earticle

영어

The purpose of this study is to analyze the effect of relationship marketing of hair salons on long-term orientation. In order to collect data for empirical research, 150 effective questionnaires were collected from customers using hair salons located in Gyeongnam, and the collected questionnaires data was analyzed using the SPSSWIN26 program. As a result of the analysis of the relationship marketing factors of hair salons, the communication factor was found to have the greatest influence on long-term orientation compared to other factors. Professionality factors and ties factors also influenced long-term orientation. The analysis results mean that in order to improve the management performance of hair salons, it is necessary to focus on improving relationship marketing by grasping the core of relationship marketing as part of a marketing strategy. In other words, it suggests that relationship marketing can contribute to the increase in sales of hair salons by improving the long-term orientation of customers by using the communication factors of relationship marketing.

중국어

本研究旨在分析美发沙龙的关系营销对长期导向性的影响. 为进行实证研究, 收集了150份有 效问卷, 调查对象为庆南地区美发沙龙的顾客, 并使用SPSSWIN26软件进行分析. 分析结果表明, 在美发沙龙的关系营销因素中, 与其他因素相比, 沟通因素对长期导向性影响最大. 此外, 专 业性因素和关系纽带因素也对长期导向性产生了影响. 这些分析结果表明, 为提升美发沙龙的经 营成果, 作为营销战略的一环, 应该把握关系营销的核心, 并集中精力提升关系营销. 换言之, 优先利用关系营销中的沟通因素, 提升顾客的长期导向性, 从而促进美发沙龙的销售增长.