| 미용소비자의 마케팅믹스요인(7Ps)이 전환장벽에 미치는 영향 |
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권은실, 박은준 |
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| The Effect of Matketing Mix Factor(7Ps) Beauty Service Customer on Switnhing Barrier. |
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Eun-sil Kwon, Eun-jun Pack |
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| Abstract |
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This study was carried out to know the effects of marketing mix 7Ps on switching mutual personal relation, attraction of alternatives and converting cost of barriers intentions. Based on the result, the purpose of this study is to suggest the ways to prevent customer separation and increase sales consistently. secure new customers. As for the subject of this study, 731 customers of hair salons in Seoul and Kyonggi Province were selected to respond to and analyzed the self-administered questionnaire. Collected data was analyzed using SPSS 22.0. Analytical analysis was carried out on the data in the form of frequency analysis, factor analysis, reliability analysis, and regression analysis. Firstly, the effect of marketing mix on mutual personal relation has partly significant result in people, product, price and promotion. Secondly, influence of marketing mix on attraction of alternatives has partly significant result in all of 6Ps, except people. Thirdly, the effect of marketing mix on converting cost has partly significant result in promotion and people. In conclusion, on the basis of this research, it can be seen that the beauty manager should notice continuous use and strengthen marketing which leads to the number of frequenter and sales. |
| Key Words:
Beauty service customer, Marketing mix, Switching barrier |
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