프랜차이즈 헤어샵의 관계형성프로그램이 고객감정반응과 참여행동 간의 영향관계 및 매개효과

The quantitative-growing franchise hair shops are striving to improve their service to increase their competitiveness. As the beauty service is starting from an encounter between employee and customer, employees have to pay attention to the relationship with customers and their emotion and make efforts to raise their participation. This study is empirically intended to look into the influence and mediating effects of relationship formation program on customers’ emotional response and participation behavior in franchise hair shops to verify the mediating role of their emotional response between customer relationship formation and participation behavior, and to provide basic data and information that can raise their participation. In this study, the data were analyzed using the SPSS v. 21.0 to conduct frequency analysis, factor analysis, correlation analysis, linear regression analysis and mediation regression analysis, and to calculate the Cronbach’s α coefficient for reliability verification. A survey was carried out to franchise hair shop customers in Gwangju city. A total of 285 questionnaires were analyzed using the Likert 5-point scale. The main contents of research are made up of relationship formation program, customers’ emotional response, theoretical background and importance of customers’ participation behavior, precedent studies, and research design and related analysis. The findings showed that the relationship formation program had a positive effect on the customers’ emotional response and participation behavior. In the process, the customers’ emotional response was fully mediated by the intimacy program and partially mediated by the knowledge formation program. Consequently, franchise hair shops should basically maintain the intimate relationship with customers. Especially, as customers’ emotional response is partially mediated by the knowledge formation program, the employees’ reliability, improved through internal service education, will drum up their active participation behavior by their positive emotional response.