한국프랜차이즈경영연구 (The Korean Journal of Franchise Management)

  • 제14권4호
  • /
  • Pages.67-83
  • /
  • 2023
  • /
  • 2093-9582(pISSN)
  • /
  • 2508-4593(eISSN)
한국프랜차이즈경영학회 (Korea Society of Franchise Management)
권호 표지
DOI QR코드

DOI QR Code

뷰티숍의 마케팅 믹스가 인지된 가치, 평판, 그리고 재방문 의도에 미치는 영향

Impacts of a Beauty Shop's Marketing Mix(7Ps) on Perceived Value, Reputation, and Revisit Intention.

  • 투고 : 2023.11.18
  • 심사 : 2023.12.17
  • 발행 : 2023.12.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose: The beauty market is growing rapidly and becoming more competitive as new shops enter the market and offer similar products and services. The way for industries such as beauty shops to succeed in market competition is to understand customer needs and provide a marketing mix appropriate for those needs. Research design, data, and methodology: The survey was conducted for a total of 4 days from October 4 to October 7, 2023, and a total of 2,431 copies were distributed and 463 copies were returned. Excluding 2 copies with insincere responses, 461 copies were used for analysis. The data were analyzed with SPSS 25.0 and SamrtPLS 4.0. Result: Product, price, promotion, people, and physical evidence influence perceived value, but place and process didn't. Product, process, and physical evidence influence reputation, but price, location, promotion, and people didn't. Perceived value influences revisit intention but did not reputation. Reputation influences revisit intention. Conclusions: First, beauty shops must develop beauty services that can satisfy customers' needs. Second, beauty shops must continue to invest in external facilities and interior design. Third, intangible service processes can help the beauty shop's reputation. Fourth, beauty shops need to maintain a balance between price and perceived value so that customers can be satisfied with the service experience.

키워드

참고문헌

  1. Abd Wahab, N., Hassan, L. F. A., Shahid, S. A. M., & Maon, S. N. (2016). The relationship between marketing mix and customer loyalty in hijab industry: The mediating effect of customer satisfaction. Procedia Economics and Finance, 37, 366-371. https://doi.org/10.1016/S2212-5671(16)30138-1
  2. Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2001). Market response to a major policy change in the marketing mix: Learning from Procter & Gamble's value pricing strategy. Journal of Marketing, 65(1), 44-61. https://doi.org/10.1509/jmkg.65.1.44.18130
  3. Aksak, E. O., Ferguson, M. A., & Duman, S. A. (2016). Corporate social responsibility and CSR fit as predictors of corporate reputation: A global perspective. Public Relations Review, 42(1), 79-81. https://doi.org/10.1016/j.pubrev.2015.11.004
  4. Al Muala, A. (2012). Assessing the relationship between marketing mix and loyalty through tourists satisfaction in Jordan curative tourism. American Academic & Scholarly Research Journal, 4(2), 7-23.
  5. Armstrong, G., Kotler, P., & Da Silva, G. (2006). Marketing: An Introduction (: An Asian Pperspective). Pearson/Prentice Hall: Upper Saddle River, NJ.
  6. Armstrong, K., & Kotler, P. (2015). (2015). Marketing an Introducing. Prentice Hall.Marketing an introducing Prentice Hall. 12th edition, England: Person Education, Inc
  7. Azhar, M. E., Jufrizen, J., Prayogi, M. A., & Sari, M. (2019). Effect of marketing mix and service quality on tourist satisfaction. UII-ICABE, 133-140.
  8. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5
  9. Barnett, M. L., Jermier, J. M., & Lafferty, B. A. (2006). Corporate reputation: The definitional landscape. Corporate Reputation Review, 9, 26-38. https://doi.org/10.1057/palgrave.crr.1550012
  10. Barney, J. B., Ketchen Jr, D. J., & Wright, M. (2011). The future of resource-based theory: revitalization or decline?. Journal of Management, 37(5), 1299-1315.
  11. Battle, N. T. (2021). Black girls and the beauty salon: Fostering a safe space for collective self-care. Gender & Society, 35(4), 557-566. https://doi.org/10.1177/08912432211027258
  12. Booms, B. (1981). Marketing strategies and organizational structures for service firms. Marketing of Services, 47-51.
  13. Chang, H. S., Chen, T. Y., & Tseng, C. M. (2009). How cause related marketing influence customer value in banking industry?. Contemporary Management Research, 5(4), 343-368.
  14. Chang, L. L., F. Backman, K., & Chih Huang, Y. (2014). Creative tourism: a preliminary examination of creative tourists' motivation, experience, perceived value and revisit intention. International Journal of Culture, Tourism and Hospitality Research, 8(4), 401-419.
  15. Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
  16. Chi, H., Yeh, H. R., & Tsai, Y. C. (2011). The influences of perceived value on consumer purchase intention: the moderating effect of advertising endorser. Journal of International Management Studies, 6(1), 1-6.
  17. Chiu, W., Lee, K. Y., & Won, D. (2014). Consumer behavior toward counterfeit sporting goods. Social Behavior and Personality: An International Journal, 42(4), 615-624. https://doi.org/10.2224/sbp.2014.42.4.615
  18. Cole, S. T., & Scott, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1), 79-90. https://doi.org/10.1300/J073v16n01_08
  19. Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing. Journal of Marketing Management, 22(3-4), 407-438. https://doi.org/10.1362/026725706776861190
  20. Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308. https://doi.org/10.1080/15332667.2019.1705742
  21. Eggert, A., Ulaga, W., & Schultz, F. (2006). Value creation in the relationship life cycle: A quasi-longitudinal analysis. Industrial Marketing Management, 35(1), 20-27.
  22. Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477-488. https://doi.org/10.1016/j.tourman.2014.08.003
  23. Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.
  24. Familmaleki, M., Aghighi, A., & Hamidi, K. (2015). Analyzing the Impact of promotion mix on consumer's purchase decision. Advanced Social Humanities and Management, 2(1), 71-81.
  25. Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32. https://doi.org/10.1016/j.bdr.2015.02.006
  26. Ferrell, J. E. (2008). Feedback regulation of opposing enzymes generates robust, all-or-none bistable responses. Current Biology, 18(6), 244-R245.
  27. Frambach, R. T., Wels-Lips, I., & Gundlach, A. (1997). Proactive product service strategies: an application in the European health market. Industrial Marketing Management, 26(4), 341-352. https://doi.org/10.1016/S0019-8501(96)00122-8
  28. Garg, A., & Kumar, J. (2021). Social media marketing influence on Boutique Hotel customers' purchase intention in Malaysia. Tourism & Management Studies, 17(3), 51-62. https://doi.org/10.18089/tms.2021.170304
  29. Guiltinan, J. P. (1987). The price bundling of services: A normative framework. Journal of Marketing, 51(2), 74-85. https://doi.org/10.1177/002224298705100206
  30. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
  31. Hamid, R., Ong, M. H. A., Razak, I. R. A., Jamil, J., Ramli, N., Mohi, Z., & Shukur, S. A. M. (2020). The effect of core competencies as a moderator between perceived value and destination image in green hotel: An assessment using structural equation modeling technique with partial least square (ie PLS-SEM). International . Journal of. Supply Chain. Management, 9, 315-321.
  32. Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84-93.
  33. Hartline, M. D., & Ferrell, O. C. (1996). The management of customer-contact service employees: An empirical investigation. Journal of Marketing, 60(4), 52-70. https://doi.org/10.1177/002224299606000406
  34. Hauser, J. R., & Urban, G. L. (1986). The value priority hypotheses for consumer budget plans. Journal of Consumer Research, 12(4), 446-462. https://doi.org/10.1086/208529
  35. Hung, W. L., Lee, Y. J., & Huang, P. H. (2016). Creative experiences, memorability and revisit intention in creative tourism. Current Issues in Tourism, 19(8), 763-770. https://doi.org/10.1080/13683500.2013.877422
  36. Jain, M. K. (2013). An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary Studies, 1(4), 23-28.
  37. Jang, W. Y., Lee, J. H., & Hu, H. C. (2016). Halo, horn, or dark horse biases: Corporate reputation and the earnings announcement puzzle. Journal of Empirical Finance, 38, 272-289. https://doi.org/10.1016/j.jempfin.2016.07.005
  38. Kang, J., Y. (2021). The effects of makeup service marketing mix on customer revisit intention: Analysis of mediating effects of customer satisfaction and customer loyalty. The Research Journal of the Costume Culture, 29(1), 87-102. https://doi.org/10.29049/rjcc.2021.29.1.87
  39. Kelley, S. W. (1992). Developing customer orientation among service employees. Journal of the Academy of Marketing Science, 20(1), 27-36. https://doi.org/10.1007/BF02723473
  40. Khan, M. T. (2014). The concept of 'marketing mix'and its elements. International Journal of Information, Business and Management, 6(2), 95-107.
  41. Khasawneh, M. S., & Alfandi, A. M. (2019). Determining behaviour intentions from the overall destination image and risk perception. Tourism and Hospitality Management, 25(2), 355-375. https://doi.org/10.20867/thm.25.2.6
  42. Kim, M. K., Lee, D., Schoenstedt, L., Lee, S., & Kim, S. K. (2014). Effects of service quality in motor boat racing: relationships Relationships among perceived value, customer satisfaction, and word-of-mouth. International Journal of Sports Science, 4(2), 39-46.
  43. Kotler, P., & Keller, K. L. (2009). Menejemen Pemasaran. Penerbit: Erlanggga. Jakarta.
  44. Kukanja, M., Planinc, T., & Suligoj, M. (2016). Influence of managers' demographic characteristics on CSR practices in the restaurant industry: the The case of Slovenia. Tourism and Hospitality Management, 22(2), 151-172. https://doi.org/10.20867/thm.22.2.2
  45. Kumar, A., Shankar, R., & Aljohani, N. R. (2020). A big data driven framework for demand-driven forecasting with effects of marketing-mix variables. Industrial Marketing Management, 90, 493-507. https://doi.org/10.1016/j.indmarman.2019.05.003
  46. Kushwaha, G. S., & Agrawal, S. R. (2015). An Indian customer surrounding 7P׳ s of service marketing. Journal of Retailing and Consumer Services, 22, 85-95. https://doi.org/10.1016/j.jretconser.2014.10.006
  47. Lee, S. L., Namkung, Y., & Yoon, H. H. (2013). A study on the effects of perceived value on customer satisfaction and revisit intention: Focused on the differences of involvement level. Culinary Science and Hospitality Research, 19(3), 18-32. https://doi.org/10.20878/CSHR.2013.19.3.002002002
  48. Lestari, E., Astuti, D., & Basir, M. (2020). The role of internal factors in determining the firm value in Indonesia. Accounting, 6(5), 665-670. https://doi.org/10.5267/j.ac.2020.6.018
  49. Lestari, F., Jibiki, Y., Sasaki, D., Pelupessy, D., Zulys, A., & Imamura, F. (2021). People's response to potential natural hazard-triggered technological threats after a sudden-onset earthquake in Indonesia. International Journal of Environmental Research and Public Health, 18(7), 3369.
  50. Li, F., Wen, J., & Ying, T. (2018). The influence of crisis on tourists' perceived destination image and revisit intention: An exploratory study of Chinese tourists to North Korea. Journal of Destination Marketing & Management, 9, 104-111. https://doi.org/10.1016/j.jdmm.2017.11.006
  51. Liu, C. H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42-54.
  52. Loo, P. T., & Leung, R. (2018). A service failure framework of hotels in Taiwan: Adaptation of 7Ps marketing mix elements. Journal of Vacation Marketing, 24(1), 79-100. https://doi.org/10.1177/1356766716682555
  53. Lovelock, C., & Gummesson, E. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of Service Research, 7(1), 20-41. https://doi.org/10.1177/1094670504266131
  54. Mahmood, R., & Khan, S. M. (2014). Impact of service marketing mixes on customer perception: a study on Eastern Bank Limited, Bangladesh. European Journal of Business and Management, 6(34), 164-167.
  55. Marcelina, I. Y., Bintoro, K., & Nawangsari, L. C. (2023). Analisis marketing mix pada Keputusan Pembelian di Aneka Frozen Foods. Innovative: Journal oOf Social Science Research, 3(3), 5301-5312.
  56. Marques, A., Lacerda, D. P., Camargo, L. F. R., & Teixeira, R. (2014). Exploring the relationship between marketing and operations: Neural network analysis of marketing decision impacts on delivery performance. International Journal of Production Economics, 153, 178-190. https://doi.org/10.1016/j.ijpe.2014.02.020
  57. Marusic, T. (2019). Importance of marketing mix in successful positioning of products and services on the market. Ekonomska misao I praksa, 28(1), 431-446.
  58. Milan, G. S., Eberle, L., & Bebber, S. (2015). Perceived value, reputation, trust, and switching costs as determinants of customer retention. Journal of Relationship Marketing, 14(2), 109-123. https://doi.org/10.1080/15332667.2015.1041353
  59. Moller, K. (2006). The marketing mix revisited: Towards the 21st century marketing by E. Constantinides. Journal of Marketing Management, 22, 439-450
  60. Nasution, H. N., & Mavondo, F. T. (2008). Customer value in the hotel industry: What managers believe they deliver and what customer experience. International Journal of Hospitality Management, 27(2), 204-213.
  61. Nguyen, N., & LeBlanc, G. (1998). The mediating role of corporate image on customers' retention decisions: an investigation in financial services. International Journal of Bank Marketing, 16(2), 52-65.
  62. Ozkan, P., Suer, S., Keser, I. K., & Kocakoc, I. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384-405.
  63. Pandza Bajs, I. (2015). Tourist perceived value, relationship to satisfaction, and behavioral intentions: The example of the Croatian tourist destination Dubrovnik. Journal of Travel Research, 54(1), 122-134. https://doi.org/10.1177/0047287513513158
  64. Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45, 294-311. https://doi.org/10.1007/s11747-016-0485-6
  65. Park, J., Lee, H., & Kim, C. (2014). Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives. Journal of Business Research, 67(3), 295-302.
  66. Pour, B. S., Nazari, K., & Emami, M. (2013). The effect of marketing mix in attracting customers: Case study of Saderat Bank in Kermanshah Province. African Journal of Business Management, 7(34), 3272-3280.
  67. Rafiq, M., & Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 13(9), 4-15. https://doi.org/10.1108/02634509510097793
  68. Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23(12), 1077-1093.
  69. Sharma, A., Krishnan, R., & Grewal, D. (2001). Value creation in markets: a critical area of focus for business-to-business markets. Industrial Marketing Management, 30(4), 391-402. https://doi.org/10.1016/S0019-8501(01)00153-5
  70. Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80. https://doi.org/10.1177/002224297704100219
  71. Sinha, I., & DeSarbo, W. S. (1998). An integrated approach toward the spatial modeling of perceived customer value. Journal of Marketing Research, 35(2), 236-249. https://doi.org/10.1177/002224379803500209
  72. Siripipatthanakul, S., & Chana, P. (2021). Service marketing mix (7Ps) and patient satisfaction in clinics: A review article. International of Trend in Scientific Research and Development, 5(5), 842-850.
  73. Soewartini, S., Effendi, N., & Kaltum, U. (2017). Brand equity and competitive advantage based market strategy and marketing mix strategy to improve marketing performance in the bottled water business. South East Asia Journal of Contemporary Business. Economics and Law, 12(2), 38-47.
  74. Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549. https://doi.org/10.1080/15256480.2019.1692755
  75. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205. https://doi.org/10.1016/j.csda.2004.03.005
  76. Tosun, C., Dedeoglu, B. B., & Fyall, A. (2015). Destination service quality, affective image and revisit intention: The moderating role of past experience. Journal of Destination Marketing & Management, 4(4), 222-234. https://doi.org/10.1016/j.jdmm.2015.08.002
  77. Tucker, L., & Melewar, T. C. (2005). Corporate reputation and crisis management: The threat and manageability of anti-corporatism. Corporate Reputation Review, 7, 377-387. https://doi.org/10.1057/palgrave.crr.1540233
  78. Vargo, S. L., & Lusch, R. F. (2004). The four service marketing myths: remnants of a goods-based, manufacturing model. Journal of Service Research, 6(4), 324-335. https://doi.org/10.1177/1094670503262946
  79. Villena, F., & Souto-Perez, J. E. (2016). Sustainability, innovative orientation and export performance of manufacturing SMEs: An empirical analysis of the mediating role of corporate image. Journal of Industrial Engineering and Management (JIEM), 9(1), 35-58.
  80. Vinzi, V. E., Trinchera, L., & Amato, S. (2010). PLS path modeling: from foundations to recent developments and open issues for model assessment and improvement. Handbook of Partial Least Squares: Concepts, Methods and Applications, 47-82.
  81. Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12, 357-387. https://doi.org/10.1057/crr.2009.26
  82. Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35, 127-143. https://doi.org/10.1007/s11747-007-0015-7
  83. Wang, D. H. M., Yu, T. H. K., & Chiang, C. H. (2016). Exploring the value relevance of corporate reputation: A fuzzy-set qualitative comparative analysis. Journal of Business Research, 69(4), 1329-1332. https://doi.org/10.1016/j.jbusres.2015.10.101
  84. Wang, J. S., Wu, J. C. T., & Fu, H. H. (2010). The effect of service quality on perceived value, brand reputation and loyalty: A study on traveling industry. Journal of Information and Optimization Sciences, 31(3), 659-677. https://doi.org/10.1080/02522667.2010.10699987
  85. White, W. F. (1993). From SR to SOR: What every teacher should know. Education, 113(4), 620-630.
  86. Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139.
  87. Yang, Y. F., & Islam, M. (2009). An empirical examination of both mediated and moderated effects on followers' commitment to change to the organisational BSC approach. International Journal of Accounting and Finance, 1(3), 251-275.
  88. Yarimoglu, E. K. (2014). A review on dimensions of service quality models. Journal of Marketing Management, 2(2), 79-93.
  89. Yoon, J. G., & Eo, S, Y. (2018). The effects of beauty shop servicescape and compensation service on the customer satisfaction. Journal of the Korean Society of Design Culture, 24(2), 481-492. https://doi.org/10.18208/ksdc.2018.24.2.481
  90. Yoyada, N., & Kodrat, D. S. (2017). Effect of marketing mix (7P) on decision of consumer selection in NY Dental Clinic of Surabaya city.
  91. Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28, 67-85. https://doi.org/10.1177/0092070300281007
  92. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48. https://doi.org/10.1177/002224298805200203
  93. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill: New York..
  94. Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326-336. https://doi.org/10.1016/j.jdmm.2017.06.004