프렌차이즈 헤어샵의 경험단서가 관계몰입과 장기지향성에 미치는 영향

In today’s business environment, where relationships with modern customers determine corporate sustainability, building amicable relationships with customers is an essential factor that cannot be overlooked. In this context, positive experiential cues between customers and employees play a crucial role. This study aims to examine the effect of experiential cues in franchise hair salons on relationship commitment and long-term orientation, thereby verifying the importance of experiential cues and providing foundational data and insights to enhance these factors. For data analysis, SPSS 25.0 was used to conduct frequency analysis, factor analysis, calculation of Cronbach’s α coefficients, descriptive statistics, correlation analysis, and regression analysis. The study surveyed a total of 283 customers who used franchise hair salons in Seoul and Gyeonggi Province, utilizing a five-point Likert scale. The study primarily consists of theoretical examinations of experiential cues, relationship commitment, and long-term orientation, along with related analyses. The results confirmed that the sub-factors of experiential cues, namely human, functional, and physical, significantly influence both relationship commitment and long-term orientation. Based on these findings, it is suggested that hair salon managers and employees systematically manage experiential cues to strengthen customer relationship commitment and long-term orientation.