Purpose: In beauty industry, service quality is very critical, because it impacts on the customer's positive attitude and behavior to the beauty salon or beauty brand. Thus, this research examines the effects of service attributes on customer satisfaction and loyalty in beauty salon. This research suggests the guidelines for how beauty salons should manage their physical environment, price policy, professional skills, and employees that improve management and business performance. Research design, data, and methodology: This study examines the structural relationship between service attributes, customer satisfaction, and loyalty. Service attributes divide into four sub-dimensions such as servicescape, price service, technical service, and employee service. In order to test the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and examined in previous studies. A total of 160 questionnaires were distributed and collected, and 150 were used for analysis except 10 that were unresponsive or unfaithful. The data were analyzed using SPSS 22.0 and SmartPLS 3.0 statistical package program. Result: The results of this research are as follows. First, all sub-dimensions of service attributes such as servicescape, price service, technical service, and employee service have significant positive impacts on satisfaction. Second, customer satisfaction have significant impact on loyalty. Conclusions: This study suggests an integrated model of the relationship that the characteristics of beauty salon service attributes affect customer loyalty through satisfaction, and suggests how to manage and allocate limited resources in the beauty industry. The findings of this research indicate that the level of customer satisfaction is shown to be increased by servicescape, technical characteristics, value of money, and human attributes. Thus, beauty salon management should focus on the relationship with their customers how to improve customer loyalty through satisfaction. The quality of beauty service influences customer's attitudes and behaviors toward beauty salon. Considering the beauty business, where the quality and customer satisfaction of beauty services are determined by the hairdresser's beauty skills,, the beauty salons must find ways to improve their skills and new trend of hair style. If beauty salon customers perceive the high quality of beauty service, they revisit beauty salon and recommend it to others.
This study focuses on the network externality effect related to the platform supplementary services. This study designs the network externality of platform and suggests a supplementary service adoption model. Additionally, this study examines the moderating effect of demand forecasting for the platform. Using AMOS program, a structural equation modeling has been used to analyze the research model. The findings can be summarized as follows : First, we find out the structural relationship among the factors (usefulness, perceived value, purchase intention) affecting adoption of the supplementary services. Second, positive perception of platform flow can promote the platform interaction. Third, positive perception of present users based on platform can arouse friendly evaluation in the platform interaction. Fourth, loyalty to the platform brand can improve the perceived usefulness of supplementary services, but cannot lessen the resistance to supplementary service cost. In addition, the moderating effects of demand forecasting for the platform in the path leading from platform factors to supplementary service factors were identified. In conclusion, traditional brand strategy may be effective in platform marketing activities but the extent of performance in the strategy can appear to be quite different. Therefore, taking the relationship with network externality into consideration should be involved in the marketing strategy in platform.
Purpose: The advantages of corporate social responsibility (CSR) include stronger recognition and reputation, which lead to a company's good public image, increased customer loyalty, operational cost saving, and employee retention. The purpose of the present research is to take a close look at the association between CSR and organization's value. Research design, data and methodology: The authors tried to obtain the high-quality textual data from mostly peer-reviewed journals using a PRISMA ((Preferred Reporting Items for Systematic Reviews and Meta-Analyses). The authors was to figure out adequate solutions from limited range of the current literature (only peer-reviewed research) regarding CSR and corporate value. Results: Our investigation indicates that CSR is essential to all businesses as it ensures they keep in touch with society, retaining top personnel, and achieving top financial success. Companies and organizations can engage in four corporate social responsibility initiatives to increase value, including environmental projects, charitable work, honest labor practices, and volunteer activity. Conclusions: An organizations should be involved in the community and consider how its actions affect the environment and society. Small or large businesses are expected to lead in developing a progressive CSR program that benefits people and the environment and continuously changes depending on the social and economic environment.
In this study, we studied the utility and value of the mileage program as a strategy to strengthen the relationship with customers in the surrogate operation industry. To this end, we conducted a survey of 1,000 customers who used the service more than once, mainly from D company, which has operated the agency operation business for more than 20 years, and analyzed 309 sincerely respondents. Five characteristics of mileage use (emotional benefits, ease of use, economic usefulness, effort to acquire, variety of benefits). Two parameters (brand attitude, brand loyalty) were set, and the dependent variable was set for reuse. As a result of hypothesis test, emotional benefit, convenience of use, and economic usefulness were significant in terms of brand attitude and brand loyalty, and acquisition effort and benefit diversity did not show significant results. The results of this study showed that the surrogate operation industry should strive to strengthen the emotional benefits, convenience of use, and economic usefulness to customers in order to strengthen the relationship with the customers.
This study identifies how the luxury brand marketing mix affects customer equity drivers and suggests intangible equity management strategies so that companies can make long-term profits through luxury brands based on empirical studies of Korean luxury consumers. The results of the study are as follows: First, this study classified the properties that use 8 key factors (product integrity, heritage, exclusivity, premium image, environment and consumption experience, premium price, luxury communication strategy, and brand signature). Second, it shows that product integrity and luxury communication strategy have a positive effect on all customer equity drivers, that brand signature has a positive effect on value equity and brand equity, and that premium price has a negative effect on relation equity. It is important to provide products and services equipped with high quality and luxurious designs based on excellent craftsmanship in order to establish brand equity and value equity. Brand identity needs to be maintained and unique brand signatures need to be developed based on the long history of luxury brands against a traditional backdrop. A diversified communication strategy improves brand recognition while playing a part in facilitating brand association and brand image. In order to improve relationship equity, actions such as a loyalty program to strengthen brand loyalty, need to be taken as well as measures to maintain and enhance customer trust through a reasonable price strategy.
The purposes of this study and to develop the model to prove the structural relationship between service orientation and customer satisfaction, to find out the mediating variables between them, to survey and analyze their roles empirically, and to prove the probability of applying the strategic frame to all hotels in Korea. For these purposes. the author developed a structural model which consists of six variables. The data were collected from 7 hotels and analyzed with AMOS program. The findings can be summarized as follows : First, the higher customer expectation, the lower customer satisfaction. Second, the higher customer expectation, the higher customer perceived quality. Third, the higher customer perceived quality, the higher customer satisfaction. Fourth, the higher customer perceived quality, the higher customer perceived value. Sixth, the higher customer satisfaction, the lower customer complaint. Seventh, the higher customer satisfaction, the higher customer loyalty.
Journal of Applied Tourism Food and Beverage Management and Research
/
v.15
no.2
/
pp.99-122
/
2004
The purposes of this study and to develop the model to prove the structural relationship between service orientation and customer satisfaction, to find out the mediation variables between them, to survey and analyze their roles empirically, and to prove the probability of applying the strategic frame to all hotels in Korea. For these purposes, the author developed a structural model which consists of six variables. The data were collected from 7 hotels and analyzed with AMOS program. The findings can be summarized ad follows : First, the higher customer expectation, the lower customer satisfaction. Second, the higher customer expectation, the higher customer perceived quality. Third, the higher customer perceived qualify, the higher customer satisfaction. Fourth, the higher customer perceived quality, the higher customer perceived value. Sixth, the higher customer satisfaction, the lower customer complaint. Seventh, the higher customer satisfaction, the higher customer loyalty.
Nowadays, it is common that most consumers are purchasing goods in e-stores. The e-stores eager to attract, revisit, retain, and finally convert them into loyal customers. The e-store marketers have planned and executed numerous marketing efforts. As one of the marketing activities, e-store managers attempt to build web sites that meet customers' functional and psychological needs. A wide array of studies has been done to identify factors that could affect customers' response of web sites. Majority of studies were conducted to verify technology-related and functional variables of the website which facilitate transactions and enhance customer responses such as purchase intention and website loyalty. However, there has been little research on the external cues of website and psychological variables of consumer that could have positive influences on customer response. The purpose of this study is to investigate the influence of e-store personality on e-store loyalty through mediating variables such as e-store identification, e-store trust, and e-store engagement. The authors of this study develop the model and set up the six main hypotheses and a set of sub-hypotheses based on a literature review, shown in
. This model is composed of four paths such as dimensions of e-store personality${\rightarrow}$e-store identification, e-store identification${\rightarrow}$e-store loyalty, e-store identification ${\rightarrow}$e-store trust${\rightarrow}$e-store loyalty, and e-store identification${\rightarrow}$e-store engagement${\rightarrow}$e-store loyalty. II. Research Method Ladies under 30s were the respondents of this survey. Data were collected from January 20th to February 26th in 2010. A total of 200 questionnaires were distributed and 169 respondents were analysed finally to test hypotheses because 31 questionnaires had incorrect or missing responses. SPSS 12.0 and LISREL 7.0 program were used to test frequency, reliability, factor, and structural equation modeling analysis. III. Result and Conclusion According to results from factor analysis, eigen value was over 1.0 and items which were below 0.6 were deleted. Consequently, 9 factors(% of total variance is 72.011%) were searched. All Cronbach's ${\alpha}$ values are over the recommended level(${\alpha}$ > 0.7). The overall fit indices are acceptable such as ${\chi}^2$=2028.36(p=0.00), GFI=0.87, AGFI=0.82, CFI=0.81, IFI=0.92, RMR=0.075. All factor loadings were over the recommended level. As the result of discriminant validity check with chi-square difference test between paired constructs, each construct has good discriminant validity. The overall fit indices of final model are acceptable such as ${\chi}^2$=340.73(df=36, p=0.00), GFI=0.92, AGFI=0.81, CFI=0.91, IFI=0.91, RMR=0.085. As test results, 5 out of 6 hypotheses are supported because there are statistically significant casual relationships in structural equation model, shown in
. First of all, hypothesis 1 is partially supported because sub-hypothesis 1-1 and 1-2 are supported, whereas sub-hypothesis 1-3, 1-4, and 1-5 are rejected. Specifically, it reveals that warmth and sophistication dimensions in e-store personality have positive influence on e-store identification, however, activity, progressiveness, and strictness does not have any significant relationship on e-store identification. Secondly, hypothesis 2 was supported. Therefore, it can be said that e-store identification has a positive impact on e-store trust. Thirdly, hypothesis 3 is also supported. Hence, there is a positive relationship between e-store identification and e-store engagement. Fourthly, hypothesis 4 is supported too. e-store identification has a positive influence on e-store loyalty. Fifthly, hypothesis 5 is also accepted. This indicates that e-store trust is a precedent variable which positively affects e-store loyalty. Lastly, it reveals that e-store engagement has a positive impact on e-store loyalty. Therefore, hypothesis 6 is supported. The findings of the study imply that some dimensions of e-store personality have a positive influence on e-store identification, and that e-store identification has direct and indirect influence on e-store loyalty through e-store trust and e-store engagement positively. These results also suggest that the e-store identification in e-store personality is a precedent variable which positively affects e-store loyalty directly and indirectly through e-store trust and engagement as a mediating variable. Therefore, e-store marketers need to implement website strategy based on e-store personality, e-store identification, e-store trust, and e-store engagement to meet customers' psychological needs and enhance e-store loyalty. Finally, the limitations and future study directions based on this study are discussed.
Currently, the rewards programs offered by many companies to strengthen customer relationships have been working quite well. In addition, many companies' rewards programs, designed for stabilizing revenue, are recognized to be effective. However, these rewards programs are not significantly differentiated between companies and there are no accurate conclusions currently, which can be made about their effects. Because of this, a company with a customer rewards program may not comprehend the true level of active participation. In this environment some companies' rewards programs inadvertently hinder business profitability as a side effect while attempting to increase customer loyalty. In fact, airline and oil companies pass on the financial cost of their programs to the customer, and as a result, they have been criticized publicly. The result of this is that the corporations with bad rewards programs tend to get a bad image. In this study of stores' rewards programs, we centered our focus on the design of the program. The main problem in this study is to recognize the financial value of the rewards program and whether it can create a competitive edge for the companies despite the cost issues experienced by them. Customers receiving financial rewards for their business may be just as satisfied with a particular company or store versus those who are not, and the program, perhaps, does not form a distinctive competitive advantage. When the customer is deciding between competing companies to secure their product needs with, we wanted to figure out how much of an affect a valuable reward program had on their decision making. To evaluate this, we set the first hypothesis as, "based on the level of involvement of the customers, there is a difference between customers' preferences for rewards programs." In the results of Experiment 1 we saw that in a financial compensation program for high-involvement groups and low-involvement groups, significant differences appeared and Hypothesis 1 was partially supported. As for the second hypothesis that "customers will have different preferences between a financial rewards programs (SE) and a joint rewards programs (JE)," the analysis showed that the preference for JE was significantly higher than that for other programs. In addition, through Experiment 2, we were able to find meaningful results, which revealed that consumers have shown a significant difference in their preferences between SE and JE. The purpose of these experiments was to enable the designing of a rewards program by learning how to enhance service information distribution and strengthen customer relationships. From the results, there should be a great amount of value for future service-related endeavors and academic research programs. The research is significant, because the results can be found to have a positive effect on reward program designs however, it does have the following limitations. First, this study was performed using an experiment, and all experiments have limitations. Second, although there was an individual evaluation and a joint evaluation, setting a proper evaluation criteria was difficult. In this study, 1,000 Korean won (KRW) in the individual evaluation had a value of 2 points, and, in the joint evaluation, 1,000 KRW had a value of 1 point. There may have been alternative ways to differentiate the evaluations to obtain the proper results. In this study, since there was no funding, the experiments were performed orally however, this was complementary to the study. Third, the subjects who participated in this experiment were students. Conducting this study through experimentation was unavoidable for us, and future research should be conducted using an actual program with the target customers.
The purpose of the study focuses on the agriculture education services in the changing rural areas conditions such as population decline, aging society, and returning farmers. The study reviews the effects of agricultural education services on returning farmers and local residents for satisfaction, intention for recommendation, and intention to continue participation. Further, the study aims to investigate any difference in the level of satisfaction for two groups. The results suggested that there is a meaningful difference between return-farmers and local residents. Among the demographic variables, age and income showed a notable difference. However, sex, level of education and type of household did not suggest noticeable differences. In addition, the study accessed agricultural education from a service perspective and analyzed its service quality and customer satisfaction, loyalty and relationship using a service profit chain model. Like the result of most other studies, the analysis showed that these had positive relationships. While the study focused on the efficiency of agriculture education training program in agriculture technology centers, the study carries a meaningful value in that it discovered a meaningful difference in the satisfaction level between returning farmers and locals despite the fact that agriculture education was applied as a part of service. In practical terms, the study pointed out the need for consumer-centered education that reflects the characteristics of the groups rather than standardized education.
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