미용실의 감성마케팅 요소가 서비스 회복전략 및 고객 충성도에 미치는 영향

The effects of emotional marketing elements on service recovery strategy and customer loyalty

This study attempted to analyze the effects of emotional marketing on customer loyalty and service recovery strategies and investigate causal relationships among the variables. The sub-factors of emotional marketing were set by five senses, and reliability analysis, correlation analysis and confirmatory factor analysis (CFA) were performed with 657 beauty salon customers. Lastly, a structural equation modeling (SEM) analysis was conducted. The results found the following: A certain level of reliability was found in all questions, and emotional marketing factors had a significant direct effect on customer loyalty. In contrast, they had no direct effect on service recovery strategies. Taking customer loyalty as a parameter, a significant indirect effect was observed. These results show that if customer loyalty is high with the presence of an emotional marketing strategy in the event of service failure, the effects of service recovery strategies could be enhanced.