미용서비스업 소상공인의 경영유형이 고객충성도에 미치는 영향

The Effects of Small Business Owners’ Management Styles on Customer Loyalty in the Cosmetology Service Business

This study attempted to investigate the effects of small business owners’ business styles on customer loyalty in the cosmetic service business. For this, a questionnaires survey (a total of 317 copies) was performed among adult men and women in Gangwon-do from November 2018 to June 2019, and the results found the following: According to factor analysis, expertise, marketing, money management and staff management were extracted in terms of management styles. In customer loyalty, only one factor was obtained. According to reliability analysis, validity and reliability on expertise, marketing, money management, staff management and customer loyalty were secured. According to correlation analysis, positive correlations were found at the .001 significance level among the factors but marketing and staff management. In regression analysis, expertise and staff management revealed a statistically significant influence on customer loyalty (p<.001). In contrast, no significant effect was observed in marketing and money management. In other words, as beauty salon services are more professional, and employees are well managed, customer loyalty increased. Therefore, in order for beauty salon owners to increase their added value, they must have more professional knowledge and keep managing their employees in a systematic fashion.