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Kor J Aesthet Cosmetol > Volume 12(2); 2014 > Article
Kor J Aesthet Cosmetol 2014;12(2): 283-290.
미용서비스업 관계마케팅 활동이 고객만족과 구전행동에 미치는 영향
김수정, 박재홍, 박은준
The Study on the Job Effectiveness and the Job Capability of Hair Service Industry
Su-Jung Kim, Jae-Hong Park, Eun-Jun Park
ABSTRACT
The purpose of this study is to maximize the relationship maketing activities in beauty services, and it has studied the effect that the relationship marketing activies impact on customer satisfaction and word-ofmouth marketing. The data collected from 288 general public living in Seoul and Gyeonggi through a survey, were analyzed; by using SPSS 20.0, frequency analysis, reliability analysis, multiple regression analysis were performed. As a result, the first, relationship marketing activities was drawn to the level of customer orientation and professionalism, customer satisfaction was drawn to the level of service satisfaction and style satisfaction and word-of-mouth marketing was drawn to the level of word-of-mouth behavior by technical factors and word-of-mouth behavior by environmental factors. Second, the higher relationship marketing activities, the higher customer satisfaction in service and the service and the style. The relationship between relationship marketing and customer satisfaction in service and the service and the style is defined the relationship. The higher relationship marketing activities, the higher service satisfaction in word-of mouth marketing. The relationship between relationship marketing and customer satisfaction in word-of mouth marketing is defined the relationship. This research showed that the expertise in the relationship marketing activities showed the greatest impact in both customer satisfaction and word-of-mouth activities. Based on these results, this study intends to provide empirical data to improve marketing in cosmetic service industry.
Key words: Beauty Service Industry, Relationship Marketing, Job Capability, Word-of-Mouth Transmission
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