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The Influence and Mediating Effects of Relational Assets on Customers' Emotional Responses and Customer Satisfaction in Beauty Salons
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미용실의 관계자산이 고객감정반응 및 고객만족도 간의 영향관계 및 매개효과 연구

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Type
Academic journal
Author
Journal
Journal of the Korean Society of Beauty and Art 한국인체미용예술학회지 한국인체미용예술학회지 제20권 제1호 KCI Accredited Journals
Published
2019.1
Pages
21 - 36 (16page)

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The Influence and Mediating Effects of Relational Assets on Customers' Emotional Responses and Customer Satisfaction in Beauty Salons
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Abstract· Keywords

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In cosmetology service, customer satisfaction can differ depending on customers’ emotional responses through service encounters and the relational assets that are formed based on trust between employees and customers and among related businesses. Therefore, this study attempted to derive the factors needed for the management of the customer relationship after classifying relational asset fields and empirically investigating the structural relationship between customers’ emotional responses and customer satisfaction and to provide the basic data and information needed to improve customer satisfaction. For data analysis, frequency analysis and factor analysis were performed using SPSS v. 21.0. For reliability testing, Cronbach’s alpha was estimated. Furthermore, correlation analysis, linear regression analysis and 3-step mediated regression analysis were performed. For this, a questionnaire survey was conducted from November 25 to December 30, 2017 among the employees of beauty salons in Gwangju Metropolitan City. A total of 453 questionnaires were analyzed using a 5-point Likert scale. Specifically, theoretical background on relational assets, customers’ emotional responses and customer satisfaction, research method and others were analyzed. The results found the following: Relational assets had an influence on customers’ emotional responses and customer satisfaction. Furthermore, customers’ emotional responses affected customer satisfaction and revealed a mediating effect on a relational asset-customer satisfaction relationship. In terms of the sub-factors of relational assets, it was shown that an intimate program and a knowledge-building program were important. Therefore, there should be more interest in such programs and efforts for their efficient operation.
#Related assets #Customers' Emotional Responses #Customer Satisfaction

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Chen, S. C. / 2015 / Customer Value and Customer Loyalty: Is Competition a Missing Link? / Journal of Retailing and Consumer Services 22:107~116 google schola P. C. Verhoef / 2013 / Successful Customer Value Management : Key Lessons and Emerging Trends / European Management Journal 31(1):1~15 google schola 송태호 / 2016 / 고객 자산이 기업 성과에 미치는 동적인 효과: 경쟁 상황의 역할 / 상품학연구 34(2):1~10 dbpia https://terms.naver.com/ google schola 장화식 / 2005 / 기업의 관계지향성이 관계자산과 성과에 미치는 영향 google schola

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