earticle

영어

This study has not only significance to lay out basic data for managing beauty salons, but aims to contribute to the expanded reproduction of the beauty industry through this by inquiring into how does relational factors of relationship marketing implement factors in beauty salons, customer orientation, bond, communication, specialty, physical facilities, price and satisfaction, trust, and switching costs affect the customer loyalty, to successfully lead the beauty industry. This study showed that relationship marketing implement factors in beauty salons(customer orientation, specialty, bond, price, communication, physical facilities) are significantly and positively associated with the switching costs, trust, satisfaction(economic satisfaction, uneconomic satisfaction) and customer loyalty(attitudinal loyalty, behavioral loyalty)(p<.05), and the switching costs, trust and satisfaction(economic satisfaction, uneconomic satisfaction) are also significantly and positively associated with the customer loyalty(attitudinal loyalty, behavioral loyalty)(p<.01). A descriptive analysis of general relationship marketing implement factors in beauty salons showed that for customer loyalty, specialty and communication by sub-factors of gender relationship marketing, women are relatively high in the customer loyalty or communication, while men are relatively high in the specialty(p<.05). The specialty, price and physical facilities by sub-factors of age relationship marketing were relatively high in over the age of 20 than teens(p<.05). The physical facilities by sub-factors of academic background relationship marketing was relatively high in over high school graduate than junior high school graduate(p<.05).The specialty and bond by sub-factors of occupation relationship marketing were the lowest for students, while they were the highest for professionals(p<.05). The specialty by sub-factors of the monthly average income relationship marketing was relatively high in over 1 million won than under 1 million won(p<.05). A descriptive analysis of beauty salon-switching costs and trust showed that the beauty salon-switching costs and trust are relatively high in over the age of 20 than 10s(p<.05). They were also relatively high in under college graduate than over university graduate(p<.05).A descriptive analysis of beauty salon satisfaction and customer loyalty showed that the satisfaction by age and uneconomic satisfaction by sub-factors are relatively high in over the age of 20 than 10s, and the customer loyalty and attitudinal loyalty and behavioral loyalty by sub-factors are also relatively high in over the age of 20 than 10s(p<.05). The general satisfaction by academic background and economic and uneconomic satisfaction by sub-factors were relatively high in college graduate, and the customer loyalty and attitudinal loyalty by sub-factors were also relatively high in college graduate(p<.05). The general satisfaction by occupation and economic and uneconomic satisfaction by sub-factors were the lowest for students, while they were the highest for professionals, which there were a difference. Also, the general customer loyalty and attitudinal loyalty by sub-factors were the lowest for students, while they were the highest for professionals, which there were a difference(p<.05). The relationship marketing strategies such as customer orientation, specialty and price could be important factors in improvement in switching costs and trust. The relationship marketing strategies such as customer orientation, specialty, bond and price could be important factors in improvement in economic satisfaction, and the relationship marketing strategies such as customer orientation, specialty, price and communication could be important factors in improvement in uneconomic satisfaction. The relationship marketing strategies such as customer orientation, specialty and price could be important factors in improvement in attitudinal loyalty among the relationship between relationship marketing implement factors in beauty salons and customer loyalty, and the relationship marketing strategies such as customer orientation, specialty, bond, price and communication could be important factors in improvement in behavioral loyalty. The increase of switching costs, trust and uneconomic satisfaction could be an important factor in improvement in attitudinal loyalty among the relationship between beauty salon-switching costs, trust, satisfaction and attitudinal loyalty, and the increase of trust and economic and uneconomic satisfaction could be an important factor in improvement in behavioral loyalty among the relationship between behavioral loyalty. In other words, the relational factors such as satisfaction, trust and switching costs had a significant effect on the customer loyalty.