earticle

영어

This study aimed to examine the relationship between the marketing mix and customer satisfaction, customer loyalty, and customer revisit intention in the makeup service sector. The research sought to identify factors of the 7P marketing mix (physical evidence, process, place, price, product, promotion, people) that influence customer satisfaction (artist, cosmetics, service, price), customer loyalty, and customer revisit intention (satisfaction, total service) for those who received makeup services. The goal was to propose a research model of marketing mix, customer satisfaction, customer loyalty, and customer revisit intention by testing the mediating effects between variables. The analysis results are as follows: First, customer revisit intention was derived as two factors: satisfaction and total service. Second, among the 7P marketing mix, the process of service delivery was found to have the most significant impact on customer satisfaction, customer loyalty, and customer revisit intention. Third, regarding customer satisfaction's influence on customer loyalty and revisit intention, the artist factor was identified as the most influential. Fourth, customer satisfaction and customer loyalty were found to have partial mediating effects. The significance of this study lies in its identification of the most influential factors and the derivation of a model showing how the marketing mix affects customer satisfaction, customer loyalty, and customer revisit intention.