DOI QR코드

DOI QR Code

A Study on The Influence of Relational Benefits on Brand Image and Trust of Trainees in Make-up Beauty Academy

메이크업 전문 뷰티아카데미 교육생들의 관계효익이 뷰티아카데미 브랜드 이미지와 신뢰에 미치는 영향

  • 김희수 (중앙대학교 대학원 창업학과) ;
  • 한수진 (서울과학기술대학교 창업지원단)
  • Received : 2020.04.14
  • Accepted : 2020.05.20
  • Published : 2020.05.28

Abstract

This study analyzed the effect of relational benefits that students of Makeup Beauty Academy perceive about Beauty Academy on brand image, trust and recommendation intention. The survey was conducted on students from five Beauty Academies in Seoul, Incheon and Gyeonggi Province. The analysis was done using SmartPLS 2.0, which enables simultaneous measurement of causal relationships, mutual influence and structural models among potential variables. According to the analysis, social benefits, economic benefits, and customization benefits, excluding psychological benefits, have a significant impact on the brand image. Psychological and economic benefits were found to have no significant impact on trust. Both brand image and trust were found to have a significant impact on the recommendation intention. Based on the results of the analysis, the implications necessary for the formation of customer relationships between the makeup-specialized Beauty Academy and the students were presented.

본 연구는 메이크업 뷰티아카데미 수강생들이 뷰티아카데미에 대해 지각하는 관계혜택이 브랜드 이미지와 신뢰, 추천의도에 미치는 영향에 대해 분석하였다. 이를 위해 서울, 인천, 경기 등 5개 전문 뷰티아카데미 수강생을 대상으로 설문조사를 실시하였다. 잠재변수들 간의 인과관계와 상호 영향력, 구조모형을 동시에 측정할 수 있는 SmartPLS 2.0을 이용하여 분석하였다. 분석결과 관계효익 중 심리적 효익을 제외한 사회적 효익, 경제적 효익, 고객화 효익은 브랜드 이미지에 유의한 영향을 미치는 것으로 나타났다. 심리적 효익과 경제적 효익은 신뢰에 유의한 영향을 미치지 않는 것으로 나타났다. 브랜드 이미지와 신뢰 모두 추천의도에 유의한 영향을 미치는 것으로 나타났다. 분석결과를 바탕으로 메이크업 전문 뷰티아카데미와 수강생들 간의 고객관계 형성에 필요한 시사점을 도출하였다.

Keywords

References

  1. K. E. Reynolds & S. E. Beatty. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11-32. https://doi.org/10.1016/S0022-4359(99)80002-5
  2. S. M. Kang & H. J. Kim. (2018). Effects of relationship benefits on customer satisfaction and long-term relationship orientation : focused on credit unions. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 13(2), 125-137. https://doi.org/10.16972/APJBVE.13.2.201804.125
  3. E. J. Heo. (2015). The effects of relational benefits on customer satisfaction, trust and relational continuance intention-focusing on customer personality in the market of cosmetic medicine. Doctoral Dissertation. Gyeongsang National University, Jinju.
  4. K. P. Gwinner, D. D. Gremler, & M. J. Bitner. (1998). Relational benefits in service industries: the customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101-114. https://doi.org/10.1177/0092070398262002
  5. K. S. Song & N. Y. Lee. (2017). Study on social enterprise customer's relational benefits impact on repurchase intention and intention to recommendfocusing on the mediating effect of customer-company identification. Journal of Human Resource Management Research, 24(3), 101-125. https://doi.org/10.14396/jhrmr.2016.24.3.101
  6. M. H. Kim. (2016). A study on relationship benefits and customer value in spectacle shop for university students, Gyeong-buk. The Korean Journal of Vision Science, 18(2), 197-213. https://doi.org/10.17337/JMBI.2016.18.2.197
  7. R. M. Morgan & S. D. Hunt. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38. https://doi.org/10.1177/002224299405800202
  8. Y. G. Kwon. (2005). An integrated study for customer loyalty in internet shopping mall. Doctoral Dissertation. Yonsei University, Seoul.
  9. J. Y. Oh. (2008). The effect of relation benefits and shopping value on the word-of-mouth intention and the repurchase intension in internet shopping mall. Mater Dissertation. Hongik University, Seoul.
  10. J. F. Li & Z. X. Lin. (2016). Social benefit expenditures and stagflation: evidence from the United States. Applied Economics, 48(55), 5340-5347. https://doi.org/10.1080/00036846.2016.1176118
  11. M. Candi & K. B. Kahn. (2016). Functional, emotional, and social benefits of new B2B services. Industrial Marketing Management, 57, 177-184. https://doi.org/10.1016/j.indmarman.2016.02.002
  12. C. J. Huang. (2017). Relational benefits, customer satisfaction, and customer citizenship behavior in chain store restaurants. The International Journal of Organizational Innovation, 9(4), 258-274.
  13. R. Grieve & J. Watkinson. (2016). The psychological benefits of being authentic on Facebook. Cyberpsychology, Behavior & Social Networking, 19(7), 420-425. https://doi.org/10.1089/cyber.2016.0010
  14. J. H. Kim, H. Y. Lee, & M. Y. Baek. (2012). Relational benefit of hotel service on customer satisfaction, switching intention and retention intention-moderating effect of personality. Korea Academic Society of Tourism Management, 27(4), 117-139.
  15. H. S. Suh & H. J. Ju. (2012). The study on the effect of relationship benefits on commitment, intention to alienate, and loyalty in open market. Journal of the Korea Service Management Society, 13(5), 31-57.
  16. C. L. Ra. (2013). The effect of relationship benefit on trust, relational commitment and long-term relationship intention: focusing on the hotel customer. Doctoral Dissertation. Honam University, Kwangju.
  17. J. A. Choi & H. R. Jo. (2017). A study on the relationships among relational benefits, customer satisfaction and relational commitment. Korea Logistics Review, 27(6), 171-180.
  18. M. J. Bitner. (1995). Building service relationships: it's all about promises. Journal of the Academy of Marketing Science, 23(4), 246-251. https://doi.org/10.1177/009207039502300403
  19. D. A. Aaker & J. G. Myers. (1982). Advertising Management. New Jersey. Prentice-Hall Inc..
  20. K. L. Keller. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(January), 1-22. https://doi.org/10.1177/002224299305700101
  21. K. H. An. (2003). Market leaders' brand management: rational and emotional marketing approach. Seoul. Hakhyunsa.
  22. K. Ryu, H. Han, & T. H. Kim. (2008). The relationships among overall quick-causal restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469. https://doi.org/10.1016/j.ijhm.2007.11.001
  23. V. A. Zeithaml. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446
  24. A. Anwar, A. Gulzar, F. B. Sohail, & S. N. Akram. (2011). Impact of brand image, trust, and affect on consumer brand extension attitude: the mediating role of brand loyalty. International Journal of Economics and Management Sciences, 1(5), 73-79.
  25. C. H. Lien, M. J. Wen, L. C. Huang, & K. L. Wu. (2015). Online hotel booking: the effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005
  26. M. Aghekyan-Simonian, S. Forsythe, S. K. Wi, & V. Chattaraman. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331. https://doi.org/10.1016/j.jretconser.2012.03.006
  27. N. Kumar. (1996). The power of trust in manufacture - retailer relationships. Harvard Business Review, November-December, 92-106.
  28. D. H. Schurr & J. L. Ozanne. (1985). Influences of exchange process: buyer's preconception of a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 11(4), 939-953. https://doi.org/10.1086/209028
  29. L. A. Crosby, K. R. Evans, & D. Cowles. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. https://doi.org/10.2307/1251817
  30. P. M. Doney & J. P. Cannon. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. https://doi.org/10.2307/1251829
  31. A. K. Mishra, K. E. Grubb, & W. Lee. (2015). Reducing turnover in franchise-based small business organizations: the role of trust, justice and commitment. Small Business Institute Journal, 11(1), 6-23.
  32. J. A. Colquitt, B. A. Scott, & J. A. Lepine. (2004). A meta-analytic test and extension of an integrative model of trust. Paper presented at the Academy of Management meetings in New Orleans, LA.
  33. H. H. Park & J. O. Jeon. (2013). The influence of perceived value and trust on reuse intention of social commerce : moderating effect of gender. Journal of Marketing Studies, 21(4), 57-80.
  34. H. W. Kim, Y. Xu, & S. Gupta. (2012). Which is more important in internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11(3), 241-252. https://doi.org/10.1016/j.elerap.2011.06.003
  35. S. Y. Park, S. W. Bae, & J. K. Jun. (2013). The effects of customer perceived value on love components via satisfaction and trust. Korean Journal of Hotel Administration, 22(5), 241-260.
  36. P. Pavlou, H. Liang, Y. Xue. (2007). Understanding and mitigating uncertainty in online exchange relationships: a principal-agent perspective. MIS Quarterly, 31(1), 105-136. https://doi.org/10.2307/25148783
  37. A. Everard & D. F. Galletta. (2006). How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store. Journal of Management Information Systems, 22(3), 56-95. https://doi.org/10.2753/MIS0742-1222220303
  38. A. S. Dick & K. Basu. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  39. P. Kotler. (1999). Marketing Management: Analysis, Planning, Implementation and Control, 8th Edition. New Jersey. Prentice-Hall Inc..
  40. S. Ganesan. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19. https://doi.org/10.1177/002224299405800201
  41. L. J. Harrison-Walker. (2001). The measurement of word-of-mouth communication and an investigating of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75. https://doi.org/10.1177/109467050141006
  42. P. Kotler & K. Keller. (2012). Marketing Management, 14th Edition. New Jersey. Prentice-Hall Inc..
  43. A. Parasuraman, L. L. Berry, & V. A. Zeithaml. (1993). More on improving service quality measurement. Journal of Retailing, 69(1), 140-147. https://doi.org/10.1016/S0022-4359(05)80007-7
  44. Y. K. Lee, B. H. Choi, & H. N. Moon. (2002). The effects of relational benefits on customer's employee and restaurant satisfaction and customer loyalty. Korean Management Review, 31(2), 373-404.
  45. H. J. Kim & Y. K. Na. (2009). The effect of brand loyalty on customer-brand relationship quality, brand trust, identification. Journal of the Korean Society of Cosmetology, 15(4), 1179-1191.
  46. J. Y. Park & M. R. Suk. (2011). Influence of brand awareness and brand image of take-out coffee shop on the customers' satisfaction and loyalty. International Tourism Management and Science, 26(1), 183-199.
  47. J. S. Kang. (2015). Innovative service characteristics of sport brand application impact on accepting attitude and intention to recommendation. Journal of Sport and Leisure Studies, 61, 227-236. https://doi.org/10.51979/KSSLS.2015.08.61.227
  48. C. Fonell & F. L. Bookstein. (1982). Two structural equation models: LISREL and PLS applied to consumer exit-coice theory. Journal of Marketing Research, 14, 440-452.
  49. C. Fornell & D. Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  50. W. Chin. (1998). The partial least squares approach for structural equation modeling in Modern Methods for Business Research., G. A. Marcoulides. G.(Ed.). Mahwah, New Jersey. Lawrence Erlbaum Associates, Inc..
  51. J. P. Yu. (2012). Structural equation modeling concepts and understanding. Seoul. Hannarae Publishing Co..
  52. R. P. Bagozzi & Y. Yi. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  53. J. Hulland. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, 20(2), 195-204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
  54. M. Tenenhaus, V. Vinzi, Y. Chatelin, & C. Lauro. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205. https://doi.org/10.1016/j.csda.2004.03.005
  55. W. W. Cotterman & A. S, James. (1992). Challenges and strategies for research in systems development. New York. John Wiley & Sons Inc..
  56. J. D. Lee. (2017). The effect that consumer relations benefits of bakery specialty shops has on repurchase according to brand image and brand attitudes. Doctoral dissertion. Kyonggi University, Su-won.
  57. H. K. Ha & W. C. Jeong. (2004). The consequences of relational benefits in the hotel industry. Tourism Research, 18, 41-64.
  58. Y. J. Choi, H. G. Kim, & J. D. Goo. (2013). A study on the relationship among relational benefit, trust, value and customer retention of travel agency. Journal of Hotel & Resort, 12(2), 77-95.
  59. A. S. Lee & S. J. Yang. (2015). The influence of skin care service provider-customer relationship benefits on customer loyalty and the word of mouth. Journal of Korean Society of Cosmetology, 21(6), 1147-1157.
  60. S. B. Jeon. (2016). A study on the effects of soley operated beauty salon's relational benefits on recommentation and defection intentions: mediating effects of customer satisfaction. Journal of Digital Convergence, 14(1), 413-425. https://doi.org/10.14400/JDC.2016.14.1.413