| 피부미용서비스 산업에서의 기업-고객 간 관계혜택이 고객 충성도와 구전의도에 미치는 영향 |
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이애숙, 양석준 |
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| Research Paper : The Influence of Skin Care Service Provider-customer Relationship Benefits on Customer Loyalty and the Word of Mouth |
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Ae Sook Lee, Suk Joon Yang |
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| Abstract |
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Recently, as service quality and product difference became less significant, it has been acknowledged that relationship benefit has a big influence on maintaining provider-customer relationship. Therefore, this study intends to figure out the appropriate application of relational benefits, which is the core variable to customer management, within the context of beauty service industry. To achieve this, the study aims on verifying what customer oriented relational benefit is, and determining the impact of these benefits on the customer``s trust and commitment, satisfaction and re-visit intention, and intention of spreading it orally by verifying the model thorough survey responds, exploratory and confirmatory factor analysis, reliability analysis using SPSS 19.0 and AMOS 19.0, and the covariance structure analysis model. The result of the study showed that psychological, customization, and economical benefits have a positive impact on trust and commitment. Furthermore, trust and commitment have a positive effect on satisfaction, which influences the re-visit intention and intention of introducing it to others. Thus, if customers are provided with preferable relational benefit by properly composing and utilizing relational benefit as the leading variable of trust, commitment, and satisfaction, satisfied customer``s re-visit or suggesting intentions will increase, consequently setting a favorable environment to the skin care service industry for reducing the cost and effort for securing new customers. |
| Key Words:
Skin care service industry, Relationship benefits, Customer satisfaction, Intention of suggestion, Re-visit intention |
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