| 메디컬스킨케어의 관계마케팅이 관계몰입과 고객애호도에 미치는 영향 |
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이아름, 이인희 |
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| The Effects of Medical Skincare Relationship Marketing on Relationship Commitment and Customer Loyalty |
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Ah-reum Lee, In-hee Lee |
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| Abstract |
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This study attempted to investigate the effects of medical skin care relationship marketing on relationship commitment and customer loyalty. To that end, From November 25, 2019 to December 9, 2019, he visited dermatology clinics in the Seoul metropolitan area and conducted a survey on men and women in their 20s to 50s who had medical skincare experience within three months. Of the 350 questionnaires distributed, 335 parts were used for the final analysis, except 15 that were answered poorly. First, an analysis of the effect of medical skincare relationship marketing on relationship immersion showed that It has been shown that promise and fulfillment with customers by sub-factors of relationship marketing, long-term customer orientation, and increased marketing utilization affect emotional immersion, while higher marketing utilization, attractiveness, and long-term customer orientation affect computational immersion. Second, an analysis of the impact of medical skincare relationship marketing on customer affections showed that the higher the marketing utilization, attractiveness, long-term customer orientation, promise and fulfillment with customers by sub-factor of relationship marketing, the more positive the structure affects positive initiatives, and the more long-term customer orientation, promise and fulfillment with customers, and marketing utilization, the more it affects revisit. |
| Key Words:
Customer Loyalty, Medical skincare, Relationship Commitment, Relationship Marketing |
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