미용실 관계자산이 고객몰입, 고객충성행동과의 영향관계 및 매개효과 연구

A Study on the Influence and Mediating Effects of Relational Assets of Beauty Salons on Customer Commitment and Customer Loyalty

Due to a reduction in price and diversified services after the quantitative expansion of the beauty salon industry, recently, customers have been moving around freely to different businesses. Under these circumstances, beauty salons must improve business performance by maintaining a strong relationship with their customers and further turning them into loyal ones. This study divided relational assets into small parts and attempted to empirically investigate their effects on customer commitment and customer loyalty for the purpose of providing basic data that can be helpful in managing and keeping loyal customers in the beauty salon industry. For data analysis, a frequency analysis and factor analysis were performed using SPSS v. 21.0. For reliability testing, Cronbach’s alpha coefficient was calculated. Furthermore, correlation analysis, liner regression analysis and 3-step mediated regression analysis were carried out. In terms of the subject and scope of the study, a questionnaire survey was performed among beauty salon employees in Gwangju from November 16 to December 17, 2016. A total of 389 copies were analyzed, using a 5-point Likert scale. The study includes the following: the current status of the beauty salon industry; the concept & importance of relational assets; previous studies and the relationship among relational assets, customer commitment and customer loyalty; study design & factor analysis. The study results found that relational assets have an influence on customer commitment and customer loyalty while customer commitment affects customer loyalty. At the same time, mediating effects were found between relational assets and customer loyalty. To keep and manage loyal customers, therefore, there should be more efforts on the improvement of relational assets and customer commitment, promoting customer affection for and trust in the beauty salon, not just providing reward services for customer satisfaction.