미용실 경험마케팅이 고객감정반응과 재방문의도에 미치는 영향관계 및 매개효과
The Influence and Mediating Effects of Beauty Shops Experience Marketing on Customer Emotional Response and Revisit Intention
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The present study intended to empirically look into the effects of experience marketing on customer emotion response and revisit intention in beauty shops. To this end, data were collected from 520 customers who use beauty shops in Seoul and Gyeonggi. The collected data were disposed through the process of data coding and data cleaning. The SPSS v. 21.0 program was used to conduct frequency analysis, factor analysis, Cronbach's α calculation for reliability verification, correlation analysis, linear regression analysis and mediation regression analysis. The findings showed that experience marketing had a positive effect on customer emotion response in the order of emotion, behavior, relationship, cognition and sensory experience. It also showed a positive effect on revisit intention in the order of behavior, relationship, cognition and emotional experience. On the other hand, sensory experience had no statistically significant effect on revisit intention. In mediating effects, customer emotion response was partially mediated in emotion, cognition, behavior and relational experience marketing, but it was fully mediated in sensory experience marketing.
Abstract
The present study intended to empirically look into the effects of experience marketing on customer emotion response and revisit intention in beauty shops. To this end, data were collected from 520 customers who use beauty shops in Seoul and Gyeonggi. The collected data were disposed through the process of data coding and data cleaning. The SPSS v. 21.0 program was used to conduct frequency analysis, factor analysis, Cronbach's α calculation for reliability verification, correlation analysis, linear regression analysis and mediation regression analysis. The findings showed that experience marketing had a positive effect on customer emotion response in the order of emotion, behavior, relationship, cognition and sensory experience. It also showed a positive effect on revisit intention in the order of behavior, relationship, cognition and emotional experience. On the other hand, sensory experience had no statistically significant effect on revisit intention. In mediating effects, customer emotion response was partially mediated in emotion, cognition, behavior and relational experience marketing, but it was fully mediated in sensory experience marketing.
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