지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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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.
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참고문헌 (26)
참고문헌 신청
Ahn Hyoju / 2002 / A Study on the Effect of Service Quality of Japanese Restaurant on Customer's Loyalty / The Graduate School of Service Business Administration
B. H. Schmitt / 1999 / Experiential Marketing / Journal of Marketing Management 15 : 53 ~ 67
B. H. Schmitt / 2002 / Experiential Marketing : 25 ~ 32
Cho Ahra / 2009 / Study on the Design of the Commercial Areas Applying Experience Marketing -Focalizing on the Flagship Store of A Brand- / The Graduate School of Ewha Womans Universi
Cho Sunggil / 2010 / A Study on the Physical environments affecting, the customer satisfaction, and the business results of resort hotels / Korea Hotel Resort Association 9
B. H. Schmitt / 1999 / Experiential Marketing / Journal of Marketing Management 15 : 53 ~ 67
B. H. Schmitt / 2002 / Experiential Marketing : 25 ~ 32
Cho Ahra / 2009 / Study on the Design of the Commercial Areas Applying Experience Marketing -Focalizing on the Flagship Store of A Brand- / The Graduate School of Ewha Womans Universi
Cho Sunggil / 2010 / A Study on the Physical environments affecting, the customer satisfaction, and the business results of resort hotels / Korea Hotel Resort Association 9
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