헤어샵의 고객 인게이지먼트가 고객신뢰 및 관계지속의도에 미치는 영향

The diversification of consumer desires for beauty and growing marketing platforms are changing rapidly in the beauty industry. The emergence of customer-oriented marketing concepts has highlighted the importance of the relationship between companies and customers, and the interest and importance of customer engagement are growing as the industry continues to shift and develop toward relationship marketing. Therefore, this study aims to demonstrate the importance of customer engagement by investigating the relationship between customer engagement, customer trust, and the intention to continue the relationship and to provide fundamental data when establishing effective marketing strategies. A survey was conducted on customers of hair Shops to analyze the effects of the relationship between customer engagement, customer trust, and intention to continue the relationship. Three hundred and fifty copies of the survey were distributed, and 281 copies, excluding those with unfaithful responses, were used for the final analysis. The research period was about two months, from October 1, 2024, to December 11, 2024. SPSS 25.0 Version was used to analyze the data, conducting frequency analysis, exploratory factor analysis, Cronbach’s α coefficient calculation, descriptive statistics analysis, and correlation analysis. Correlation analysis, regression analysis, and three-step mediation regression analysis were conducted to verify the mediating effects. The analysis showed that the engagement of hair Shop customers is a factor that affects customer trust and intention to continue the relationship. The ranking of the effects of each sub-factor is the same. However, among them, passion/enthusiasm did not have a significant effect on customer trust and had a relatively low impact on the intention to continue the relationship. It was found that customer trust partially mediates the relationship between the engagement of hair Shop customers and the intention to continue the relationship. The research results show that marketing through customer engagement should be prioritized to improve customer trust and intention to continue the relationship. If engagement is identified and used in marketing, sustainable growth can be achieved, and since customer trust is a factor that mediates customer engagement and intention to continue the relationship, efforts are required to provide customer-oriented and genuine services so that customers can trust.