Earticle

초록

영어

This study is performed to raise the question of the absence of studies that could provide directions regarding the rapidly growing market for medical beauty services in China and its systematic marketing activities of medical beauty service institutions through the relationship marketing activities of Chinese medical beauty service institutions. This study was conducted to examine the direct and indirect influences of relationship marketing activities, quality of relationship and intention of selection behavior among visitors to six medical beauty service institutions in Shanghai and Zhengzhou, China, and the moderating effects of medical beauty service quality in these relationship contexts, thereby drawing implications for revitalizing Chinese medical beauty service and attracting customers' continuous intention to visit, or utilizing awareness and behavior patterns of medical beauty service. As a result of the study, it was found that the relationship marketing activities of Chinese medical and beauty service institutions had a significant effect on the quality of the relationship and the selection behavioral intention. In addition, it was verified that the quality of the relationship mediates the relationship marketing activity and the selection behavior intention, and that the quality of medical beauty service plays a moderating role in the relationship among the relationship marketing activity, the relationship quality and the selection behavior intention. These research results show that Chinese medical and beauty service institutions increase the quality of relationship and intention to selection behavior through relationship marketing activities for visiting customers, as well as the professional implementation of medical staff, faithful implementation of services and alternative services in case of problems. It means that they are satisfied with medical beauty services. Another result found from the study is that the medical facilities and equipment construction, convenient facilities, medical environment comfort and relaxation space, medical staff friendliness, immediate response to customer needs, sufficient explanation of the service process, medical staff authenticity and other factors have a positive influence on relationship marketing. Through systematic analysis and utilization of the regulatory role for factors, it suggests the possibility of utilizing relationship marketing to maintain the relationship with customers and improve management performance.

목차

Abstract
1. 序论
2. 理论背景与文献考察
2.1 关系营销
2.2 关系质量
2.3 选择行动意向
2.4 医疗美容服务质量
3. 研究模型与假设
3.1 研究模型
3.2 研究假设
4. 研究方法与实证分析
4.1 变量测量
4.2 调查方法和标本属性
4.3 可靠性及可行性验证
4.4 假设检验
5. 结论
参考文献

키워드

저자

• 刘国杰 [ 류국걸 | 东明大学校 经营学科 ]
• 南相珉 [ 남상민 | 东明大学校 流通经营学科 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951