earticle

영어

In this study, beauty service is conducted through surveys of men, women and customers who use hair salons to determine if the sensitivity of consumers who use hair salons affect customer loyalty. The study analyzed whether the result of the parameter is shown as a parameter that is case sensitivity to customer's loyalty. As a result of phase analysis to obtain the results of the case sensitivity parameters, there were significant (+) correlations in all cases and parameter rating sensitivity had a significant (+) correlation with customer loyalty. A hierarchical analysis was performed to examine the effects of case sensitivity parameters. If the customer spends more than 50,000 won a month, the beauty service will be positively (+) affected by customer's loyalty through positive sensitivity while hypothessis No. 2 will be rejected, while a high cost will be invested in the hairstyle. In the case of customers, we know that customer loyalty is not affected. This can be considered as representing the need for differentiated services for customers who support high ratings in the field of beauty salons.

중국어

本论文为了调查美容院价格变化是否影响客户忠诚度，针对330名美容院男女顾客进行了问卷调查。 另外，把服务质量、客户忠诚度和价格敏感度作为自变量、因变量和参变量，分析了三者之间是否存在 媒介效应。通过对美容服务、价格敏感度和客户忠诚度进行探索性因素分析，验证了所有问项的合理 性。另外，可靠性分析结果显示，所有问项都具有可信度。为验证价格敏感度媒介效应进行的相关关系 分析结果显示，相互此间都存在类似的正（+）相关性，价格敏感度与客户忠诚度呈正（+）相关性关系。另 一方面，为了检验价格敏感度的媒介效应进行的层次回归分析结果显示，每月开支超过50,000韩元的客 户，在美容服务方面价格敏感度对客户忠诚度产生正向影响的假设2 被推翻，而对于美发费用投入较多 的顾客来说，客户忠诚度不受价格影响。鉴于上述分析结论，在美发沙龙经营战略上，应采取针对支付费 用较高的高端客户服务差异化策略。