미용실의 감성마케팅 요소가 서비스 회복전략 및 고객 충성도에 미치는 영향

• 영문명: The effects of emotional marketing elements on service recovery strategy and customer loyalty
• 발행기관: 한국인체미용예술학회
• 저자명: 이영희(Young hee Lee) 도주연(Ju yeon Do)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제18권 제1호, 61~77쪽, 전체 17쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2017.03.20

영문 초록

This study attempted to analyze the effects of emotional marketing on customer loyalty and service recovery strategies and investigate causal relationships among the variables. The sub-factors of emotional marketing were set by five senses, and reliability analysis, correlation analysis and confirmatory factor analysis (CFA) were performed with 657 beauty salon customers. Lastly, a structural equation modeling (SEM) analysis was conducted. The results found the following: A certain level of reliability was found in all questions, and emotional marketing factors had a significant direct effect on customer loyalty. In contrast, they had no direct effect on service recovery strategies. Taking customer loyalty as a parameter, a significant indirect effect was observed. These results show that if customer loyalty is high with the presence of an emotional marketing strategy in the event of service failure, the effects of service recovery strategies could be enhanced.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법 및 절차

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

감성마케팅 고객 충성도 서비스 회복전략 오감 미용경영 Emotional Marketing Customer Loyalty Service Recovery Strategy The five senses Beauty Management