퍼머넌트 메이크업 종사자의 관계마케팅과 라포형성이 고객만족 재방문 의도에 미치는 영향

Abstract

Permanent makeup has an advantage of compensating for a facial defect even without makeup and does not rub off easily even in water, making users feel confident with their face without makeup. Due to such merits, there has been a rising demand for permanent makeup. As competition becomes fiercer among permanent makeup makers, however, there has been a necessity of attracting customers in an effective fashion. This study attempted to seek a plan to stay competitive for marketing in beauty industry by unveiling the influence of relationship marketing and rapport formation on customer satisfaction and revisit intention. For this, a questionnaire survey was performed against customers who had permanent makeup before. The collected data were analyzed by frequency analysis, factor analysis, reliability analysis and regression analysis, using SPSS 26.0, and the results found the followings: In relationship marketing, ‘professionalism’, ‘kindness’ and ‘rapport’ had an influence on customer satisfaction while customer satisfaction affected revisit intention. To develop professionalism, therefore, it is required for permanent makeup specialists to keep getting technical training and treat customers with kindness. It is also important to build and enhance empathy by sharing emotions with customers in order to maintain loyal customers through customer satisfaction. It is anticipated that the study results would be available as basic data in attracting customers as a way of marketing in beauty industry.