한국프랜차이즈경영연구 (The Korean Journal of Franchise Management)

  • 제12권3호
  • /
  • Pages.7-19
  • /
  • 2021
  • /
  • 2093-9582(pISSN)
  • /
  • 2508-4593(eISSN)
한국프랜차이즈경영학회 (Korea Society of Franchise Management)
권호 표지
DOI QR코드

DOI QR Code

Effects of Shop Selection Attributes, Lifestyle on Customer Satisfaction and Relationship Orientation of Franchise Beauty Shop Users

  • HWANG, Yean-Hwa (Department of Beauty Arts, Dongbang Culture University) ;
  • KIM, Moon-Ju (Department of Beauty Arts, Dongbang Culture University)
  • 투고 : 2021.08.02
  • 심사 : 2021.09.10
  • 발행 : 2021.09.10
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose: The hotel industry needs a leader who can actively demonstrate leadership to respond to and accept changes in the organization in a highly competitive and fast-changing environment. Therefore, the role of leaders who instill clear vision and goals of the organization in their members, listen to their opinions, and empathize is paramount. Leaders should encourage successful organizational activities based on active participation by employees and create the best environment for working with a sense of mission and responsibility. This study aims to identify the relationship between empathy leadership and job engagement as a result variable of team cohesion in the hotel culinary department and conduct empirical studies on the role of empathy leadership and job engagement. Research design, data, and methodology: The data were collected from employees who work in culinary department at a five-star franchise hotel located in the Seoul metropolitan area. Because it is difficult to conduct a survey through face-to-face contact with employees due to the COVID-19 pandemic, the online survey was conducted from February 1 to February 28, 2020. A total of 330 questionnaires through online were distributed and 268 employees completed the survey, yielding a response rate of 81%. Of the 268 returned responses, 27 responses were not usable due to missing information. Thus, a total of 241 responses were used for analysis. Results: The study results are as follows. First, it has been shown that the empathy leadership of culinary department in hotel companies has a significant positive impact on the job engagement. Second, it has been shown that job engagement has a significant positive effect on members' team cohesiveness. Third, empathy leadership of hotel companies' culinary department has a significant positive impact on members' team cohesiveness. Fourth, job engagement has a significant positive (+) mediating effect in the relationship between empathy leadership and team cohesiveness in culinary department. Conclusion: This study supports the theory that an emotional and empathic leader's behavior or ability can change the effectiveness or atmosphere of a rapidly changing hotel culinary team organization by presenting a research model on the effect of empathic leadership on job engagement and team cohesiveness. And hotel chefs should be more aware of the importance of empathic leadership and make them a human resource of the organization through formal and informal communication with culinary employees.

키워드

참고문헌

  1. Ahn, S. W. (2013). A study on selecting stores to activate the local chain supermarket using consumer factors analysis. Seoul, Korea: Thesis for Doctorate in Dongguk University.
  2. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction marker share and profitability: Findings from Sweden. Journal of Marketing, 58(3), 54-60.
  3. Berry, L. L. (1983). Relationship marketing of services: growing interest, emerging perspectives. Journal of Academy of Marketing Science, 23(4), 236-245. https://doi.org/10.1177/009207039502300402
  4. Boyle, B. A., & Dwyer, F. R. (1995). Power, bureaucracy, influence, and performance: Their relationships in industrial distribution channels. Journal of Business Research, 32(3), 189-200. https://doi.org/10.1016/0148-2963(94)00045-G
  5. Chang, H. J., Cho, H. J., Turner, T., Gupta, M., & Watchravesringkan, K. (2015). Effects of store attributes on retail patronage behaviors: Evidence from activewear specialty stores. Journal of Fashion Marketing and Management., 19 (2), 136-153. https://doi.org/10.1108/JFMM-03-2014-0019
  6. Cho, C. B., & Chae, B. S. (2011). A study on the lifestyle and the personal values affecting the dining consumptions trends. Journal of Foodservice Management, 4(2). 179-215.
  7. Cho, S. H., Rhee, I. A., & Kim, N. H. (2014). The influence of display components & customer satisfaction for beauty shop customer lifestyle. Journal of the Korea Academia-Industrial Cooperation Society, 15(2), 891-901. https://doi.org/10.5762/KAIS.2014.15.2.891
  8. Choi, I. Y., & Woo, M. O. (2019). Life styles and attitudes of health beauty store users: influence on cosmetic products purchasing behaviors. Journal of Investigative Cosmetology, 15(3), 295-303. https://doi.org/10.15810/JIC.2019.15.3.008
  9. Dwyer, F. R., Schurr, P. H., & Oh, S. J. (1987). Developing buyer-seller relationships. Journal of Marketing Research, 51(2), 11-27
  10. Engel, J. F., & Blackwell, R. D. (1982). Consumer behavior (4th ed.). Chicago: The Dryden Press.
  11. Engel, J. F., Balckwell, R. D., & Miniard, P. W. (1995). Consumer behavior (10th ed.). Orland, FL: The Dryden Press.
  12. Fornell. C., & Larker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
  13. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19. https://doi.org/10.2307/1252265
  14. Giddens, A., 1991. Modernity and Self-identity: Self and Society in the Late Modern Age. Stanford University Press, Stanford, CA.
  15. Gomez, I. M., McLaughlin, W. E., & Wittink, R. D. (2004). Customer satisfaction and retail sales performance: An empirical investigation. Journal of Retailing, 80(4), 265-278. https://doi.org/10.1016/j.jretai.2004.10.003
  16. Gronroos C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
  17. Guk, H. R. (2019). Causality relationship among selection attributes, trust, customer satisfaction, and revisit intention of beauty shop users. Kwangju Korea: Thesis for Doctorate in Kwangju Women's University.
  18. Guk, H. R., & Kim, S. H. (2019). The effect of the choice factors of beauty salon on customer satisfaction and loyalty. Journal of the Korean Society of cosmetology. 25(2), 417-425.
  19. Hair, J. F. Jr., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). London, UK: SAGE Publications Ltd.
  20. Hansen, R. A., & Deutscher, T. (1977). An empirical investigation of attributes importance in retail store selection. Journal of Retailing, 53(4), 59-72.
  21. Ha, S. W., Cho, H. I., & Yoon, B. M. (2013). The relationship among service quality, service value, cognitive and affective responses, customer satisfaction, revisit intentions, and loyalty of golf courses. The Korean Society of Sports Science, 22(1), 673-686.
  22. Human Resources Development Service of Korea. (2004). National competency standards - beauty salon services.
  23. Jang, K. H. (2013). Influence of service quality in esthetic shop on price fairness perceptions, customer satisfaction, revisit and the degree of word-of-mouth. Daejeon, Korea: Thesis for Doctorate in Daejeon University.
  24. Jeong, H. S. (2009). Dual loyalty behavior of the beauty services industry and customers: Focusing on human loyalty and store loyalty. Gyeonggi: Korea Study Information Co., Ltd.
  25. Jo, A. R., Choi, H. Y., & Kim, H. S. (2016). A study on selection attributes, customer satisfaction and relationship orientation in franchised coffee shop among female customers in their 20s': Focused on moderating effect of brand image. Korean Journal of Hospitality & Tourism, 25(7), 1-15.
  26. Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12(2), 267-286. https://doi.org/10.1016/0167-4870(91)90016-M
  27. Jo, H. Y. (2017). A study on the effect of lifestyle and beauty shop choice attributes on usage satisfaction and reuse intention. Gyeonggi, Korea: Thesis for Doctorate in Westminster Graduate School of Theology.
  28. Jo, P. R. (2003). The effects of store attributes and consumer characteristics on beauty service choice behavior. Incheon, Korea: Thesis for Doctorate in Incheon University.
  29. Jun, S. S., & Jang, H. Y. (2015). A study on the influence of choice attributes for store satisfaction, store trust and store loyalty in cellular phone store: The moderating effect of consumption patterns. The Journal of Internet Electronic Commerce Research, 15(1), 55-74.
  30. Kelly, R. F., & Stephenson, R. (1967). The semantic differential: an information source for designing retail patronage appeals. Journal of Marketing, 31(4), 43-47. https://doi.org/10.2307/1249465
  31. Kim, I. O., & Lee, M. H. (2019). A study on the difference between selection attributes of hair salon and beauty management behaviors by lifestyle types. The Journal of Korean Society of Design Culture, 25(3), 65-77. https://doi.org/10.18208/ksdc.2019.25.3.65
  32. Kim, J. S. (2019). Influence of relationship-orientation between wholesale and retail sale of the liquor business on their relationship quality and long-term orientation. Busan, Korea: Thesis for Doctorate in Dongeui University.
  33. Kim, M. J., Yang, S. J., & Rhee, H. J. (2019). Effects of Chinese consumer lifestyles on perceived value, purchase intention, and consumer satisfaction of Korean premium cosmetics. Academy of Customer Satisfaction Management, 21(2), 15-39. https://doi.org/10.34183/kcsma.21.2.2
  34. Kotler, P. (1996). Marketing management: analysis, planning, implementation, and control (9th ed.). Hemel Hempstead: Prentice-Hall.
  35. Kotler, P., & Keller, K. (2006). Marketing management: customer value, customer satisfaction and customer loyalty. New Jersey: Upper Saddle River.
  36. Kuk, H. R., & Kim, S. H. (2019). The effect of the choice factors of beauty salon on customer satisfaction and loyalty. Journal of the Korean Society of cosmetology, 25(2), 417-425.
  37. Kunkel, J. H., & Berry, L. L. (1968). A behavioral conception of retail Image. Journal of Marketing, 32(4), 21-27. https://doi.org/10.1177/002224296803200405
  38. Kwon, Y. J., & Hong, B. S. (2006). The effect of discount store attributes and clothing product: Evaluation on store loyalty. Journal of the Korean Society of Clothing and Textiles, 30(7), 1066-1077.
  39. Lazer. W. (1963). Life style concepts and marketing. in Stephen A. Greyser (ed.) Toward scientific marketing. Chicago: American Marketing Association.
  40. Lee, J. K., & Choi, J. S. (2003). Analysis of influence of the beauty salon staff on customer satisfaction. Journal of the Korean Society of cosmetology, 9(3), 71-77.
  41. Lee, Y.-K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons' emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56-64. https://doi.org/10.1016/j.jbusres.2006.05.009
  42. Lindquist, J. (1974). Meaning of image a survey of empirical and hypothetical evidence. Journal of Retailing, 50(4), 29-38.
  43. Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36(1), 47-55.
  44. Monroe, K. B. & Guiltinan, J. P. (1975). A path-analytic exploration of retail patronage influences. Journal of Consumer Research, 2(1), 19-28. https://doi.org/10.1086/208612
  45. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.2307/1252308
  46. Murry, J. P., Lastovicka, J. L., & Austin, J. R. (Eds.). (1997). The value of understanding the influence of lifestyle trait motivations on consumption beliefs. Mahwah, NJ: Lawrence Erlbaum.
  47. Na, K. S. (2015). The influence of store choice attributes on store image, perceived value, and loyalty. Chuncheon, Korea: Thesis for Doctorate in Kangwon National University.
  48. Nam, H. S. (2014). A study on the effect of relationship marketing factors to the relationship quality and the relationship performance. Yeongju, Korea: Thesis for Doctorate in Dongyang University.
  49. Nam, K. S. A study on the perception of beauty shop attributes and customer satisfaction by demographic characteristics. Journal of the Korean Society of cosmetology, 26(4), 743-751.
  50. Noordewier, T. G., George, J., & Nevin, J. R. (1990). Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships. Journal of Marketing, 55(4), 80-93 https://doi.org/10.1177/002224299005400407
  51. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.
  52. Oliver, R. L. (1980). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48.
  53. Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(12), 418-430. https://doi.org/10.1086/209358
  54. Park, J. C. (2016). A study on the differences of traditional market visitors' satisfaction and behavior intention according to lifestyle. Journal of Hospitality and Tourism Studies, 18(1), 307-323.
  55. Park, M. S. (2019). Effects of shop selection attributes on customer relationship quality and relational continuity for make-up and nail shops: Focusing on the mediating effect of customer shopping orientations. Gwangju, Korea: Thesis for Doctorate in Gwangju University.
  56. Park, S. G., Park, S. J., & Kim, H. H. (2005). Beauty management. Seoul: Chungrim Publishing Co., Ltd.
  57. Park, Y. J. (2017). A study investigating the effect of beauty service providers' communication on relationship quality & relationship orientation. Seoul, Korea: Thesis for Doctorate in Seokyeong University.
  58. Park, Y. M., & Baek, K. J. (2020). Analysis of differences in store choice and hairstyle pursuit behaviors according to lifestyle types of one-person hair salon users. The Research Journal of the Costume Culture, 28(2), 229-244. https://doi.org/10.29049/rjcc.2020.28.2.229
  59. Ryu, S. Y. (2010). Effects of beauty salon customer's lifestyle and service attributes upon customer satisfaction and revisit. Busan, Korea: Thesis for Doctorate in Kyungsung University.
  60. Seong, H. S. (2004). Study on relationship orientation and performance of e-CRM encounter satisfaction: Focused on hotel industry. Seoul, Korea: Thesis for Doctorate in Kyunghee University.
  61. Seo, S. O., Kang, S. I., & Kim, Y. Z. (2012). A study on consumers' purchasing motives, source, and shop choice attributes of beauty service according to their values. Journal of the Korean Society of cosmetology, 18(1), 60-69.
  62. Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology & Marketing, 14(4), 361-378. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4<361::AID-MAR4>3.0.CO;2-7
  63. Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271. https://doi.org/10.1177/009207039502300405
  64. Sin, C. O. (2017). A study on the influence of restaurant factors on customer satisfaction, store trust, and intention to visit: Focusing on Korean restaurants. Daejeon, Korea: Thesis for Doctorate in Daejeon University.
  65. Van Dolen, W., Ruyter, K., & Lemmink, J. (2004). An empirical assessment of the influence of customer emotions and contact employee performance on encounter and relationship satisfaction. Journal of Business Research, 57(4), 437-444. https://doi.org/10.1016/S0148-2963(02)00277-1
  66. Yang, H. C., & Cho, H. Y. (2018). Effects of user-perceived important factors of social commerce on satisfaction and purchasing intention: Focusing on impulse buying. The Asian International Journal of Life Sciences, 15(3), 2059-2072.
  67. Yi, W. H., Kim, S. O., Lee, S. Y., & Youn, M. K. (2012). Study on the effects of shop choice properties on brand attitudes: Focus on six major coffee shop brands. Journal of Distribution Science, 10(3), 51-61. https://doi.org/10.15722/jds.10.3.201203.51
  68. You, K. W. (2016). The influence of hair shop select attribution on intend to use: focusing on the mediating effect of hairdresser and brand trust. Iksan, Korea: Thesis for Doctorate in Wonkwang University.