프랜차이즈 헤어살롱 ‘제오헤어’의 환경적 요인, 심볼 내러티브, 브랜드 이미지, 재방문 및 추천 의도의 관계

• 영문명: Franchise hair salon XEO Hair, environmental factors, symbol narrative, brand image, Relationship between revisit of recommendation intention
• 발행기관: 한국인체미용예술학회
• 저자명: 김성창(Seong-Chang Kim) 박은준(Eun-Jun Park)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제23권 제3호, 187~201쪽, 전체 15쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2022.09.20

영문 초록

This study investigated the effects of environmental factors, symbolic narrative, brand image, revisit and recommendation intention of hair salon Zeo Hair. To this end, a self-administered questionnaire was distributed to Zeo Hair customers in Seoul and Gyeonggi Province. For data collection, a total of 350 questionnaires were distributed and collected. As a result of the final analysis of 298 copies excluding 22 defective cases, the higher the reliability of the beauty salon, the higher the customer satisfaction. The study results are as follows. First, as a result of examining the demographic characteristics, women in their twenties had the most. Marriage was the most unmarried, education was the most, and the average monthly income was between 1 million won and less than 3 million won. Second, it was found that there was no problem in the reliability verification of environmental factors, symbolic narrative, brand image, revisit and recommendation intention, and environmental factors were derived from two sub-factors of emotional preference and visual preference, As a result of examining the effect of symbol narrative on brand image, it was found that external image, a sub-factor of brand image, significantly affects emotional preference and visual preference factors. As the convenience, aesthetics, and appropriateness increased, the external image and revisit recommendation intention also increased. Based on the above results, it is expected that hair salons will be able to improve the environment, increase customer satisfaction, and increase the revisit rate, thereby promoting the growth of the hair salon market.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

제오헤어 환경적 요인 심볼내러티브 브랜드 이미지 재방문 및 추천의도 Xeo hair External Image Symbolic narrative Brand Image Relationship between revisit of recommendation intention