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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 1 - 16 (16page)
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The purpose of this study is to determine structural relations between CRM , customer satisfaction, switching cost, customer loyalty in the beauty service industry. For this purpose, this study drew research models and 4 hypotheses to determine causal relations between them from literature review. The specific results of the empirical analysis can be summarized as follows: First, among CRM factors, the higher perception customers had of 'customer contact' and 'reliability service', 'differential management' the higher customer satisfaction; Among CRM factors, however, 'tangible compensation' and 'IT environment' failed to exert significant effects on any of customer satisfaction. Second, the higher customer satisfaction; the higher switching cost; Third, the higher switching cost and customer satisfaction, the higher customer loyalty. On the basis of these results, several suggestions can be presented as follows: First, since differential management, customer contact, and reliable service exerted significant effects on customer satisfaction, these factors were found to be important in making customers reuse and produce positive word-of-mouth effects. Second, since customer satisfaction had the greatest effects on customer loyalty, education and steady management are necessary for managers and employees in the beauty service industry to do activities based on close contact with customers, differential management, and employees' reliability in addition to provision of simple information and satisfactory aesthetic production. Third, differential management, customer contact, and reliable service exerting significant effects on customer loyalty ultimately depend on the quality and efforts of employees, who are the most central human resources in the beauty service industry. Therefore, it is implied that beauty service managers can perceive the need of compensation, education, and benefits to improve loyalty among employees as well as general management in order to improve management performance.
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참고문헌 (33)
참고문헌 신청
Agustin, C / 2005 / Curvilinear effects of Consumer Loyalty Determinants in Relational Exchange / Journal of Marketing Reserch 42 (1) : 96 ~ 108
Berry, Leonard L / 1991 / Marketing Service -Competing through Quality / N.Y The Free Press : 132 ~ 150
Burnham, Frels / 2003 / Consumer switching costs; Atypology, antecedents, and consequences / Journal of the Academy of Marketing Science 31 (2) : 109 ~ 126
Christopher, M / 1994 / Relationship Marketing,;Bringing Quality, Customer Service and Marketing Together / Butterworth-Heinemann Ltd : 21 ~ 23
Crosby, L. A / 1987 / Effects of Relationship Marketing of Satisfaction;Retention and Prices in The Life Insurance Industry / Journal of Marketing Research 24
Berry, Leonard L / 1991 / Marketing Service -Competing through Quality / N.Y The Free Press : 132 ~ 150
Burnham, Frels / 2003 / Consumer switching costs; Atypology, antecedents, and consequences / Journal of the Academy of Marketing Science 31 (2) : 109 ~ 126
Christopher, M / 1994 / Relationship Marketing,;Bringing Quality, Customer Service and Marketing Together / Butterworth-Heinemann Ltd : 21 ~ 23
Crosby, L. A / 1987 / Effects of Relationship Marketing of Satisfaction;Retention and Prices in The Life Insurance Industry / Journal of Marketing Research 24
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