피부관리실의 관계마케팅 요인이 고객만족과 관계몰입 및 관계성과에 미치는 영향
Effect of Relationship Marketing Factors at Skin Care Shops on Customer Satisfaction, Customer Commitment and The Relationship Performance
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Today, skin care business is more interested in marketing methods how to maintain long-term relationships withcustomers such as relationship marketing in order to survive and generate revenue along with fierce competition incustomer acquisition between companies. Therefore, this study evaluates the effect of variables incurred by graftingthe relationship marketing to skin care business. In this study, 500 customers who are taking skin care in Seoul andGyeonggi areas selected for the survey, and performed statistical analysis 408 inquiries among 500 through SPSS/WIN Version 12.0 and AMOS 7.0 program. While prices (=.219, t=3.668, p<.01) and physical facilities (=.442, t=5.644,p<.01), among the relationship marketing action factors, However, professionalism (=.122, t=1.587), communication(=.161, t=.395) and customer orientation (=.100, t=.585) did not have any meaningful effect on it statistically. Customersatisfaction very significantly affected customer commitment (=.833, t=10.918, p<.01), relationship orientation(=.334,t=3.655, p<.01) and customer loyalty (=.414, t=4.557, p<.01). Customer commitment affected relationship orientation(=.653, t=6.675, p<.01) and customer loyalty (=.575, t=6.111, p<.01) with statistical significance. Based on theseresults, the rate of customer satisfaction and the number of visitation will be up to increase skin care business profit,if the customer service improved by eliminating dissatisfaction factors through lower level close management andexpand aggressive marketing activities to find out customers true desire.
Abstract
Today, skin care business is more interested in marketing methods how to maintain long-term relationships withcustomers such as relationship marketing in order to survive and generate revenue along with fierce competition incustomer acquisition between companies. Therefore, this study evaluates the effect of variables incurred by graftingthe relationship marketing to skin care business. In this study, 500 customers who are taking skin care in Seoul andGyeonggi areas selected for the survey, and performed statistical analysis 408 inquiries among 500 through SPSS/WIN Version 12.0 and AMOS 7.0 program. While prices (=.219, t=3.668, p<.01) and physical facilities (=.442, t=5.644,p<.01), among the relationship marketing action factors, However, professionalism (=.122, t=1.587), communication(=.161, t=.395) and customer orientation (=.100, t=.585) did not have any meaningful effect on it statistically. Customersatisfaction very significantly affected customer commitment (=.833, t=10.918, p<.01), relationship orientation(=.334,t=3.655, p<.01) and customer loyalty (=.414, t=4.557, p<.01). Customer commitment affected relationship orientation(=.653, t=6.675, p<.01) and customer loyalty (=.575, t=6.111, p<.01) with statistical significance. Based on theseresults, the rate of customer satisfaction and the number of visitation will be up to increase skin care business profit,if the customer service improved by eliminating dissatisfaction factors through lower level close management andexpand aggressive marketing activities to find out customers true desire.
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