헤어살롱 소비자의 체험마케팅이 신뢰도와 만족도에 미치는 영향 = How Hair Salon Consumer Experience Marketing Affects Reliability and Satisfaction

다국어 초록 (Multilingual Abstract)

This study validated the impact of hair salon consumer experience marketing on reliability and satisfaction. Based on these results, the purpose is to provide the basic materials necessary for customer marketing of hair salons. The survey method was aimed at consumers using salons mainly in Seoul and Bundang areas, self-contained questionnaire methods were used, and finally 573 questionnaires were used as analysis data. The collected data was analyzed using the program SPSS 22.0, and frequency analysis, factor analysis, reliability analysis, and regression analysis were used for analysis of the data. The results of the analysis are as follows: In the relationship between experience marketing and the impact of reliability, experience marketing showed a defining relationship to reliability. As a result of the impact of experience marketing factors on reliability, it is necessary to increase the confidence of technology, services, and prices, which are factors of reliability, in order to increase experience marketing of senses, emotions, perceptions, and relationships. However, in relation to the impact of experience marketing and satisfaction, experience marketing showed a defining relationship to satisfaction. It has been shown to affect satisfaction in the order of emotional, sensory, cognitive, and related experience factors.

참고문헌 (Reference)

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