| 헤어살롱의 브랜드이미지와 고객만족의 관계에서 브랜드자산의 매개효과 |
|
조현진, 박은준 |
|
|
| The Effects of Brand Assets on the Relationship between the Brand Image and Customer Satisfaction |
|
Hyeon Jin Jo, Eun Jun Park |
|
|
| Abstract |
|
Recently, the beauty service industry has become an era where consumers ' lifestyles are varied and individual individuality are respected as quality of life improves with economic development. This study is designed to investigate the mediation effects of brand assets related to beauty salon brand image and customer satisfaction and to provide marketing directions for beauty salons according to the results. The questionnaire was used for the study and the data collected were analyzed using SPSS 22.0. To see the effects between each parameter, we used regression and parametric regression to see the effects of the parameters. As a result, the response rate of unmarried women in their 20s was high, and their monthly average income was higher than 1 million won or less than 2 million won. Also, there were a lot of people who worked in service and sales. Brand images are derived from environmental, functional and symbolic images, and brand assets are derived from brand loyalty and brand personality factors. Customer satisfaction has been derived from a single factor, and each parameter has been shown to influence each other. We have noticed that the addition of brand loyalty to the environmental and functional image increases customer satisfaction and that the addition of brand individuality to the environmental and symbolic image increases customer satisfaction. Therefore, it will be necessary for the salon to create its own brand differentiation, use sns to build trust and affinity with the salon and the consumer, and increase brand asset value. |
| Key Words:
Brand image, Brand assets, Customer satisfaction, Mediated effect |
|
PDF Links
Download Citation
