미용실의 관계자산이 고객감정반응 및 고객만족도 간의 영향관계 및 매개효과 연구

The Influence and Mediating Effects of Relational Assets on Customers’ Emotional Responses and Customer Satisfaction in Beauty Salons

In cosmetology service, customer satisfaction can differ depending on customers’ emotional responses through service encounters and the relational assets that are formed based on trust between employees and customers and among related businesses. Therefore, this study attempted to derive the factors needed for the management of the customer relationship after classifying relational asset fields and empirically investigating the structural relationship between customers’ emotional responses and customer satisfaction and to provide the basic data and information needed to improve customer satisfaction. For data analysis, frequency analysis and factor analysis were performed using SPSS v. 21.0. For reliability testing, Cronbach’s alpha was estimated. Furthermore, correlation analysis, linear regression analysis and 3-step mediated regression analysis were performed. For this, a questionnaire survey was conducted from November 25 to December 30, 2017 among the employees of beauty salons in Gwangju Metropolitan City. A total of 453 questionnaires were analyzed using a 5-point Likert scale. Specifically, theoretical background on relational assets, customers’ emotional responses and customer satisfaction, research method and others were analyzed. The results found the following: Relational assets had an influence on customers’ emotional responses and customer satisfaction. Furthermore, customers’ emotional responses affected customer satisfaction and revealed a mediating effect on a relational asset-customer satisfaction relationship. In terms of the sub-factors of relational assets, it was shown that an intimate program and a knowledge-building program were important. Therefore, there should be more interest in such programs and efforts for their efficient operation.