Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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The Influence of Beauty Academies' Relationship Marketing on Quality of Educational Services and Learners' Relationship Commitment

미용학원의 관계마케팅이 교육서비스 품질 및 학습자 관계몰입에 미치는 영향

  • Jae-Reen Kim (Departmen. of Cosmetics Engineering Graduate School of Konkuk University) ;
  • Jae-Nam Lee (Departmen. of Cosmetology, Graduate School of Engineering, Konkuk University)
  • 김재린 (건국대학교 대학원 화장품공학과) ;
  • 이재남 (건국대학교 산업대학원 향장학과)
  • Received : 2023.07.20
  • Accepted : 2023.08.23
  • Published : 2023.08.31
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Abstract

This study attempted to investigate the influence of relationship marketing on the quality of educational services and learners' relationship commitment, and the goals are to provide basic data needed to develop business management strategies and promote the growth of beauty education industry. For this, a questionnaire survey was performed against the students from beauty academies in Yeongnam region, and a total of 503 copies were used for final analysis. The study results found the followings: First, there were differences by each factor among relationship marketing, quality of educational services and learners' relationship commitment. Second, relationship marketing revealed a statistically significant effect on the quality of educational services. Third, relationship marketing showed a significant influence on learners' relationship commitment. Fourth, the quality of educational services showed a significant effect on learners' relationship commitment. It is anticipated that the study results would be available as basic data needed for beauty academies to develop business management strategies and promote the growth of beauty academy industry.

본 연구는 관계마케팅이 교육서비스 품질과 학습자의 관계몰입에 미치는 영향을 알아보고, 미용학원 경영전략 수립을 위한 기초 자료 제공 및 미용학원 교육산업 성장과 활성화에 도움이 되고자 연구를 진행하였다. 이를 위해 영남지역의 미용학원 학습자를 대상으로 설문조사를 실시하여 최종 503부를 분석하여 사용하였다. 연구 결과는 다음과 같다. 일반적 특성에 따른 관계마케팅, 교육서비스 품질, 학습자 관계몰입에서는 각 요인에 따라 차이가 나타났다. 둘째, 관계마케팅이 교육서비스 품질에 유의한 영향을 미치는 것으로 나타났다. 셋째, 관계마케팅이 학습자 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 넷째, 교육서비스 품질이 학습자 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 본 연구 결과는 미용학원이 경영전략을 수립하고 미용학원 산업의 성장을 도모하는데 필요한 기초 자료로 활용될 수 있을 것으로 기대된다.

Keywords

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