Journal of the Korean Society of Cosmetology 2017;23(6):1234-1244.
Published online December 31, 2017.
메이크업서비스 마케팅믹스가 고객만족도, 고객충성도 및 고객재방문 의도에 미치는 영향
박정원
The Effects of Makeup Service Marketing Mix on Customer Satisfaction, Loyalty, and Revisit Intention
Jungwon Park
Abstract
This study attempted to unveil market mix elements that can improve customer satisfaction, loyalty, and revisit intention with a goal of achieving marketing in makeup service. For this, customer-preferred salon type, reasons for getting services, considerations, and selection channels were investigated. A total of 440 questionnaires that were collected from makeup service customers in Seoul and Gyeonggi and metropolitan cities (Daejeon, Gwangju, and Daegu) from July 1 to 31, 2017 were analyzed at a .05 significance level, using SPSS 21.0. The results found the following: First, according to regression analysis on the effects of marketing mix elements on customer satisfaction, process was the highest, followed by product, physical evidence, people, and promotion. In terms of customer loyalty, people was the highest, followed by product, process, physical evidence, and promotion. In terms of customer revisit intention, on the contrary, process was the highest, followed by product and people. Second, according to analysis of variance (ANOVA), makeup salon customers were the highest in satisfaction, loyalty, and revisit intention. Third, when asked why they get services through frequency analysis, they responded, to get customized makeup services. In choosing a salon, its fame and acquaintances opinions were influential. In terms of selection channels, recommendation by those who had the services has been important. For management efficiency, therefore, it is required to improve job competency through job and customer response training amongst makeup artists and employees. In addition, there is a need to satisfy customer's environmental needs and make them visit again with the use of the latest esthetic tools and high-quality cosmetics.
Key Words: Customer loyalty, Customer revisit intention, Customer satisfaction, Make up service, Marketing mix


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