미용실의 관계마케팅이 관계의 질 및 마케팅성과에 미치는 영향

The study believed that there was a need for a change in perception toward relationship marketing that emphasizes the creation of new customers for beauty salons, and investigated the factors that customers consider regarding beauty services and their impact on the quality of relationships and marketing performance. Additionally, the relationship The mediating effect of quality was verified. Through empirical analysis, four factors of beauty salon relationship marketing were derived: worker expertise, price differentiation, communication, and relationship. According to the results of verifying the relationship between beauty salon relationship marketing factors and relationship quality, relationship marketing communication, worker expertise, and bonding relationships were found to have a significant impact on customer trust. In addition, customer trust and customer satisfaction were found to be important parameters in the impact of relationship marketing of beauty salons on marketing performance. Through this study, in order to continuously maintain relationships with customers, relationship marketing is necessary to provide better services through dialogue with customers and generate profits accordingly, and trust with customers is needed to form relationships with customers. It has been confirmed that by inducing and cooperating with customers, relationships will continue to be formed, and only through close interaction can the relationships with customers be maintained or long-term profits be created.