1인 미용실의 관계혜택이 고객충성도에 미치는 영향에 관한 연구

A Study of the Effects of Independent Beauty Salon Relational Benefits on Customer Loyalty: A Mediating Effect of Customer Trust

This study proposes an effective marketing plan for individually owned and operated beauty salons by investigating the effects of its relational benefits on customer trust and loyalty during the current fierce market competition. A study was conducted with 322 independent beauty salon customers in Seoul, Gyeonggi-do, Daejeon and Chungcheong-do, and Gwangju and Jeolla-do. In terms of data analysis, frequency analysis, reliability analysis, confirmatory factor analysis and correlation analysis were conducted using SPSS 15.0 and Amos 18. A path analysis was performed using a structural equation model for hypothesis testing. The study results found the following: First, according to the analysis on the effects of relational benefits perceived by the independent beauty salon customers on customer trust, significantly positive effects were found i n three sub-factors (confirmatory, social and special benefits). Second, in terms of the effects of the relational benefits on customer loyalty, significantly positive effects were observed in confirmatory and special benefits. Third, in terms of the effects of customer trust on customer loyalty, a significantly positive effect was found in trust. Fourth, in terms of the relationship between relational benefits and customer loyalty, a partial mediating effect was found in trust.