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> 복식문화학회 > 복식문화연구 > 29권 1호

메이크업 서비스 마케팅 믹스가 고객재방문 의도에 미치는 영향 - 고객만족도와 고객충성도의 매개효과 분석 -

The effects of makeup service marketing mix on customer revisit intention - Analysis of mediating effects of customer satisfaction and customer loyalty -

강지연 ( Ji-yeon Kang )

- 발행기관 : 복식문화학회

- 발행년도 : 2021

- 간행물 : 복식문화연구, 29권 1호

- 페이지 : pp.87-102 ( 총 16 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,600
논문제목
초록(외국어)
The purpose of this study is to investigate customer satisfaction factors that affect customer loyalty and revisit intention, and the seven factors which comprise the marketing mix that affects customer satisfaction. loyalty, and intention to revisit. The purpose of the project is to propose a research model by testing the mediated effects of customer satisfaction and loyalty using mainly factor analysis, regression analysis, and mediation analysis. First the results showed that the marketing mix 7P factors influence customer satisfaction were identified as service delivery process, product, physical basis, and promotion. The factors that influence marketing mix 7P customer loyalty were tested in the order of service delivery, physical basis, product, and distribution. Second, the factors that affect customer loyalty were artists, service, and prices whereas the factors that affect customer satisfaction were tested in the order of service, artist, cosmetics, and price. Third, the factors affecting customer revisit intention were newly derived as treatment satisfaction, professionalism, and treatment products. Fourth, the relationship between marketing mix and customer revisit intention suggested that customer satisfaction and customer loyalty has a partial sale effect. It can be suggested on the basis of these findings that the effect of makeup service with marketing mix on customer revisit intention was analyzed and a new model was derived by analyzing the mediated effect of customer satisfaction and customer loyalty.

논문정보
  • - 주제 : 자연과학분야 > 가정
  • - 발행기관 : 복식문화학회
  • - 간행물 : 복식문화연구, 29권 1호
  • - 발행년도 : 2021
  • - 페이지 : pp.87-102 ( 총 16 페이지 )
  • - UCI(KEPA) :
저널정보
  • - 주제 : 자연과학분야 > 가정
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 1226-0401
  • - 수록범위 : 1993–2021
  • - 수록 논문수 : 1892