복식문화연구 (The Research Journal of the Costume Culture)

  • 제29권1호
  • /
  • Pages.87-102
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  • 2021
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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메이크업 서비스 마케팅 믹스가 고객재방문 의도에 미치는 영향 - 고객만족도와 고객충성도의 매개효과 분석 -

The effects of makeup service marketing mix on customer revisit intention - Analysis of mediating effects of customer satisfaction and customer loyalty -

  • 강지연 (중부대학교 공연예술체육학부)
  • Kang, Ji-Yeon (Dept. of Art & Physical Education, Joongbu University)
  • 투고 : 2021.02.05
  • 심사 : 2021.02.22
  • 발행 : 2021.02.28
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초록

The purpose of this study is to investigate customer satisfaction factors that affect customer loyalty and revisit intention, and the seven factors which comprise the marketing mix that affects customer satisfaction. loyalty, and intention to revisit. The purpose of the project is to propose a research model by testing the mediated effects of customer satisfaction and loyalty using mainly factor analysis, regression analysis, and mediation analysis. First the results showed that the marketing mix 7P factors influence customer satisfaction were identified as service delivery process, product, physical basis, and promotion. The factors that influence marketing mix 7P customer loyalty were tested in the order of service delivery, physical basis, product, and distribution. Second, the factors that affect customer loyalty were artists, service, and prices whereas the factors that affect customer satisfaction were tested in the order of service, artist, cosmetics, and price. Third, the factors affecting customer revisit intention were newly derived as treatment satisfaction, professionalism, and treatment products. Fourth, the relationship between marketing mix and customer revisit intention suggested that customer satisfaction and customer loyalty has a partial sale effect. It can be suggested on the basis of these findings that the effect of makeup service with marketing mix on customer revisit intention was analyzed and a new model was derived by analyzing the mediated effect of customer satisfaction and customer loyalty.

키워드

과제정보

This paper was supported by Joongbu University Research & Development Fund, in 2020.

참고문헌

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