뷰티숍의 마케팅 믹스가 인지된 가치, 평판, 그리고 재방문 의도에 미치는 영향

• 영문명: Impacts of a Beauty Shop's Marketing Mix(7Ps) on Perceived Value, Reputation, and Revisit Intention
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이도경(Do Kyung LEE)
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제4호, 67~83쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Purpose: The beauty market is growing rapidly and becoming more competitive as new shops enter the market and offer similar products and services. The way for industries such as beauty shops to succeed in market competition is to understand customer needs and provide a marketing mix appropriate for those needs. Research design, data, and methodology: The survey was conducted for a total of 4 days from October 4 to October 7, 2023, and a total of 2,431 copies were distributed and 463 copies were returned. Excluding 2 copies with insincere responses, 461 copies were used for analysis. The data were analyzed with SPSS 25.0 and SamrtPLS 4.0. Result: Product, price, promotion, people, and physical evidence influence perceived value, but place and process didn’t. Product, process, and physical evidence influence reputation, but price, location, promotion, and people didn’t. Perceived value influences revisit intention but did not reputation. Reputation influences revisit intention. Conclusions: First, beauty shops must develop beauty services that can satisfy customers' needs. Second, beauty shops must continue to invest in external facilities and interior design. Third, intangible service processes can help the beauty shop's reputation. Fourth, beauty shops need to maintain a balance between price and perceived value so that customers can be satisfied with the service experience.

목차

1. Introduction

2. Literature Review and Hypothesis

3. Study Design

4. Analysis

5. Conclusions and Implications

References

키워드

Beauty shop Marketing mix Perceived value Reputation Revisit intention