Journal of the Korean Society of Cosmetology 2015;21(6):1075-1083.
Published online December 31, 2015.
메디컬 스킨케어 브랜드의 관계혜택이 브랜드 동일시, 만족도, 충성도에 미치는 영향
이경진, 오수연, 전지현
Research Paper : The Effects of the Relationship Benefits of Medical Skin Care Brands on Brand Identification, Satisfaction and Loyalty
Kyungjin Lee, Sooyeon Oh, Ji Hyun Jun
In this study, we have examined the effects of the benefits of relationship of medical skin care brands on brand identification, satisfaction and loyalty, targeting consumers who have used the growing medical skin care services. For this purpose, we conducted a questionnaire survey, targeting 500 people, both men and women, aged at 18 years or more, who have experience in the use of medical skin care residing in the Busan and Gyeongnam region. Among them, a total of 494 questionnaires were finally used for analysis. The benefits of relationship have been classified as two factors: social benefits and convincing benefits. These two factors were found to have affected the brand identification. Convincing benefits (path coefficient = .366) have slightly higher impact on the brand identification than social benefits (path coefficient = .187). Also, it has been found that the brand identification has affected satisfaction (path coefficient = .196), and in turn the satisfaction has affected loyalty (path coefficient = .904). As the result of this study, it is revealed that the benefits of relationship have an effect on both satisfaction and loyalty through brand identification as its media. In this regards, this study has its significance in establishing the causal relationships between them.
Key Words: Medical skin care brands, The relationship benefits, Brand identification, Satisfaction, Loyalty

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