earticle

영어

This study attempted to investigate i) value factors in a business model, ii) service justice, and iii) relationship commitment-voluntary behavior relations from the perspectives of acquisition, maintenance, and expansion & reinforcement of customer relationships, respectively, using a structural model. For this, a total of 628 consumers who had received nail services in the past were chosen and classified by business type (sole proprietorship, franchise). After path analysis, the results found the following: First, in a sole proprietorship business, value proposal, core activity, customer relationship, information channel, and core resources had a significant influence on distributive justice, while core activity, customer relationship, information channel, and core resources revealed a statistically significant effect on procedural justice. In addition, value proposal, key partner, core activity, customer relationship, information channel, and core resources showed a statistically significant influence on interactional justice. In the franchise business model, value proposal and core resources significantly influenced distributive justice, while value proposal, core activity, and core resources revealed a significant effect on procedural justice. Value proposal, key partner, information channel, and core resources showed a statistically significant effect on interactional justice. Second, distributive, procedural, and interactional justices had a significant influence on relationship commitment in both sole proprietorship and franchise models. Third, relationship commitment also showed a statistically significant effect on voluntary behavior in both business models.

중국어

本研究目的在于从建立美甲美容服务的顾客关系层面了解商业模式价值因素，继而从保持顾客关系层面了解服务的公平性，并 从拓展并加强顾客关系层面掌握拉近关系和自发行为之间相互影响关系，并建立两者间的结构模型。为此，本研究把有美甲美容 服务经验的628名消费者定为样本，并根据不同商业类型(个人店、连锁店)模式，对其进行了路径分析。经路径分析，得出的结论 如下。首先，从个人店模型层面上看，价值建议、核心活动、顾客关系、信息渠道、核心资源对分配公平性产生了影响；核心活 动、顾客关系、信息渠道、核心资源对流程公平性产生了影响；价值建议、核心伙伴、核心活动、顾客关系、信息渠道、核心资 源对相互作用公平性产生了影响。另外，从连锁店模型层面上看，价值建议、核心资源对分配公平性产生了影响；价值建议、核 心活动、核心资源对流程公平性产生了影响；价值建议、核心伙伴、信息渠道、核心资源对相互作用公平性产生了影响。其次， 分配公平性、刘晨公平性、相互作用公平性对个人店和连锁店模型中的拉近关系方面产生了影响。最后，拉近关系对个人店和连 锁店模型中的自发行为产生了影响。