미용서비스업 관계마케팅 활동이 고객만족과 구전행동에 미치는 영향
The Study on the Job Effectiveness and the Job Capability of Hair Service Industry
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The purpose of this study is to maximize the relationship maketing activities in beauty services, and it hasstudied the effect that the relationship marketing activies impact on customer satisfaction and word-ofmouthmarketing. The data collected from 288 general public living in Seoul and Gyeonggi through a survey,were analyzed; by using SPSS 20.0, frequency analysis, reliability analysis, multiple regression analysiswere performed. As a result, the first, relationship marketing activities was drawn to the level of customerorientation and professionalism, customer satisfaction was drawn to the level of service satisfaction and stylesatisfaction and word-of-mouth marketing was drawn to the level of word-of-mouth behavior by technicalfactors and word-of-mouth behavior by environmental factors. Second, the higher relationship marketingactivities, the higher customer satisfaction in service and the service and the style. The relationship betweenrelationship marketing and customer satisfaction in service and the service and the style is defined therelationship. The higher relationship marketing activities, the higher service satisfaction in word-of mouthmarketing. The relationship between relationship marketing and customer satisfaction in word-of mouthmarketing is defined the relationship. This research showed that the expertise in the relationship marketingactivities showed the greatest impact in both customer satisfaction and word-of-mouth activities. Based onthese results, this study intends to provide empirical data to improve marketing in cosmetic service industry.
Abstract
The purpose of this study is to maximize the relationship maketing activities in beauty services, and it hasstudied the effect that the relationship marketing activies impact on customer satisfaction and word-ofmouthmarketing. The data collected from 288 general public living in Seoul and Gyeonggi through a survey,were analyzed; by using SPSS 20.0, frequency analysis, reliability analysis, multiple regression analysiswere performed. As a result, the first, relationship marketing activities was drawn to the level of customerorientation and professionalism, customer satisfaction was drawn to the level of service satisfaction and stylesatisfaction and word-of-mouth marketing was drawn to the level of word-of-mouth behavior by technicalfactors and word-of-mouth behavior by environmental factors. Second, the higher relationship marketingactivities, the higher customer satisfaction in service and the service and the style. The relationship betweenrelationship marketing and customer satisfaction in service and the service and the style is defined therelationship. The higher relationship marketing activities, the higher service satisfaction in word-of mouthmarketing. The relationship between relationship marketing and customer satisfaction in word-of mouthmarketing is defined the relationship. This research showed that the expertise in the relationship marketingactivities showed the greatest impact in both customer satisfaction and word-of-mouth activities. Based onthese results, this study intends to provide empirical data to improve marketing in cosmetic service industry.
참고문헌 (27)
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