| 프랜차이즈미용실의 서비스속성이 고객만족도 및 고객충성도에 미치는 영향에 관한 연구 |
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양수미, 최지현 |
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| A Study on the Influence of Service Attributes on Customer Satisfaction and Customer Loyalty in Franchise Beauty Salon |
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Yang Su Mi, Choi Gi Hyun |
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| Abstract |
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This study aims for the service attributes of the franchise beauty salon to provide efficient service to maintain and secure customer retention through surveying the relationship between customer satisfaction and customer loyalty. And the results obtained from this study are following. First of all, the level of service was shown at average 3.87 in the first five points of service, followed by human characteristics, the highest point, and the technical characteristics and the characteristics of the store in turn. The customer satisfaction level scored 3.73 points and the customer loyalty indicated an average of 3.74 points. Second, the customer satisfaction level showed that the store attributes, technical characteristics, human attributes, and service attributes are correlated with each other meaningfully. And the customer loyalty level indicated the store attributes, technical characteristics, human characteristics and the service attributes are have the meaningful co-relationship. Third, as a result of the multi-return analysis conducted to identify variables to affect customer satisfaction, the store characteristics and human characteristics contributed to explaining customer satisfaction. The customer satisfaction and customer loyalty should not be overlooked by improving the service quality. Therefore, franchise salon managers should develop differentiated, rational service marketing strategies and utilize them to enhance customer satisfaction and increase customer loyalty accordingly. |
| Key Words:
Customer loyalty, Customer satisfaction, Franchise beauty salon, Service attributes |
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