미용실 고객관계관리(CRM)가 관계품질과 관계성과에 미치는 영향

• 영문명: The Influence of Customer Relationship Management (CRM) on Relationship Quality and Relationship Performances in Beauty Salons
• 발행기관: 한국인체미용예술학회
• 저자명: 왕예진(Ye-Jin Wang) 신우임(Woo-Im Shin) 단민석(Min-Seok Dan) 김희륜(Hee-Ryun Kim) 박은준(Eun-Jun Park)
• 간행물 정보: 『한국인체미용예술학회지』제25권 제2호, 125~140쪽, 전체 16쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2024.06.20

영문 초록

In the modern times, beauty industry environments have rapidly changed. As customer needs and expectations become more diverse, beauty salons have also made a lot of efforts to provide upgraded customer relationship management (CRM) services and build a solid long-term relationship. Under these circumstances, this study attempted to investigate the influence of CRM on relationship quality and relationship performances in beauty salons and make a contribution to the growth of beauty industry with such diverse CRM services. For this, an offline self-administered questionnaire survey was performed against adult men and women in their 20s or older, who visited a beauty salon before from October 11 to 30, 2023 (20 days). A total of 330 copies were used for final analysis, and the collected data were analyzed, using SPSS 22.0. For analysis of general characteristics, frequency analysis was conducted. Concerning the validity and reliability of CRM, relationship quality and relationship performances, factor analysis and reliability analysis were carried out. To examine the effects of CRM on relationship quality and relationship performances, regression analysis was performed, and the results found the followings. In CRM factors, ‘introduction factor’ and ‘operating factor’ had a positive influence on relationship quality and relationship performances with statistical significance. It is anticipated that the above results would be available in searching new competitive beauty services or diverse customer management techniques and building an environment for high-quality customer relationship services, making a contribution to the growth and prosperity of beauty industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론 및 제언

참고문헌

키워드

미용서비스 고객관계관리 관계품질 관계성과 Beauty Services Customer Relationship Management(CRM) Relationship Quality Relationship Performances