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A Study on the Effects of Solely Operated Beauty Salon`s Relational Benefits on Recommendation and Defection Intentions: Mediating Effects of Customer Satisfaction
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  • 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;
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 Abstract
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.
 Keywords
Solely Operated Beauty Salon;Convergence Management;Relational Benefits;Customer Satisfaction;Recommendation Intention;Defection Intention;
 Language
Korean
 Cited by
1.
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)
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