본문 바로가기
KERD
논문KCI 등재

헤어숍 서비스의 라포형성이 고객 관계감정과 관계지속성에 미치는 영향

The Impact of Rapport Formation of Hair Salon Services on Customer Relationship Feelings and Relationship Continuity

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

초록

This study aims to investigate the impact of rapport development during hair salon services on customer relational emotions and relationship continuity. In an era where services are becoming increasingly sophisticated, the primary goal is the development of effective marketing strategies through relationships. This study was conducted over a 12-day period from March 23 to April 4, 2023. It includes a survey of 276 women in their 30s and 40s living in Gwangju City. Out of Fifteen surveys were excluded due to insincerity, resulting in a final sample of 261 responses. Statistical analysis was performed using SPSS 25.0. Our research confirmed a causal relationship between rapport development during hair salon services and customer relational emotions. Furthermore, a causal relationship between rapport development during hair salon services and relationship continuity was also identified. Additionally, a causal relationship between customer relational emotions and relationship continuity was found.

Abstract

This study aims to investigate the impact of rapport development during hair salon services on customer relational emotions and relationship continuity. In an era where services are becoming increasingly sophisticated, the primary goal is the development of effective marketing strategies through relationships. This study was conducted over a 12-day period from March 23 to April 4, 2023. It includes a survey of 276 women in their 30s and 40s living in Gwangju City. Out of Fifteen surveys were excluded due to insincerity, resulting in a final sample of 261 responses. Statistical analysis was performed using SPSS 25.0. Our research confirmed a causal relationship between rapport development during hair salon services and customer relational emotions. Furthermore, a causal relationship between rapport development during hair salon services and relationship continuity was also identified. Additionally, a causal relationship between customer relational emotions and relationship continuity was found.

참고문헌 (33)

  1. Choi MK, "The effects of physical·social servicescape on rapport-building behavior in beauty shop", J Kor Soc Design Culture, 26, pp.483~497 (2020)
  2. Choi YJ, "Structural relationship among physical environment, consumption value, consumption emotion, and relationship continuity of food service companies : focusing on the moderating effect of eating outconsumption propensity", Doctor, Department of Hotel‧Tourism‧Dining Management, pp.2023
  3. Gap YJ, "The impact of vietnamese hotel employees' customer orientation on relationship persistence through rapport", Kor Res Assoc Bus Educ, 35, pp.61~85 (2021)[DOI]
  4. Gremler DD, "Customer-employee rapport in service relationship", J Serv Res, 3, pp.892~104 (2000)[DOI]
  5. Gremler DD, "KP : Rapport-building-behaviors used by retail employees", J Retailing, 84, pp.308~324 (2008)
  6. Hollman WA, "Kleiner BH : Establishing rapport : the secret business tool to success", An Int J, 7, pp.194~197 (1997)
  7. Jae HC, "Situations leading to relations affects : An exploratory study on social scenario", Korean J Couns Psychother, 13, pp.203~217 (1999)
  8. Jung HO, "The effect of establishing the rapport in hair beauty service on relation quality and iong-term relationship orientation", Doctor, Department of Beauty Art Business Administration, pp.2021
  9. Jung, SW, "Influence of rapport by consumers sensation seeking and companies display strategy on trust and word of mouth in the home furnishing market", J Product Res, 39 (2021)[DOI]
  10. Kim BC, "The effect of chefs’ rapport-building behaviors on customer emotional reaction, Revisit intentions in the context of sushi omakase Rrestaurants", Doctor, Department of Food-Service Management, pp.2023
  11. Kim HJ, "Effect of aesthetician’s communicative competence and rapport building on customer satisfaction and relation continuity", Master, Department of Beauty Medicine, pp.2022
  12. Kim MJ, "The effect of beauty industry worker’s rapport formation on the relationship emotionand relationship continuity", J Kor Soc Design Culture, 26, pp.45~58 (2020)[DOI]
  13. Kim HS, "Service employees’ be haviors and authenticity, rapport, and customers’ responses", Yonsei Bus Rev, 54, pp.107~148 (2017)
  14. Kim KI, "The effect of service authenticity, as perceived by beauty salon customers on customer emotional response-moderating effect of store type", J Invest Cosmetol, 16, pp.413~421 (2020)[DOI]
  15. Kim KS, "A study on the effects of SNS marketing of low cost carrier on brand image and relationship continuation intention", J Tour Enhancement, 11, pp.97~116 (2023)[DOI]
  16. Kim YM, "The effect of hotel service employees’ rapport building behaviors on interpersonal trust: Focusing on the mediating role of relationship emotion", Doctor, Department of Hotel Management, pp.2019
  17. Kwon JH, "A study on influence of nonverbal communication on relation emotion and customer satisfactionin casino industry: Focusing on moderated mediating effect of relation emotion", Master, Department of Hotel management, pp.2021
  18. Lee HJ, "The impact of tour guides' rapport-building behavior on tourist empathy and tourist citizenship behavior : Focused on chinese group tourists visiting Korea", Int J Tourism Hosp Res, 29, pp.5~24 (2015)
  19. Lee JY, "The effect of airline crew’s verbal and non-verbal communication on the rapport formation and customer trust", J Avlation Manage Soc Korea, 19, pp.3~19 (2021)[DOI]
  20. Lee SH, "A study on relationship marketing actors affecting the relation continuity expectations of the single people", Doctor, pp.2020
  21. Macintosh G, "The role of rapport in professional services: antecedents and outcomes", J Serv Marketing, 23, pp.71~79 (2009)
  22. McDougall GHG, "Customer satisfaction with services: putting perceived value into the equation", J Serv Marketing, 14, pp.4~5 (2000)
  23. Na SH, "The effects of physical and social servicescape on customer's emotional response and relationship continuity: Focusing on servicescapes of Korean food restaurants", Doctor, Department of Business Administration, pp.2017
  24. Noordewier TG, "Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships in context", J Marketing, 54, pp.80~94 (1990)
  25. Palmatier RW, "Factors influencing the effectiveness of relationship marketing: A meta-analysis", J Marketing, 70, pp.136~153 (2006)
  26. Parasuraman AP, "Servqual a multiple-item scale for measuring consumer perceptions of service quality", J Retailing, 64, pp.12~40 (1988)
  27. Robicheaux RA, "The structure of marketing channel relationships", J Acad Marketing Sci, 22, pp.38~51 (1994)
  28. Song SW, "The influence of consumption values on relationship quality and continuous use intention in beauty salon", Master, Department of Beauty & Cosmetology, pp.2023
  29. Tickle-Degnen L, "The nature of rapport and its nonverbal correlates", Psychological Inquiry, 1, pp.285~293 (1990)
  30. Weiliru, "Relationship between beauty SNS marketing, brand image, and Chinese female consumers' brand attitude", Smart Media J, 12, pp.165~174 (2023)[DOI]
  31. YAOYAO, "Effect of taekwondo gyms' relationship marketingon rapport building, quality of relationship and relationship sustainabilit", Master, pp.2022
  32. Yun SM, "The effect of consumers’ face sensitivity and conspicuous consumption propensity on beauty consumption value", J Kor Soc Cosmetol, 28, pp.962~971 (2022)
  33. Yun SM, "The lifestyle values of female consumers are related to the perception of beauty consumption and effect on appearance management behavior", J Invest Cosmetol, 18, pp.203~212 (2022)

관련 논문AI추천

이 간행물의 다른 논문 (15건)