미용산업에서 전환장벽이 고객만족 및 재방문의도에 미치는 영향
The Beauty Service Industry Switching Barriers on Customer Satisfaction and Repurchase Intention
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This study inquired into the effects of switching barriers on customer satisfaction and repurchase intentionin the beauty service industry and proposed a marketing strategy to maintain customers in the industryby increasing the barriers. This study examined the effects of sub-factors of switching barriers such asswitching costs, alternative attractiveness and human relationships on customer satisfaction and repurchaseintention. For an empirical analysis, a survey method was conducted with male and female customers ofbeauty shops with less than five workers in Incheon, and 249 copies were used in the analysis. Exploratoryfactor analysis, reliability analysis and multiple regression analysis were carried out to test hypothesesin this study. As a result, the first hypothesis that switching costs would affect customer satisfaction andrepurchase intention was rejected. Second, the hypothesis that alternative attractiveness and humanrelationships would affect customer satisfaction and repurchase intention was adopted. Third, the hypothesisthat customer satisfaction would affect repurchase intention was adopted. To sum up the above results,it is most important to maintain continued visits by forming human relationships between beauty shopcustomers and service providers and customer satisfaction, and the service providers should increase theirservice quality and provide their customers with quality service to increase their alternative attractivenessand should maximize the beauty shops’ profits by preventing their customers from leaving and making themrevisit them in the long term.
Abstract
This study inquired into the effects of switching barriers on customer satisfaction and repurchase intentionin the beauty service industry and proposed a marketing strategy to maintain customers in the industryby increasing the barriers. This study examined the effects of sub-factors of switching barriers such asswitching costs, alternative attractiveness and human relationships on customer satisfaction and repurchaseintention. For an empirical analysis, a survey method was conducted with male and female customers ofbeauty shops with less than five workers in Incheon, and 249 copies were used in the analysis. Exploratoryfactor analysis, reliability analysis and multiple regression analysis were carried out to test hypothesesin this study. As a result, the first hypothesis that switching costs would affect customer satisfaction andrepurchase intention was rejected. Second, the hypothesis that alternative attractiveness and humanrelationships would affect customer satisfaction and repurchase intention was adopted. Third, the hypothesisthat customer satisfaction would affect repurchase intention was adopted. To sum up the above results,it is most important to maintain continued visits by forming human relationships between beauty shopcustomers and service providers and customer satisfaction, and the service providers should increase theirservice quality and provide their customers with quality service to increase their alternative attractivenessand should maximize the beauty shops’ profits by preventing their customers from leaving and making themrevisit them in the long term.
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