| 헤어살롱의 관계마케팅이 살롱선택속성과 고객만족에 미치는 영향 |
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김아름, 전근옥, 조현진, 박은준 |
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| Effects of the Relationship Marketing of Hair Salon on the Characteristics of Salon Choice and Customer Satisfaction |
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Ah Reum Kim, Gun Ok Jun, Hyeon Jin Jo, Eun Jun Park |
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| Abstract |
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The recent diversification of consumer tastes has caused supply to exceed demand, shifting the market's lead from businesses to heads. In this competitive market environment, hair salons are experiencing major difficulties in management, and attracting customers among them is a major problem. In this study, the effect of relationship marketing on saloon selection and satisfaction is found among customers using salons and the design of programs to attract customers is significant. The questionnaire was used in the study and the collected data was analyzed using SPS 22.0. To determine the effect between each parameter, the effect of the parameter was determined using regression and parametric regression. The results showed that unmarried women in their 20s had the highest response rate, the average monthly Sodden was between 2 and 3 million, the grade was college students, and the profession was the highest. Relationship marketing was derived from operation services and communication, and customer satisfaction was derived with brand attributes, internal attributes and external attributes, with the degree of satisfaction, recommendation and revisit. Each parameter was shown to affect each other. It is expected that the number of new customers will increase through the recommendation of fixed customers by making efforts to communicate with customers and establishing a revisit system and membership system in Salon. |
| Key Words:
Customer Satisfaction, Relationship marketing, Selective property |
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