Earticle

초록

영어

Cosmetic products are high value-added ones, and characterized by short life-cycles and income elasticity. Since most cosmetic products are procured through consults with salespersons, it is necessary to have detailed knowledge about basic cosmetics. In this paper, a possible relationship marketing strategy is suggested using the results of examining the effects of relationship marketing factors and relationship quality in cosmetics industry. The findings of this research can be summarized as follows. In order to examine the effects of relationship marketing factors and relationship quality on satisfaction which is a relationship performance, and the willingness to procure it again, this paper executed multiple regression analysis. The typical findings of this paper are as follows. The higher the specialty is, the better the brand image is, the higher customization and trust with customer are, the higher satisfaction and willingness to buy it again get. The analysis of relative influences of sub-factors revealed that trust was the strongest factor. In this paper, by revealing the effects of relationship marketing factors and relationship quality on relationship performance, empirically suggested the results which show the same findings as those of previous researches. This result can be a method to establish systematic education systems in places selling basic cosmetic products and in cosmetics companies.

목차

 I. 서론
 Ⅱ. 연구방법
  1. 연구변수의 조작적 정의
  2. 설문도구
  3. 분석설계방법
 Ⅲ. 연구결과
  1. 대상자 특성
  2. 인구사회학적 특성에 따른 관계마케팅, 관계품질, 관계성과
  3. 관계마케팅요인과 관계품질이 관계성과에 미치는 영향
 Ⅳ. 논의 및 제언
 REFERENCES

키워드

저자

• 김은숙 [ Eun-Suk Kim | 고신대학교 대학원 보건과학과 ]
• 조경원 [ Kyoung-Won Cho | 고신대학교 의료경영학과 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  보건의료산업학회지 [The Korean Journal of Health Service Management]

• 간기

  계간

• pISSN

  2093-5986

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 517 DDC 613