미용 서비스의 e-CRM 속성과 사회적 교환관계, 네트워크 응집성 및 성과 간의 관계 연구

Abstract

This study attempted to investigate beauty service providers’ e-CRM attributes and unveil their influence on social exchange relationships and performances with network coherence as a mediating factor. For this, an online (mobile) questionnaire survey was performed against those who experienced beauty e-CRM from July 26 to August 10, 2022, and a total of 811 copies were collected through beauty community boards and social media platforms. The collected data were analyzed by frequency analysis, reliability analysis, validity analysis (exploratory factor analysis), confirmatory factor analysis and goodness-of-fit, and path analysis was conducted for hypothesis testing. The above results found the followings: First, ‘e-service’, ‘e-communication’, ‘e-marketing’ and ‘e-system’ revealed a statistically significant effect on information interactions. Specifically, ‘e-communication’, ‘e-marketing’ and ‘e-system’ had a significant influence on mutual trust while ‘e-service’, ‘e-communication’ and ‘e-marketing’ showed a significant effect on mutual expectations. Second, ‘information interactions’, ‘mutual trust’ and ‘mutual expectations’ revealed a statistically significant influence on network coherence. Third, network coherence showed a statistically significant effect on intent of continuous use. Therefore, it is anticipated that it would be possible to assess the role of beauty e-CRM in customer relationship performances through analysis of structural relationships among measurement variables.