지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.1
- 수록면
- 305 - 314 (10page)
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This study inquired into the effects of switching barriers on customer satisfaction and repurchase intentionin the beauty service industry and proposed a marketing strategy to maintain customers in the industryby increasing the barriers. This study examined the effects of sub-factors of switching barriers such asswitching costs, alternative attractiveness and human relationships on customer satisfaction and repurchaseintention. For an empirical analysis, a survey method was conducted with male and female customers ofbeauty shops with less than five workers in Incheon, and 249 copies were used in the analysis. Exploratoryfactor analysis, reliability analysis and multiple regression analysis were carried out to test hypothesesin this study. As a result, the first hypothesis that switching costs would affect customer satisfaction andrepurchase intention was rejected. Second, the hypothesis that alternative attractiveness and humanrelationships would affect customer satisfaction and repurchase intention was adopted. Third, the hypothesisthat customer satisfaction would affect repurchase intention was adopted. To sum up the above results,it is most important to maintain continued visits by forming human relationships between beauty shopcustomers and service providers and customer satisfaction, and the service providers should increase theirservice quality and provide their customers with quality service to increase their alternative attractivenessand should maximize the beauty shops’ profits by preventing their customers from leaving and making themrevisit them in the long term.
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참고문헌 (37)
참고문헌 신청
Anderson EW / 1994 / The Antecedentand Consequence of Customer Satisfaction for Firms / Market. Sci 12 : 125 ~ 143
Berry LL / 1991 / Parasuraman A. Marketing services: Competing Through Quality New york / Fck
Berry LL / 1995 / Relationship Marketing of service Growing interest, Emerging of Service: Growing interest, emerging Perspectives / J. Aca. Market. Sci 23 : 236 ~ 245
Bitener MJ / 1990 / Evaluating Service Encounters: The Effects of Physical surroundings and Employee Responses / J. Market 54 : 69 ~ 82
Heller P / 2003 / Customer Repurchase Intention: A General structural Equation Model / Eur. J. Market 17 : 62 ~ 1800
Berry LL / 1991 / Parasuraman A. Marketing services: Competing Through Quality New york / Fck
Berry LL / 1995 / Relationship Marketing of service Growing interest, Emerging of Service: Growing interest, emerging Perspectives / J. Aca. Market. Sci 23 : 236 ~ 245
Bitener MJ / 1990 / Evaluating Service Encounters: The Effects of Physical surroundings and Employee Responses / J. Market 54 : 69 ~ 82
Heller P / 2003 / Customer Repurchase Intention: A General structural Equation Model / Eur. J. Market 17 : 62 ~ 1800
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