미용실 고객관계관리(CRM)가 관계품질과 관계성과에 미치는 영향

Abstract

In the modern times, beauty industry environments have rapidly changed. As customer needs and expectations become more diverse, beauty salons have also made a lot of efforts to provide upgraded customer relationship management (CRM) services and build a solid long-term relationship. Under these circumstances, this study attempted to investigate the influence of CRM on relationship quality and relationship performances in beauty salons and make a contribution to the growth of beauty industry with such diverse CRM services. For this, an offline self-administered questionnaire survey was performed against adult men and women in their 20s or older, who visited a beauty salon before from October 11 to 30, 2023 (20 days). A total of 330 copies were used for final analysis, and the collected data were analyzed, using SPSS 22.0. For analysis of general characteristics, frequency analysis was conducted. Concerning the validity and reliability of CRM, relationship quality and relationship performances, factor analysis and reliability analysis were carried out. To examine the effects of CRM on relationship quality and relationship performances, regression analysis was performed, and the results found the followings. In CRM factors, ‘introduction factor’ and ‘operating factor’ had a positive influence on relationship quality and relationship performances with statistical significance. It is anticipated that the above results would be available in searching new competitive beauty services or diverse customer management techniques and building an environment for high-quality customer relationship services, making a contribution to the growth and prosperity of beauty industry.