헤어살롱의 관계마케팅이 라포형성, 관계성과에 미치는 영향

In the beauty industry of modern society, relationship marketing with customers is attracting attention as an important variable that determines a company’s survival. The purpose of this study is to investigate the influence of hair salon relationship marketing and rapport on the relationship performance with customers. The survey subjects are the general public who use hair salons in their 20s or older, and 300 copies were used for final analysis through the self-written questionnaire from April 5, 2024 to May 5, 2024, and multiple regression analysis was conducted using the SPSS 25.0 program for statistical processing. As a result of the analysis, three factors were derived for relationship marketing of hair salons: customer orientation, communication, and ties. In terms of rapport formation, three factors were derived: pleasant relationship, personal bond, and intimacy, and three factors were derived for relationship: customer satisfaction, word of mouth intention, and loyalty. As a result of the analysis, customer orientation and ties among the sub-factors of relationship marketing showed a significant influence on personal ties, pleasant relationships, and intimacy, which are sub-factors of rapport formation, pleasant relationships and intimacy among the sub-factors of rapport formation, customer satisfaction, word of mouth intention, and loyalty, which are sub-factors of relationship performance, and customer orientation and communi- cation among the sub-factors of relationship marketing showed a significant influence on all sub-factors of relationship performance. This study empirically analyzed the effect of relationship marketing factors of hair salons on rapport formation and relationship perfor- mance. Therefore, it is meaningful to reveal the importance of relationship marketing on rapport formation at the contact point of hair salon service and to connect it to relationship performance. The strategy for rapport formation increases emotional value and trust through in-depth understanding and empathy for customers, and contributes to securing continuous relationships with customers. Accordingly, it suggests that relationship marketing of hair salons suggests a strategic direction for maintaining customers and improving loyalty by strengthening the bond with customers through rapport formation.