Earticle

초록

영어

Recently customers’ desire become diversified while a heavy competition prevailed among franchise stores and general stores in the hair service market. Accordingly keeping and managing existing customers is fairly important and most efficient way from the customer relationship marketing perspective. This study scrutinizes the effects of customers’ perception of relationship benefit and fairness on a long- term relationship orientation via satisfaction and trust for hair service stores. In this regard, this study also aims to witness the difference between franchise stores and general stores. The on-line survey is conveyed with 300 respondents aged between 10 and 60 and the collected data was used for the analysis. The analysis results showed that there is statistical difference in relationship benefit perception but in fairness perception between franchise stores and general stores. Also, the relationship benefit and fairness statistically affect the satisfaction and trust which also statistically affects the long- term relationship orientation. However, the model fit of franchise stores is stronger than that of general stores. The result of this study will strengthen the theoretical background of relationship marketing and provide some valuable insights of marketing strategy for hair service stores.

목차

Ⅰ. 서론
 Ⅱ. 연구의 배경
 Ⅲ. 연구방법 및 절차
 Ⅳ. 분석결과
 Ⅴ. 결론
 참고문헌
 

키워드

저자

• 신봉섭 [ Bong-Sup Shin | 경희사이버대학교 글로벌경영학과 조교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국창업학회지 [Journal of the Korean Entrepreneurship Socieity]

• 간기

  격월간

• pISSN

  2092-8068

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658