JOURNAL BROWSE
Search
Advanced SearchSearch Tips
A Study on the Effect of Mediating Roles on Attractiveness of Alternatives on the Relationship between the Quality of Beauty Service and the Service Loyalty
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
  • Journal title : Fashion business
  • Volume 20, Issue 1,  2016, pp.173-190
  • Publisher : The Korean Society of Fashion Business
  • DOI : 10.12940/jfb.2016.20.1.173
 Title & Authors
A Study on the Effect of Mediating Roles on Attractiveness of Alternatives on the Relationship between the Quality of Beauty Service and the Service Loyalty
Lee, You Mi; Rhee, Nan Hee;
  PDF(new window)
 Abstract
The purpose of this study was to investigate the mediating roles of relationship quality, satisfaction and trust, and switching cost during the process of the effects of service quality in the beauty industry. Assuming the attractiveness of alternatives of such structural relations may differ between paths of groups, effects of influence on the relation of each composition concept were investigated. This study adopted a three-dimensional model of service quality, "process quality", "outcome quality", and "environment quality." Amos was used to analyze the research hypotheses and the proposed model. The result of the study suggests that service quality positively influences relationship quality, and relationship quality yields service loyalty. The results also indicates that relationship quality positively influences switching cost and switching cost positively influences service loyalty. Each service quality dimension had a significant effect on satisfaction, trust, and the relative importance of service quality dimensions on satisfaction; trust followed the order of process quality, outcome quality, and environment quality. The moderating variable such as the alternatives` attractiveness is found to be important moderators of the path of the model.
 Keywords
service quality;relationship quality;switching cost;service loyalty;attractiveness of alternatives;
 Language
Korean
 Cited by
 References
1.
Anderson, J. C., & Narus, J. A. (1990). A Model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1) 42-58.

2.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Sience, 16(1), 74-94. crossref(new window)

3.
Bendapudi, N., & Berry, L. L. (1997). Customers' motivations for maintaining relationships with service providers. Journal of Retailing, 73(1), 15-37. crossref(new window)

4.
Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54, 69-82. crossref(new window)

5.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A Dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research. 30, 7-27. crossref(new window)

6.
Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49. crossref(new window)

7.
Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126. crossref(new window)

8.
Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does customer knowledge affect how loyalty is formed?. Journal of Service Research, 5(2), 113-124. crossref(new window)

9.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: A Reexamination and extension. Journal of Marketing, 56(3), 55-68.

10.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. crossref(new window)

11.
Cunningham, R. M. (1961). Customer loyalty to store and brand. Harvard Business Review, 39(6), 127-137.

12.
De Ruyter, K., Wetzels, M., & Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), 436-453. crossref(new window)

13.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. crossref(new window)

14.
Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56(1), 6-21. crossref(new window)

15.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.

16.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63, 70-87. crossref(new window)

17.
Gremler, D. D. (1995). The effect of satisfaction, switching costs, and interpersonal bonds on service loyalty (Doctoral dissertation), Arizona State University. Tempe, USA.

18.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis, Upper Saddle River, NJ: Pearson Prentice Hall.

19.
Han, K. (2004). Effects service in beauty has on consumer satisfaction reutilization (Unpublished doctoral dissertation). Kyemyung University, Daegu, Korea.

20.
Hwang, J., Seo, K., & Lee, E. (2011). The role of alternative attractiveness and switching costs on moderating customer satisfaction or customer loyalty in the foodservice industry. Korean Journal of Hotel and Tourism, 20(6), 37-59

21.
Jeon, Y., & Jeon, O. (2007). A Study on men's satisfaction and intention to revisit beauty shop service. Journal of the Korean Society of Clothing and Textiles, 31(5), 826-835, crossref(new window)

22.
Jin, Y. (2010). The Actual uses of barbershops or beauty salons and the influence of the service quality on customer satisfaction and customer loyalty. (Unpublished doctoral dissertation). Seokyeong University, Seoul, Korea.

23.
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(2), 259-274. crossref(new window)

24.
Kang, B. & Cho, C. (2005). Research Methods. Seoul, Korea: Mooyeok-kyeongyeong.

25.
Kim, C. (2002). An Empirical study on the determinants of service loyalty: Focused on hair shops. Journal of Marketing Management, 7(2), 87-115.

26.
Kim, H., Lee, M., Park, S., & Lee, D. (2004) A Qualitative approach to understanding determinants and developing processes of service trust and loyalty. Korea Marketing Review, 19(4), 1-33.

27.
Kim, S. (2003). A Study on the influence of the esthetic salon's service quality upon the repurchase intention (Unpublished doctoral dissertation). Paichai University, Daejeon, Korea.

28.
Kim, S. & Byun, C. (2006). A Study on the effects of switching costs on the customer loyalty. Journal of the Korea Service Management Society, 7(2), 235-255.

29.
Kim, S. & Oh, S. (2002). The Determinants of repurchase intentions in the service Industry: customer value, customer satisfaction, switching costs, and attractiveness of alternatives. Korean Marketing Review, 1(2), 25-55.

30.
Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control, Philip Kotler. Prentice Hall.

31.
Kwahk, K. & Ji, S. (2008). Examining the moderating effect of involvement in the internet purchase decision process. Asia Pacific Journal of Information Systems, 18(2), 15-40.

32.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311. crossref(new window)

33.
Lee, J., Lee, J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of Services Marketing, 15(1), 35-48. crossref(new window)

34.
Lee, M. (1999). A Study on the determinants of service loyalty. Korea Marketing Review, 14(1), 21-45.

35.
Lee, Y. (2008). The Effects of beauty service quality on the marketing outcomes. (Unpublished doctoral dissertation). Seoul University of Venture & Information, Seoul, Korea.

36.
Lee, Y., & Rhee, N. (2008). A Study on the impact of service quality on service loyalty in the beauty service: The mediating roles of relationship quality and switching cost. Fashion & Textile Research Journal, 10(5), 625-635.

37.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.

38.
Oliver, R. L. (1993). A conceptual model of service quality and service satisfaction: compatible goals, different concepts. Advances in Services Marketing and Management, 2(4), 65-85.

39.
Park, J., Lee, S., & Chaiy, S. (1998). The Moderating role of relationship quality in the effect of service satisfaction on repurchase intentions. Journal of Korean Marketing Association, 13(2), 119-139.

40.
Ping, R. A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320-352. crossref(new window)

41.
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11-32. crossref(new window)

42.
Rust, R. T., & Oliver, R. L. (Eds.). (1993). Service quality: New directions in theory and practice. Sage Publications.

43.
Shin, G. (2013). Following Amos 20 package program. Seoul, Korea: Seoul Cheongram Publishing Ltd.

44.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37. crossref(new window)

45.
Yi, Y., & Ahn, J. (2001). Effects of Service Loyalty and Pseudo-Loyalty on Repurchase Intentions. Journal of Consumer Studies, 12(1), 53-74

46.
Yi, Y., & La, S. (2003). The Relative effects of three dimentions of service quality on CS: A comparative study of existing vs. potential customers. Korea Marketing Review, 18(4), 67-97.

47.
Yi, Y., & Lee, C. (2005). Antecedents and consequences of switching costs: The moderating role of service subscription types. Korean Marketing Review, 20(3), 1-28.