헤어샵에 대한 브랜드편익과 관계편익이 고객충성도에 미치는 영향

This study investigated the perception of brand benefits and relationship benefits provided to customers in the hair service industry, where competition is intensifying, and studied the impact of this relationship on customer loyalty. A survey was conducted from April 15 to April 20, 2024, targeting customers in their 20s or older who had experience visiting franchise hair shops. The sample collection method was an online survey targeting a research company’s expert panel, and the final 300 copies of the data were used in the final analysis. As a result of the analysis, the three factors of brand benefit for the hair shop were functional convenience, experiential benefit, and symbolic benefit, the three factors of relationship benefit were trust benefit, social benefit, and special preferential benefit, and the two factors of customer loyalty were attitudinal loyalty and behavioral loyalty. In the effect of hair shop brand benefits on customer loyalty, experiential and functional benefits were found to have an effect on customer loyalty, while symbolic benefits were found to have an effect only on behavioral loyalty. Among the relationship benefits felt by customers using hair salons, trust benefits were found to influence all components of customer loyalty, special preferential benefits were found to influence attitudinal loyalty, and social benefits were found to influence behavioral loyalty. Through this study, brand benefits and relationship benefits are specific measures to maximize the loyalty of customers using hair services, and the service strategy and service marketing direction to be provided to consumers were presented.