SNS를 통한 미용실 선택요인이 고객만족도, 고객충성도에 미치는 영향 (The Effect of Hairdresser's Job Crafting on Customer Orientation and Work Performance)

서지정보

· 발행기관 : 한국미용학회
· 수록지 정보 : 한국미용학회지 / 27권 / 6호 / 1427 ~ 1436페이지
· 저자명 : 남혜정, 진용미

초록

This study aims to understand the effect of salon selection factors on customer satisfaction and customer loyalty through SNS to provide marketing strategies to increase salon profits through SNS. In the SPSS 21.0 program, frequency analysis, factor analysis, reliability analysis, and multiple regression analysis were performed using data from the final 301 part of the questionnaire. The results of the survey are as follows. First of all, the characteristics of SNS were universal and tangible, divided into information, reliability, and beauty salon options. In addition, customer satisfaction and customer loyalty are divided into a single dimension. Second, it was reported that the more the latest information on SNS characteristics is recognized, the higher the customer satisfaction and customer loyalty are. Third, it was found that the more reliable objective information on the factors for selecting beauty salons through SNS was recognized, the higher customer satisfaction and customer loyalty were. Taken together, it is expected that a differentiated education system through SNS will be introduced, and sales will improve by positively affecting customer satisfaction and customer loyalty. In subsequent studies, more reliable studies are expected to be conducted through age diversification and segmentation of various variables.

영어초록

This study aims to understand the effect of salon selection factors on customer satisfaction and customer loyalty through SNS to provide marketing strategies to increase salon profits through SNS. In the SPSS 21.0 program, frequency analysis, factor analysis, reliability analysis, and multiple regression analysis were performed using data from the final 301 part of the questionnaire. The results of the survey are as follows. First of all, the characteristics of SNS were universal and tangible, divided into information, reliability, and beauty salon options. In addition, customer satisfaction and customer loyalty are divided into a single dimension. Second, it was reported that the more the latest information on SNS characteristics is recognized, the higher the customer satisfaction and customer loyalty are. Third, it was found that the more reliable objective information on the factors for selecting beauty salons through SNS was recognized, the higher customer satisfaction and customer loyalty were. Taken together, it is expected that a differentiated education system through SNS will be introduced, and sales will improve by positively affecting customer satisfaction and customer loyalty. In subsequent studies, more reliable studies are expected to be conducted through age diversification and segmentation of various variables.

참고자료

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