뷰티샵의 관계자산과 고객감정반응 및 고객시민행동과의 영향관계

This study aims to analyze the relationships among the relational assets of beauty shops, the factors influencing them, consumers’ emotional responses, and customer citizenship behavior. Through this analysis, the study seeks to identify areas for differentiation and improvement in consumer behavior, and to provide effective implications for service enhancement and differentiated marketing management among competing businesses. During the survey period, an online survey was conducted from December 15 to 31, 2023, and a total of 280 copies of the questionnaire were distributed, and 253 copies were used as final analysis data, excluding 27 unfaithful copies. The collected data were subjected to frequency analysis, factor analysis, reliability analysis, correlation analysis, linear regression analysis, and three-step mediated regression analysis using the SPSS 21.0 program. As a result of the analysis, first, it was found that the relational assets of beauty shops had a positive(+) effect on customer emotional response. Second, it was found that the relational assets of the beauty shop had a positive(+) effect on customer citizenship behavior. Third, it was found that customer emotional response had a positive(+) effect on customer citizenship behavior. Fourth, it was found that customer emotional response mediates the relationship between the beauty shop’s related assets and customer civic behavior. Accordingly, if not only beauty salon managers but also frontline employees recognize the importance of the interaction among relationship assets, customer satisfaction, and customer citizenship behavior, and establish long-term customer relationship strategies, it will be possible to induce customer behaviors such as continued purchasing and positive recommendations. Ultimately, this is expected to enhance the financial profitability of the shop.