CRM 프로세스 관점에서 네일 뷰티 비즈니스의 고객 관계강화 연구

Abstract

This study attempted to investigate i) value factors in a business model, ii) service justice, and iii) relationship commitment-voluntary behavior relations from the perspectives of acquisition, maintenance, and expansion & reinforcement of customer relationships, respectively, using a structural model. For this, a total of 628 consumers who had received nail services in the past were chosen and classified by business type (sole proprietorship, franchise). After path analysis, the results found the following: First, in a sole proprietorship business, value proposal, core activity, customer relationship, information channel, and core resources had a significant influence on distributive justice, while core activity, customer relationship, information channel, and core resources revealed a statistically significant effect on procedural justice. In addition, value proposal, key partner, core activity, customer relationship, information channel, and core resources showed a statistically significant influence on interactional justice. In the franchise business model, value proposal and core resources significantly influenced distributive justice, while value proposal, core activity, and core resources revealed a significant effect on procedural justice. Value proposal, key partner, information channel, and core resources showed a statistically significant effect on interactional justice. Second, distributive, procedural, and interactional justices had a significant influence on relationship commitment in both sole proprietorship and franchise models. Third, relationship commitment also showed a statistically significant effect on voluntary behavior in both business models.