The Effect of Experiential Marketing on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores

Abstract

The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention. The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 18.0 statistics package. The result of this study is summarized as follows. First, the factors forming up the experiential marketing of beauty salon franchise stores have been verified as a total of 5 dimensions to be shown as sense marketing, relation marketing, feel marketing, think marketing and action marketing. Second, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the revisit intention. Third, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the customer satisfaction. Fourth, while the indirect effect of each of experiential marketing and customer satisfaction of beauty salon franchise stores on the revisit intention was independently shown as significant, the indirect effect of experiential marketing by mediating customer satisfaction was not shown as significant.