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http://dx.doi.org/10.5805/SFTI.2016.18.5.617

Effects of Loyalty Program Values of Beauty Services on Store Loyalty through Customer Satisfaction and Switching Barrier  

Oh, Kyungsook (Total Beauty Design Department, Busan Arts College)
Kang, Eunmi (Dept. of Fashion Design, Dong-A University)
Park, Eunjoo (Dept. of Fashion Design, Dong-A University)
Publication Information
Fashion & Textile Research Journal / v.18, no.5, 2016 , pp. 617-624 More about this Journal
Abstract
The purposes of this study was to investigate impacts of loyalty program value on store loyalty through customer satisfaction and switching barrier. This study suggests some basis about the direction guidance for successful store-running marketing activities and beauty service related researches. A total of 986 usable questionnaires were obtained from female adults of Busan. Data were analyzed by frequency analysis, correlation analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results suggested that, loyalty program value benefits(hedonic benefits and utilitarian benefits) had positive effect on customer satisfaction, and loyalty program value costs(hedonic costs and utilitarian costs) had oppositive effect on customer satisfaction. The impact of hedonic benefits of the loyalty program values was the largest. Customer satisfaction and switching barrier directly affect store loyalty. The customer satisfaction affected the store loyalty indirectly but the direct effect was bigger.
Keywords
beauty service; loyalty program value; customer satisfaction; switching barrier; store loyalty;
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Times Cited By KSCI : 5  (Citation Analysis)
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