헤어미용 서비스의 고객자산, 전환비용 및 구매의도의 관계
The Relationship between Customer Equity, Switching Costs, and Purchase Intentions of Hair Beauty Services
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초록
The purpose of this study is to investigate the relationship between customer equity, switching costs, and purchase intention of hair beauty services. To this end, a survey was conducted on 219 customers who have visited hair salons within the last year to receive services. Using SPSS 18.0 and AMOS 18.0 programs, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model were conducted. The analysis results revealed that hair salon managers should focus on increasing the cost of customers switching to other services by expanding brand equity, value equity, and related equity for services provided to customers. Maintaining a high conversion cost should increase the brand image and awareness of hair salon services, and implement management measures to continuously advance long-term relationships with customers. Furthermore, as relational factors and financial perspectives with customers are important in switching costs, it is necessary to increase customer switching costs by grasping the expertise of beauty services, efforts for professional education and communication of related members, and the appropriateness of service prices. Hair salon managers should consider the establishment of a strategic plan that can continuously manage and form relationships with customers as a way to minimize customer turnover and increase purchase intentions to retain customers. Rather than satisfying customers with services, a differentiated plan is required based on practical utility to provide various values with other companies.
Abstract
The purpose of this study is to investigate the relationship between customer equity, switching costs, and purchase intention of hair beauty services. To this end, a survey was conducted on 219 customers who have visited hair salons within the last year to receive services. Using SPSS 18.0 and AMOS 18.0 programs, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model were conducted. The analysis results revealed that hair salon managers should focus on increasing the cost of customers switching to other services by expanding brand equity, value equity, and related equity for services provided to customers. Maintaining a high conversion cost should increase the brand image and awareness of hair salon services, and implement management measures to continuously advance long-term relationships with customers. Furthermore, as relational factors and financial perspectives with customers are important in switching costs, it is necessary to increase customer switching costs by grasping the expertise of beauty services, efforts for professional education and communication of related members, and the appropriateness of service prices. Hair salon managers should consider the establishment of a strategic plan that can continuously manage and form relationships with customers as a way to minimize customer turnover and increase purchase intentions to retain customers. Rather than satisfying customers with services, a differentiated plan is required based on practical utility to provide various values with other companies.
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