Journal of the Korean Society of Cosmetology 2018;24(1):7-13.
Published online February 28, 2018.
미용종사자의 감성마케팅이 신뢰형성에 미치는 영향
연소은, 박은준
The Effect of Emotional Marketing of Beauty Service Worker on Trust Building
So-eun Yeon, Eun-jun Park
Today's beauty service industry is a tendency to appear customer - oriented marketing that stimulates emotion and moves the mind. So, the purpose of this study is to investigate the important of emotional marketing in the process of establishing all marketing strategies and the influence of emotional marketing on trust building. The survey subjects were customers who had experience using beauty service. As for the research method, self-administered questionnaire was used, and the collected data was analyzed by using the SPSS 20.0. As for the analysis methods that were applied to the data, they are frequency analysis, factor analysis and multiple regression analysis. The results of this research are as follows. First, the demographic characteristics of the subjects were examined. The results showed that female was higher than that of male, the age group of 40-50 had the most population. As for the highest level of education, many respondents told that they were graduating from college. In case of occupation, Professional employees had the high ratio and average monthly income was from 1.5 million and 2 million won. Also, that the number of visits was once a month, and the monthly expenditure was less than 100 thousand won appeared at a high rate. Second, As a result of evaluating the validity and reliability of emotional marketing and trust building, emotional marketing has four factors: taste, tactile sense, sight and smell. Trust building has three factors: empathy trust, service trust, and price trust. Third, As a result of regression analysis to examine the effect of emotional marketing on trust formation, And it was found to have a partially significant effect. When the above mentioned results are summarized, it is possible to know that Emotional Marketing affects Trust Building. Therefore, when customers establish a marketing strategy to visit the beauty shop with trust, considering the emotional marketing factors of the store, it will help to establish a marketing plan in a systematic and innovative strategy to the beauty industry.
Key Words: Beauty service customer, Emotional marketing, Trust building

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