헤어 미용서비스 마케팅 믹스요인(7Ps)이 고객만족 및 충성도에 미치는 영향

Influence of Hair and Beauty Service Marketing Mix Factors (7Ps) on Customer Satisfaction and Loyalty

This study attempted to investigate the influence of the 7Ps of marketing on customer satisfaction and loyalty in hair services with a goal of providing marketing strategies which are needed to increase revenues through such 7 elements of marketing. For this, a questionnaire survey was performed, and a total of 325 copies were used for final analysis. The collected data were analyzed by frequency analysis, reliability analysis and multiple regression analysis, using SPSS 21.0, and the results found the followings: First, among the 7Ps of marketing, ‘people’ was excluded. Instead, ‘partnership’ was added. In addition, customer satisfaction and loyalty are categorized as ‘uni-dimensional’. Second, as strategic marketing was used, customer satisfaction and loyalty further increased. Third, high customer satisfaction revealed high customer loyalty. In sum, it is anticipated that the 7Ps of marketing mix would have a positive influence on customer satisfaction and customer loyalty as differentiated strategic elements and increase sales. It is expected that there would further studies which are more reliable with a wide range of age and region and through segmentation of diverse variables.