| 관계마케팅 요인이 피부관리실 애호도에 미치는 영향 |
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최영화, 류화라 |
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| Research Papaer : A Study on the Effects of the Factors of Relationship Marketing on the Loyalty to Esthetic Salons |
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Young Hwa Choe, Far Rah Rou |
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| Abstract |
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Objective: To identify the effect of relationship marketing on preference of Esthetic Salons`, this study interviews 213 female customers for 17 days, from July 21. 2007 to August 7 using a questionnaire. Design: For the purpose, it uses a multi-variate analysis(LISREL 8.30), Cronbach`s Alpha, and exploratory factor analysis. Focusing on the relationship marketing between the Esthetic Salons` and customers, this study presents the following variables: three influential variables such as characteristics of the persons who serve, image property of the shop, and relationship-oriented property; mediation variables such as trust and satisfaction, relationship quality to maintain consistent relationship with customers; and achievement variable such as loyalty to the shop. And it examines and analyses the relations between the variables to present suggestions on marketing strategies of the shops through relationship marketing. Results: The characteristics of the persons who serve have an influence on trust and satisfaction of customers, that is, variables relating to favorable impression and competence of the characteristics, are main variables for trust and satisfactory service. The image of the shop has a positive influence on customer satisfaction. Relations-oriented variables do not have any influence on trust of customers while they have positive influence on satisfaction. It is found that customer trust and satisfaction makes a great contribution to loyalty of the shops and of the two, trust has the more influence on loyalty. Suggestions: First, Esthetic Salons` should have a relationship marketing strategy to overcome the limit to trade marketing. That is, in the long-term standpoint, they should encourage steady relationship between shops and customers, employees and customers, and customers for more profits. Second, for relationship marketing of Esthetic Salons`, employees of shops should have favorable impressions and competence. Therefore, educational programs which will improve their ability should be prepared. Third, the shop image(physical convenience) which is an important variable for relationship marketing is found to be an important variable for customer satisfaction. Massage shop marketers should pay more attention to external, physical convenience facilities. Fourth, for relations-oriented variables, liberal attitude and cooperation are believed to be important, which suggests that relationship-oriented attitude and activities are important in forming favorable relation with customers through liberal communication. |
| Key Words:
Satisfaction, Trust, Relationship Marketing, Loyalty to Esthetic Salons` |
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