헤어미용서비스에서 라포형성이 관계품질에 미치는 영향

This study conducted an online survey using mobile devices for about a month from January 15 to February 15, 2021, targeting the general public with experience in hairdressing to find out the effect of rapport formation in hair and beauty services on relationship quality. As a result of using a total of 720 copies for the final analysis, in the relationship between rapport formation and relationship satisfaction, polite behavior, information sharing behavior, common background behavior, and meticulous behavior were found to be significant, but Bonding behavior was not statistically significant. In the relationship of influence of rapport formation on relationship trust, polite behavior, meticulous behavior, information sharing behavior, and bonding behavior were found to have a positive effect in the order, and common background behavior was not statistically significant. In relation to the effect of rapport formation on relationship commitment, it was analyzed that information sharing behavior, polite behavior, and meticulous behavior had a positive effect in the order, and common background behavior and bonding behavior did not appear statistically significant. Through this study, we intend to contribute to the sustainable development of the beauty field by helping to establish human resource management and relationship marketing strategies in the beauty field, and by providing differentiated customer management methods.