| 헤어미용실의 점포속성이 고객시민행동에 미치는 영향에 관한 연구 |
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박선이 |
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| Study on the Effects of the Store Attributes of Hair Salon on Customer Citizenship Behavior |
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Sun-yi Park |
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| Abstract |
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This study aimed to examine the differences of customer citizenship behavior by hair salon customers' personal characteristics and investigate the effects of the store attributes of hair salon on customer citizenship behavior. And it attempted to contribute to improve the performance of hairdressing business implementing service marketing strategy focusing on customer and store in the hairdressing sector. For empirical analysis, a questionnaire survey was conducted among hair salon customers in Gyeongsangnam-do, and the collected data were analyzed. The results found the following: First, the customer citizenship behavior by hair salon customers' personal characteristics was higher in a group of men than in a group of women. Second, technical factors, physical factors, and marketing factors of store attributes had an effect on customer citizenship behavior. Especially, compared to other factors, technical factors revealed the greatest influence on customer citizenship behavior. This study results mean that service marketing management that comprehensively considers hair salon customers' personal characteristics as well as store attributes is essential in improving business performances by increasing customer citizenship behavior in the hairdressing business. |
| Key Words:
Customer Citizenship Behavior, Hairdressing Business, Store Attributes |
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