뷰티샵 고객의 지각된 기능가치와 관계가치가 관계몰입, 만족, 행동의도에 미치는 영향
Beauty Shop customers' perceived functional value and relationship value relationship commitment, satisfaction, impact on behavioral intentions
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초록
This study is the first to consider Beauty shop customer value in terms of both functional and relational aspect. The main objective of the study is to investigate the most prominent predictor of Beauty shop customer behavior intention and also to examine the indirect factors (functional value and relational value) relate to the respective direct factors (satisfaction and relationship commitment) and their ability to explain customer behavior intention. Data obtained from 210 survey questionnaire were analyzed using the Multiple regression analysis / simple regression analysis. The results revealed that relationship commitment followed by satisfaction has a significant effect on behavior intention. Additionally, bootstrapping analysis confirmed that relational value has effect on behavior intention through satisfaction and relationship commitment. This study highlighted the role of relational value in building the relationship commitment. Strategic guidelines are provided for managers in designing the value in stimulating the customer behavior intention.
Abstract
This study is the first to consider Beauty shop customer value in terms of both functional and relational aspect. The main objective of the study is to investigate the most prominent predictor of Beauty shop customer behavior intention and also to examine the indirect factors (functional value and relational value) relate to the respective direct factors (satisfaction and relationship commitment) and their ability to explain customer behavior intention. Data obtained from 210 survey questionnaire were analyzed using the Multiple regression analysis / simple regression analysis. The results revealed that relationship commitment followed by satisfaction has a significant effect on behavior intention. Additionally, bootstrapping analysis confirmed that relational value has effect on behavior intention through satisfaction and relationship commitment. This study highlighted the role of relational value in building the relationship commitment. Strategic guidelines are provided for managers in designing the value in stimulating the customer behavior intention.
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