The Effects of Franchise Beauty Salon Sales Promotion Strategies on Customer Loyalty

Abstract

The purpose of this study is to investigate what is preferred among the sales promotion strategies of franchise beauty salons and to find out the differences in the impact of preferred sales promotion strategies on customer loyalty. For this study, 285 copies of data collected through an online survey of men and women in their 20s or older were used for the final analysis, and the results of this study calculated Cronbach's α coefficient using SPSS 25.0 Ver. As a result of the analysis, it was found that price discounts and coupons were the most preferred according to the characteristics of the survey subjects, and event promotions and free gifts were the lowest. As sales promotions affect customer loyalty, the preference for coupons and customer reward program event promotions is found to have a high impact on affinity, and it is judged to be the use of coupons that have the greatest impact on the relationship between preference and affinity. According to this study, active use of price discounts and coupons that affect preference will help attract new customers and lead existing customers to loyal customers by using coupons and customer compensation programs that affect preference.