헤어서비스 소비자의 관계혜택이 만족을 매개로 충성도에 미치는 영향 - 이용기간의 조절효과 -

Abstract

This study used empirical analysis to examine the mediating effect of satisfaction on relational benefits and loyalty in the hairdressing service industry. The purpose of this study was to investigate whether relational benefits such as personalization or customer discounts foster satisfaction in the hairdressing industry and to examine the moderating effects of the service-use period. The previous research on the main variables of relational benefits, satisfaction, and loyalty were examined, and the research model and the hypotheses were established. To verify this, a questionnaire survey was administered to female consumers who had used the same hairdresser for more than three months. A total of 308 questionnaires were used. The relational benefits in the hair service was analyzed as dimensions of customization, psychological, social, and economic benefits, and satisfaction and loyalty were each one dimensional. The proposed research model was an empirical analysis through structural equation modeling, and it is confirmed that it has a positive effect on all paths except the path from social benefit to satisfaction. In addition, the significance of the indirect effect was verified through effect decomposition. As a result, the mediation effect verified that the customization benefits and psychological benefits cultivated loyalty by mediating satisfaction. Furthermore, we found that there was a significant difference among the groups that were clustered according to the period of use in the relational benefits, satisfaction, and loyalty models. In this way, information on the relational benefits, satisfaction, and loyalty enhancement in hairdressing services can be prepared and applied to marketing strategies by considering these findings.