| 마케팅믹스 7Ps를 적용한 일반 미용실과 프랜차이즈 미용실과의 선택요인 연구 -부산지역을 중심으로- |
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주혜정, 심은경 |
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| Research Paper : The Selective Factors of General Beauty Parlor and Franchise Beauty ParlorApplying Marketing Mix 7Ps Strategy -Focused on the Region of Busan- |
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Hye Jeong Joo, Eun Kyung Sim |
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| Abstract |
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This research intends to analyze effects of service marketing mix 7P`s (Product. Price, Promotion, Place, People, Physical Evidence, Process) factors in customer`s selection of beauty parlor for franchise beauty parlor and general beauty parlor and compare and analyze differences of the selection between franchise beauty parlor and general beauty parlor. If examining the results of research, an important of product was higher as franchise beauty parlor was. In price, an importance of users of beauty parlor on main street was significant high. In people, an importance of people was significant high in group who have an opinion to use continuously and an importance of franchise beauty parlor. In process, an importance of group who used more than 12 times per a year. In physical evidence, an importance of users of general beauty parlor, group whose average payment per a time is 150-200 thousand won and users of beauty parlor on main street was significantly high. In promotion, an importance of group whose average payment per a time was 150-200 thousand won was high. In place, an importance of users of general beauty parlor, group who use 6-12 times per a year was high. If examining the differences between franchise beauty parlor and general beauty parlor, they selected franchise beauty parlor as putting an emphasis on product factor and general beauty parlor as putting an emphasis on physical evidence. The result implies that the technology of franchise beauty parlor is recognized and physical environment of general beauty parlor and qualitative improvement for facility are necessary to draw big customers. Results of this research on customer`s beauty parlor selection by marketing mix factor should be used usefully for the marketing of beauty parlor customer in the future. |
| Key Words:
7Ps, Product. Price, Promotion, Place, People, Physical Evidence, Process |
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