Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effects of Loyalty Program Values of Beauty Services on Store Loyalty through Customer Satisfaction and Switching Barrier

미용 서비스의 로열티 프로그램 가치가 고객만족과 전환장벽을 통해 점포충성도에 미치는 영향

  • Oh, Kyungsook (Total Beauty Design Department, Busan Arts College) ;
  • Kang, Eunmi (Dept. of Fashion Design, Dong-A University) ;
  • Park, Eunjoo (Dept. of Fashion Design, Dong-A University)
  • 오경숙 (부산예술대학교 뷰티토탈디자인과) ;
  • 강은미 (동아대학교 패션디자인학과) ;
  • 박은주 (동아대학교 패션디자인학과)
  • Received : 2016.07.08
  • Accepted : 2016.09.28
  • Published : 2016.10.31
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Abstract

The purposes of this study was to investigate impacts of loyalty program value on store loyalty through customer satisfaction and switching barrier. This study suggests some basis about the direction guidance for successful store-running marketing activities and beauty service related researches. A total of 986 usable questionnaires were obtained from female adults of Busan. Data were analyzed by frequency analysis, correlation analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results suggested that, loyalty program value benefits(hedonic benefits and utilitarian benefits) had positive effect on customer satisfaction, and loyalty program value costs(hedonic costs and utilitarian costs) had oppositive effect on customer satisfaction. The impact of hedonic benefits of the loyalty program values was the largest. Customer satisfaction and switching barrier directly affect store loyalty. The customer satisfaction affected the store loyalty indirectly but the direct effect was bigger.

Keywords

References

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