| 미용서비스 소비자의 인적충성과 점포충성에 관한 이원적 충성행동 연구 (제1보) |
|
정현숙, 이은영 |
|
|
| Research Papaer : Hairdressing Service Consumers` Dualistic Loyalty to Service Person and Store (Part 1) |
|
Hyun Sook Chung, Eun Young Rhee |
|
|
| Abstract |
|
The field of beauty industry is dependent on its interior and exterior environment thus causing intense competition of its rapid industrialized, superiorised and standardized aspects. Since 1990 with the introduction of beauty associated courses within colleges and through its establishment, it can be observed that there has been a keen increase in the quantity of education. Therefore the establishment of the scientific and objective education materials and data is very needed. Alternatively, through guaranteeing customer service loyalty, service based enterprises and businesses should increase profit thus it is greatly important that associated variables are related to customer loyalty behaviors causing the significance in research to reveal its influence. The specific research objectives were as follows. Firstly, organizing of the multi-dimensional loyalty concepts through the basis of the preceding theorized researches and presenting an explanation of the model concept for the beauty service consumer`s duality loyalty behavior. Secondly, analysing the corroborative evidence model through presented theorized researches. Amongst multi-dimensional loyalty concept, the importance of service person dimension of beauty service industry`s characteristic has been revealed. The loyalty to service person was defined as ``consumers`` characteristics in necessary service supply during a fixed period who showed positive attitudes and repetitive purchase behaviors`. Also, the loyalty to store was defined as ``consumers`` characteristics of positive attitude towards a store during a fixed period and their repetitive purchase behavior` was defined. |
| Key Words:
Hairdressing Service Industry, Customer Loyalty, Dualistic Loyalty, Loyalty to Service Person, Loyalty to Store, Satisfaction, Switching Cost |
|
PDF Links
Download Citation
