소비자의 관계효익과 공정성 지각이 프랜차이즈 점포와의 장기적 관계지향성에 미치는 영향: 헤어서비스를 대상으로

Recently customers’ desire become diversified while a heavy competition prevailed among franchise stores and general stores in the hair service market. Accordingly keeping and managing existing customers is fairly important and most efficient way from the customer relationship marketing perspective. This study scrutinizes the effects of customers’ perception of relationship benefit and fairness on a long-term relationship orientation via satisfaction and trust for hair service stores. In this regard, this study also aims to witness the difference between franchise stores and general stores. The on-line survey is conveyed with 300 respondents aged between 10 and 60 and the collected data was used for the analysis. The analysis results showed that there is statistical difference in relationship benefit perception but in fairness perception between franchise stores and general stores. Also, the relationship benefit and fairness statistically affect the satisfaction and trust which also statistically affects the long-term relationship orientation. However, the model fit of franchise stores is stronger than that of general stores. The result of this study will strengthen the theoretical background of relationship marketing and provide some valuable insights of marketing strategy for hair service stores.