미용학원의 관계마케팅 요인이 교육성과에 미치는 영향: 광주⋅전남 미용학원을 중심으로

Effects of Beauty Academy Relationship Marketing on Educational Performances and Learner’s Voluntary Behavior: Focusing on Beauty academies in Gwangju and Jeonnam

In the rapidly changing beauty industry trends, beauty academies that provide educational services to students who want diverse and specialized cosmetology training have become more important. Under these circumstances, the purpose of this study is to unveil the effects that are needed for changes to achieve qualitative improvement and management performances that can respond to consumer needs as a more competitive educational service marketing strategy. First, multiple regression analysis was conducted to determine the relationship between beauty academies relationship marketing and educational performances. As a result, relationship orientation, customer orientation and communication had a positive influence on educational performances with statistical significance. Second, according to analysis of the relationship between the relationship marketing and learner‘s voluntary behavior, relationship orientation, customer orientation and communication revealed a positive effect on loyalty, participation and cooperation. Third, according to a simple regression analysis on the relationship between educational performances and learners’ voluntary behavior, educational performances had a positive influence on loyalty, participation and cooperation. Based on the said results, this study drew the following conclusions: To enhance educational performances and learner’s voluntary behavior, beauty academies need to increase customer loyalty and encourage them to sign up for the program again by maintaining a friendly relationship with learners through communication and actively taking advantage of relationship marketing such as prompt response to their educational desires and complaints. Therefore, to prevent current learners from leaving, there should be efforts to improve learner satisfaction through educational performances and marketing strategies that provide information about the educational programs and related agencies using diverse media and methods.