프랜차이즈 미용실의 상호작용공정성과 고객몰입, 고객시민행동 간의 영향관계연구

Recently, the domestic beauty market needs the development of scientific and rational marketing strategies to improve the value of customer-oriented beauty services due to the competitive market of oversupply. This study is, therefore, intended to provide the basic data of marketing strategies for the operation of franchise beauty shop by looking into the effect relationship between interactional justice, customer commitment and customer citizenship behavior in franchise beauty shop. The SPSS v. 21.0 was used to conduct frequency analysis, factor analysis, correlation analysis and simple regression analysis for the data of this study. The Cronbach’s coefficient  was calculated to verify the reliability of data. A survey was carried out to customers who have experienced franchise beauty shops located in Gwangju city. A total of 267 questionnaires were analyzed on the Likert 5-point scale. The main contents of research consisted of theoretical review on interactional justice, customer commitment and customer citizenship behavior, research design, and related analysis. The findings showed that interactional justice had an effect on customer commitment and customer citizenship behavior, and customer commitment also had an effect on customer citizenship behavior. In particular, loyalty behavior among sub-factors of customer citizenship behavior was most influenced by interactional justice and customer commitment. Consequently, it is necessary to seek effective measures to perceive and increase the importance of interactional justice, and to make efforts to further improve loyalty behavior, cooperation behavior and participation behavior that are sub-factors of customer citizenship behavior.