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Kor J Aesthet Cosmetol > Volume 13(3); 2015 > Article
Kor J Aesthet Cosmetol 2015;13(3): 437-444.
네일미용산업의 LOHAS 이미지가 고객만족, 신뢰 및 고객충성도에 미치는 영향
박선주
Impact of the LOHAS Images of the Nail Industry on Customer Satisfaction, Trust and Loyalty
Sun-Ju Park
ABSTRACT
The purpose of this study was to examine the influence of the LOHAS images of nail shops on customer satisfaction, trust and customer loyalty. It’s specifically meant to analyze the concepts and theories of LOHAS image, customer satisfaction, trust and customer loyalty, the influential factors of LOHAS image for the three variables, and the influential relationships of two selected LOHAS images factors, which were environment friendliness and the use of sustainable materials, to the three.The major findings of the study were as follows:The two factors of LOHAS images that were environment friendliness and the use of sustainable materials were found to have affected customer satisfaction, customer trust and customer loyalty. Customer satisfaction exerted a great statistically significant positive influence on customer trust, and customer satisfaction also had a great statistically significant positive influence on that. In addition, customer trust exercised a great statistically significant positive influence on customer loyalty as well. The findings illustrated that customer loyalty was under the influence of whether the nail service provided came up to one’s expectations or not, of the use of quality products, of whether the services provided were of the same quality, and of trust in nail services. The findings of the study suggest that the LOHAS images, which were environment friendliness and the use of sustainable materials, had an impact on customer satisfaction, trust and loyalty, and that it’s consequently required to accentuate the LOHAS images. To make it happen, the environments of nail shops should be improved, and perfect explanation on what materials are to be used should be offered. The preparation of sustainable facilities and techniques is also necessary to boost customer orientation and customer trust. If a long-term relationship is built in this way, it will serve to heighten customer loyalty to prevent customer churn.
Key words: LOHAS images, Nail Industry, Customer satisfaction, Trust, Customer loyalty
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