Advanced SearchSearch Tips
A Study on the Effects of Solely Operated Beauty Salon`s Relational Benefits on Recommendation and Defection Intentions: Mediating Effects of Customer Satisfaction
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 1,  2016, pp.413-425
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.1.413
 Title & Authors
A Study on the Effects of Solely Operated Beauty Salon`s Relational Benefits on Recommendation and Defection Intentions: Mediating Effects of Customer Satisfaction
Jeon, Seon-Bok;
  PDF(new window)
This study investigated what effects the relational benefits perceived by the customers of solely operated beauty salons have on customer satisfaction, recommendation intention, and defection intention through the convergence of cosmetology and business management. For this, a total of 322 customers of solely operated beauty salons were chosen as final valid samples. For data analysis, frequency analysis, reliability analysis, confirmatory factor analysis, and correlation analysis were performed using SPSS 15.0 and AMOS 18. For a hypothesis test, lastly, path analysis was conducted using structural equation modeling. The study results found the following: First, among the relational benefits perceived by the customers of solely operated beauty salons, confidence benefits and social benefits had a positive effect on customer satisfaction. Second, the relational benefits perceived by the customers of solely operated beauty salons had a positive effect on recommendation intention. Third, confidence benefits and social benefits had a negative effect on defection intention. Fourth, customer satisfaction had a positive effect on recommendation intention. Fifth, customer satisfaction had a negative effect on defection intention. Sixth, in relationship between the relational benefits perceived by the customers of solely operated beauty salons and recommendation/defection intention, customer satisfaction revealed partial mediating effects.
Solely Operated Beauty Salon;Convergence Management;Relational Benefits;Customer Satisfaction;Recommendation Intention;Defection Intention;
 Cited by
구조방정식모형에서의 R을 이용한 부트스트랩 기반의 이중매개효과 분석 방안에 대한 연구,윤철호;최광돈;

디지털융복합연구, 2016. vol.14. 9, pp.111-121 crossref(new window)
성공적인 도시재생사업을 위한 요인에 관한 연구 -외부 요인과 내부 요인의 상대적 중요도 비교-,이찬호;

디지털융복합연구, 2016. vol.14. 8, pp.195-201 crossref(new window)
A Study on the Double Mediation Analysis in Structural Equating Models with Bootstrapping Using R, Journal of Digital Convergence, 2016, 14, 9, 111  crossref(new windwow)
Jones, T. O. & Sasser, W. E. Jr., Why Satisfied Customer Defect. Harvard Business Review, November-December, pp. 88-99, 1995.

S. Y. Park & S. W. Bae, The Impact of Core Service Quality and Relational Benefit on Customer Defection and Recommendation Intentions Through Customer Satisfaction and Switching Barrier. Journal of Marketing Management Research, Vol. 55, No. 1, pp. 75-106, 2010.

Anderson, J. C. & Narus, J. A., Structural Equation Modeling in Practices: A Review and Recommended Two-Step Approach. Psychological Bulletin, Vol. 103, No. 3, pp. 411-423, 1990.

Anderson, E. W., Fornell, C. & Lehmann, D. R., Customer Satisfaction, Market Share and Profitability: From Sweden. Journal of Marketing, Vol. 58, pp. 53-56, 1994.

Y. K. Lee, B. H. Choi & H. N. Moon, Effects of Relational Benefits on Customer's employee and Restaurant Satisfaction, and Customer Loyalty relational benefits, costumer. Korean Management Review, Vol. 31, No. 2, pp. 373-404, 2002.

D. S. Kim & B. M. Son, The Effect of Quality Control Factors on Consumer Satisfaction and Recommendation Intention in Food Service Industry. Korea Journal of Tourism and Hospitality Research. Vol. 25, No. 1, pp. 143-163, 2011.

Keaveny, S. M., Customer Switching Behavior is Industries: An Exploratory Study. Journal of Marketing, Vol. 59, No. April, pp. 71-82, 1995.

Henning-Thurau, T., Gwinner, K. P. & Gremler, D. D., Understanding Relationship Marketing Outcomes. An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, Vol. 4, No. 3, pp. 230-247, 2002. crossref(new window)

Gwinner, K. P., Gremler, D. D., & Bitner, M. J., Relational benefits in service industries: The customer's perspective. Journal of the Academy of Marketing Science, Vol. 26, No. 2, pp. 101-114, 1998. crossref(new window)

K. J. Kim & K. Y. Park, A Study on Mediating Effect of Customer Satisfaction, Switching Barrier, and Commitment between Relational Benefit and Customer Loyalty. Journal of Hotel Administration, Vol. 19, No. 2, pp. 93-113, 2010.

Reynolds, K. E. & Beatty, S. E., Customer benefits and company consequences of customer salesperson relationships in retailing. Journal of Retailing, Vol. 75, No. 1, pp. 1-22, 1999. crossref(new window)

S. Y. Park & S. W. Bae, The Effect of Relational Benefits and Brand Identification on Customer Loyalty: Focused on Five Star Hotel Industry. Journal of Hotel Administration, Vol. 21, No. 5, pp. 41-62, 2012.

Fornell, C. S., Morgeson III, F. V. & Krishnan, M. S., Customer Satisfaction and Stock prices: High Return, Low Risk.. Journal of Marketing, Vol. 70, No. 1, pp. 3-14, 2006.

Tsiros, M., Mittal, V., & Ross Jr., W., The role of attributes in customer satisfaction: a reexamination. Journal of Consumer Research, Vol. 31, No. September, pp. 476-483, 2004.. crossref(new window)

E. G. Hwang, S. J. Kim & B. K. Kim, Effects of the Characteristics of Wild Vegetables on Customer Satisfaction, Trust and Repurchase Intention. The Korean Journal of Culinary Research, Vol. 20, No. 4, pp. 59-74, 2014..

Ward, J. C. & Ostrom, A. L., Complaining to the masses: the role of protest framing in customer-created complaint sites. Journal of Consumer Research, Vol. 33, No. September, pp. 220-230, 2006. crossref(new window)

Johnson, M. D. & Fornell, C. A., Framework for Comparing Customer Satisfaction Across Individuals and Product Categories. Journal of Economic Psychology, Vol. 12, No. 2, pp.267-286, 1991. crossref(new window)

Oliver, R. L., Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, Vol. 20, No. 3, pp. 418-430, 1993. crossref(new window)

Cronin, J. J. & Taylor, S. A., Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, Vol. 56, No. 2, pp. 55-68, 1992.

Reinartz, W., Thomas, J. S. & Kumar, V., Balancing acquisition and retention resources to maximize customer profitability. Journal of Marketing, Vol. 69, No. January, pp. 63-79, 2005. crossref(new window)

Feick, L. & Higie, R. A., The Effects of Preference Heterogeneity and Source Characteristics on Ad Processing and Judgments about Endorsers. Journal of Advertising, Vol. 21, No. 2, pp.9-24, 1992. crossref(new window)

Anton, C., Camarero, C. & Carrero, M., The Mediating Effect of Satisfaction on Consumer's Switching Intention. Psychology & Marketing, Vol. 24, No. 6, pp. 234-250, 2007.

Beatty, S. E. & Lee, J., Customer-sales associate retail relationships. Journal of Retailing, Vol. 72, No. 3, pp. 223-247, 1996. crossref(new window)

E. J. Go, S. K. Yi & S. S. Kim, The Effect of Customer Satisfaction and Customer Loyalty with Relational Benefits on the Internet Shopping Mall. Journal of The Korean Society of Clothing and Textiles, Vol. 33, No. 3, pp. 467-476, 2009. crossref(new window)

S. D. Rhee, J. B. Lee & J. H. Lee, The Effects of leisure activity Participation's of Relationship Benefit Perception on the Sports center satisfaction degree and consumers Royalty's degree. Korean Journal of Sport Management, Vol. 11, No. 3, pp. 77-90, 2006.

H. K. Ha & W. C. Jeong, The Consequences of Relational Benefits in the Hotel Industry. Tourism Research, Vol. 18, pp. 41-64, 2004.

H. S. Suh & H. J. Ju, Exploratory research on influence of personalized, confidence, and economic benefits on consumers' loyalty and intention to terminate relationship in open market transaction. The e-Business Studies, Vol. 13, No. 3, pp. 71-94, 2012.

E. J. Heo & S. B. Kim, The Effects of Relational Benefits on Customer Satisfaction and Relational Continuance Intention in the Market of Cosmetic Medicine-Focusing on the mediating effects of relational frequency. Customer Satisfaction Management Research, Vol. 16, No. 4, pp. 67-86, 2014.

J. Y. Suh & H. J. Lee, A study on the coffee shop's service quality impacts on the customer's satisfaction, trust and recommend convention- Comparison of homemade and foreign coffee shop brands-. Customer Satisfaction Management Research, Vol. 13, No. 3, pp. 151-172, 2011.

K, H. Kim, The Effects of Island Tourism Destination on Experiences Quality, Perceived Value, Customer Satisfaction, Customer Defection, and Revisit Intention: The Case of GeoJe. TongYoung.GoSeong Tourist Destination. Journal of Tourism Sciences, Vol. 35, No. 9, pp. 297-318, 2011.

Oliver, C. D., Forest Development in North America Following Major Disturbances. Forest Ecology Management, Vol. 3, pp. 153-168, 1981.

Y. J. Yi. Comprehensive Study on Customer Satisfaction Research. Journal of Consumer Studies, Vol. 11, No. 6, pp. 139-166, 2000.

J. S. Kim & H. K. Sohn, The impact of cognitive and affective image and the perceived risks about recommendation and revisit intention to Ganghwa-do as a tourism destination. Journal of Tourism Sciences, Vol. 34, No. 3, pp. 215-236, 2010.

Fornel, C. & Larcker, D., Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, Vol. 18, No. February, pp. 39-50, 1981. crossref(new window)

K. H. Ahn, M. S. Kim & B. I. Kim, The Relative Effects of Three Dimensions of Port Logistics Service Quality on Customer Satisfaction. Korean Management Review, Vol. 37, No. 3, pp. 417-442, 2008.

Jones, M. A., Mothersbaugh, D. L. & Beatty, S. E., Switching Barriers and Repurchase Intentions in Services. Journal of Retailing, Vol. 76, No. 2, pp.259-274, 2000. crossref(new window)

Mackinnon, D. P., Fairchild, A. J. & Fritz, M. S., Mediation Analysis. Annual Review of Psychology, Vol. 58, pp. 593-614, 2007. crossref(new window)

Baron, R. M. & Kenny, D. A., The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, Vol. 51, pp. 1173-1182, 1986. crossref(new window)

Reichheld, F. F. & Sasser, W. E., Zero Defections: Quality Comes to Services. Harvard Business Review, Vol. 68, pp. 105-111, 1990.