earticle

한국어

This study aims to examine the impact of customer engagement based on the theory of planned behavior on behavioral intentions for customers who use beauty salons, and is meaningful in establishing strategies to attract customers, which are the most important in operating beauty salons and increasing sales. To this end, a non-face-to-face self-written questionnaire required for the study was used, and a total of 756 copies were used for the final analysis. Based on the collected data, frequency analysis, exploratory factor analysis, and reliability analysis were judged by Cronbach's α coefficient, and regression analysis and identification of mediating effects were analyzed using the SPSS 22.0 program to verify hypotheses. According to the analysis, the relationship between each independent variable, “custom engagement”, the parameter, “planning behavior theory”, and the dependent variable, “action intention”, had a significant positive (+) effect on each other, and all variables of planning behavior theory were found to have partial mediating effects. Therefore, it is necessary to induce members of the salon to visit the salon by grasping and considering the characteristics of each customer. In order to establish and maintain a direct and meaningful relationship with customers in the beauty salon space, a lot of attention should be paid to customer engagement, and it should lead to a planned revisit of customers. In other words, in order to ultimately affect the behavioral intentions of customers in running and operating beauty salons, employees and managers should strive for smooth 1:1 customized communication with customers and establish specialized strategies and membership systems inside beauty salons. Then, it is expected that the customer's behavioral intentions, such as satisfaction, revisit, and continuous use, will increase to new customers through positive word of mouth, recommendations, and introduction. In the follow-up study, we hope that more reliable studies will come out through the segmentation of new and diverse variables that fit the eye level of customers visiting beauty salons by targeting a wide range of regions and age groups to further help the management and operation of beauty salons.

중국어

本研究以使用美容院的顾客为研究对象，探索了基于计划行为理论的顾客互动对行为意图的影响，其研究结果对美容院运营和增收起着最关键作用的顾客维持战略制定具有意义。本研究采用非面对面自填式问卷，共收集了756份问卷用于最终分析。针对收集的数据进行了频率分析、探索性因素分析，可信度分析则通过Cronbach’s α系数进行了判断，并通过SPSS22.0程序进行假设验证，对回归分析和媒介效果的确认运用多重回归分析方法进行了分析。分析结果显示，独立变量 “客户关系”和媒介变量“计划行为理论”、从属变量“行为意图”的关系相呈现正相关，计划行为理论的变量都具有部分参数效应。因此，美容院的组织成员需要了解和考虑顾客的个人特点，引导顾客光临美容院。为了在美容院与顾客建立、维持直接、有效的关系，必须对顾客互动给予高度关注，并促进顾客有计划的再访。简言之，为了让美容院的经营和运营最终影响到顾客的行为意图，员工和管理者必须努力与顾客进行1:1的针对性沟通，并在美容院内部建立个性化战略和会员制度。基于上述战略，预计顾客的行为意图——满意度、再访、持续光顾等方面，将通过积极的口传、推荐、介绍等方式持续增加，进而促进新顾客流入。后续研究中，希望通过以更广泛的地区和年龄段为样本，根据美容院顾客的个性化需求，细分新颖、多样的变量，得出更可信的研究结论，以此助力更多美容院的经营和运营。