미용실 선호도에 따른 체험마케팅 효과 연구

• 영문명: The Impact of Sensory Marketing Based on Beauty Salon Preference
• 발행기관: 한국인체미용예술학회
• 저자명: 이영희(Young-Hee Lee)
• 간행물 정보: 『한국인체미용예술학회지』제25권 제2호, 227~242쪽, 전체 16쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2024.06.20

영문 초록

This study aimed to explore variations in the five senses of sensory marketing across beauty salon preferences. To achieve this, a questionnaire survey was conducted among 330 beauty salon customers. The results revealed the following findings: The selection criteria, preferred forms, and service types, which constitute the three elements of preference for a hair salon, displayed notable distinctions in every aspect of sensory marketing, encompassing visual, olfactory, gustatory, and tactile experiences. Nevertheless, no significant differences were observed in the auditory element. Consumers who prioritize skilled expertise and amicable service tended to be particularly attuned to visual, gustatory, and tactile experiences. Conversely, those who select hair salons based on factors like pricing, word-of-mouth referrals, and social media promotion were more responsive to olfactory sensations. In general, auditory aspects were found to play a minor role in overall preferences. This study is significant as it opens new avenues for research on sensory experiences in the beauty industry, where emotional factors often influence decision-making. The findings are anticipated to be valuable in leveraging the strategic importance of incorporating all five sensory elements in the field of hair salons.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법 및 절차

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

참고문헌

키워드

미용실 선호도 감각마케팅 체험마케팅 미용실 마케팅 Beauty Salon Preference Sensory Marketing Experimental Marketing Hair Salon Marketing