뷰티서비스 이용 고객의 전환비용 유형에 따른 고객 이탈 요인의 영향력 분석

This study examined the impact of switching costs on customer churn intentions among beauty service users, as well as the moderating effect of gender. And the size of the influence of procedural switching costs, financial switching costs, and relational switching costs on customer churn intentions was analyzed. This paper suggests strategies to prevent customer churn by analyzing the extent of the influence of procedural switching costs, financial switching costs, and relational switching costs. As a result of verifying the influence of switching costs on customer churn, focusing on the hair and beauty service industry, the hypothesis that procedural switching costs will have a negative(-) direction on the churn intention of beauty service customers was found to be marginally significant; however, it was rejected as showed a positive(+) direction. The hypothesis that financial switching costs, defined as the losses associated with the disappearance of discount benefits or switching to a new service, will have a negative(-) direction on customer churn intention was also rejected. Relational switching costs, which are defined as the psychological losses when get out of a relationship with the existing service provider will have a negative(-) direction on the customer churn intention were accepted. The relative strength of each factor affecting customer churn intention was shown in the order of relational switching costs and procedural switching costs. The moderating effect of gender on switching costs and customer churn intention was found to be marginally significant only for procedural switching costs. As a result of this study, it is very important to increase relational switching costs in order to reduce customer churn. The method to increase relational switching costs is to strengthen the bond with customers so that they feel the big loss of the relationship and it can be used as a strategy to reduce customer churn by actively taking advantage of hair beauty service brand to make the brand relationship loss feel greater.