뷰티서비스업체의 불평처리서비스와 고객충성도 간의 관계

A Study of the Relationship Between Customer Complaint Management and Customer Loyalty in Beauty Salons

The purposes of this study were to verify the ways in which customer complaints are managed and their effects on customer satisfaction as well as to examine the relationship between customer complaint management and customer loyalty. To achieve the purposes, a questionnaire was conducted with 398 beauty shop employees. Data were analyzed using SPSS 18.0. The results of this study were summarized as follow: First, customer complaint management was related positively to customer satisfaction. Second, customer satisfaction was related positively to consumer loyalty. Third, customer complaint management indirectly affected the intent to revisit through customer satisfaction. Fourth, customer complaint management indirectly affected word-of-mouth effects through customer satisfaction.