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소비가치 유형이 미용 서비스의 판매촉진과 서비스 이용 지속성에 미치는 영향

The Effect of the Types of Consumption Values on the Sales Promotion and Relational Continuance of Beauty Service

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The purpose of this study is to examine the effect of consumption value types on the sales promotion of beauty services and the relational continuance of service use, and analyzed through the 318 questionnaires for women using beauty services. The result showed that among the types of consumption value, fashion-pursuit value and social value had statistically significant results for discount and accumulation of sales promotion, and the fashion-pursuit and emotional value had statistically significant results for the relational continuance of service use. Furthermore, both discount and accumulation of sales promotion type had statistically significant results in the relational continuance of service use. Over all this study seeks to be used as a marketing reference for beauty shops by identifying the types of consumption value, the direction to help promote the sales of beauty services, and the continuance of service consumption behavior.

Abstract

The purpose of this study is to examine the effect of consumption value types on the sales promotion of beauty services and the relational continuance of service use, and analyzed through the 318 questionnaires for women using beauty services. The result showed that among the types of consumption value, fashion-pursuit value and social value had statistically significant results for discount and accumulation of sales promotion, and the fashion-pursuit and emotional value had statistically significant results for the relational continuance of service use. Furthermore, both discount and accumulation of sales promotion type had statistically significant results in the relational continuance of service use. Over all this study seeks to be used as a marketing reference for beauty shops by identifying the types of consumption value, the direction to help promote the sales of beauty services, and the continuance of service consumption behavior.

참고문헌 (35)

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