Earticle

초록

영어

This study attempted to empirically analyze the effect of service marketing mix on customer citizenship behavior to enhance customer relationships and business performance through service marketing in the face of a long-term recession in the service industry. To this end, 158 valid questionnaires were collected by conducting a survey from June 10, 2025 to August 3 on customers using beauty salons located in Gyeongnam. The results of regression analysis of the collected data using SPSSWIN26 are as follows. It was found that among the sub-factors of service marketing mix, product, worker, and price factors had a significant effect on customer citizenship behavior. On the other hand, physical factors, such as place or physical evidence, were analyzed to have no significant effect on customer citizenship behavior. Therefore, beauty service providers can strategically induce customer citizenship behavior through service product differentiation, service quality improvement of workers, and customer-friendly price design, which is expected to have a positive ripple effect on long-term customer relationship reinforcement and customer loyalty improvement, ultimately improving the management performance of the hair beauty industry.

중국어

本研究以服务产业中与顾客互动最为密切的美发美容行业为对象实证分析了服务营 销组合对顾客公民行为产生的影响研究结果显示服务营销组合的子因素中服务产品 从业人员价格因素对顾客公民行为具有显著影响相反场所有形展示等物理环境因素 对顾客公民行为未表现出显著影响因此美容服务经营者可通过服务产品差异化从业人 员服务质量提升顾客友好型定价策略战略性地引导顾客公民行为这将对长期顾客关系 的强化与顾客忠诚度提升产生积极作用最终有望改善美发美容行业的整体经营绩效

목차

Abstract
I. 서론
II. 이론적 배경
1. 서비스마케팅믹스
2. 고객시민행동
III. 연구방법
1. 연구모형과 가설설정
2. 자료수집과 분석방법
IV. 연구결과 및 고찰
1. 표본의 특성
2. 타당도와 신뢰도분석
3. 변수의 기술통계량
4. 인구통계적 특성에 따른 고객시민행동의 차이분석
5. 가설의 검정
V. 결론
참고문헌
中文摘要

키워드

저자

• 박은진 [ Eun-Jin Park | 창신대학교 미용예술학과 박사과정 ]
• 박선이 [ Sun-yi Park | 창신대학교 미용예술학과 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646