Research Paper : The Effect of Relationship Marketing in Beauty Material Wholesaler and Beauty Salon Relationships

Lee, Won Youl; Lee, Soo Hyung

Journal of the Korean Society of Cosmetology 2009;15(1):14-30.
Published online March 31, 2009.

미용재료상과 미용실 간의 관계마케팅 성과에 관한 연구

이원열, 이수형

Research Paper : The Effect of Relationship Marketing in Beauty Material Wholesaler and Beauty Salon Relationships

Won Youl Lee, Soo Hyung Lee

Abstract

The purpose of this study is to investigate the effect of relationship marketing in beauty material wholesaler and beauty salon relationships. Reviewing the literature, this study has developed five relationship marketing constructs(price, information usefulness, familiarity, implementation of contract, and supply ability) and presents three consequent variables: satisfaction, trust, and long-term relationship orientation. The empirical research was conducted on beauty salons located in Daegu and the Kyungbuk region. 131 samples were used for this analysis. The results of the research can be summarized as follows: First, it was found that information usefulness, familiarity, implementation of contract, and supply ability positively affected satisfaction, but price did not affect satisfaction. Second, it was found that implementation of contract, and supply ability positively affected trust, but price, information usefulness and familiarity did not affect trust. Third, it was found that satisfaction positively affected trust. Fourth, it was found that satisfaction positively affected long-term relationship orientation. Finally, it was found that trust positively affected long-term relationship orientation.

Key Words: Price, Information Usefulness, Familiarity, Implementation of Contract, Supply Ability, Satisfaction, Trust