| 50대 이상 미용실소비자의 마케팅믹스 7Ps 요인이 고객만족과 긍정적 구전에 미치는 영향 |
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양수경, 정원지 |
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| The Effect of Marketing mix 7Ps factors on Customer Satisfaction and Positive Word of Mouth in Over 50's Hair Salon Consumers |
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Su-kyung Yang, Won-ji Jung |
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| Abstract |
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Due to the economic growth of the elderly by economic growth, the elderly have emerged as the main classes of consumers. Therefore, this study aims to provide basic data for establishing a systematic and efficient hair salon marketing strategy targeting elderly customers by investigating the effect of marketing mix 7Ps factors on customer satisfaction and positive word of mouth for consumers over 50's. The research method consisted of self-reported questionnaire using web survey method, and the statistical processing of collected data was analyzed using SPSS 21.0 program, frequency analysis, exploratory factor analysis, the reliability verification, descriptive statistical analysis, correlationship analysis, parametric regression analysis. The results of the analysis of the mediating effect of customer satisfaction in the relationship between the marketing mix 7Ps factors and positive word of mouth showed that the product, price, path, promotion, workers, physical evidence, and process were the parameters of customer satisfaction. It was found to have a statistically significant positive(+) effect on the mediation condition. So the two-step parametric analysis, the product, price, path, promotion, workers, physical evidence, and process by subfactors of the marketing mix 7Ps factors, which are an independent variable, showed statistically significant influence on the positive word of mouth as the dependent variable. It was. Therefore, the marketing mix 7Ps factors were satisfied with the customer, and as a result, it also affected the positive word of mouth. |
| Key Words:
Consumer, Customer satisfaction, Hair salons, Marketing mix, Positive word of mouth |
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