Earticle

초록

영어

This study aimed to analyze group differences and linear and nonlinear relationships in potential churn risk and relationship continuance intention according to complaint behavior tendencies among hair salon customers. An online and on-site survey was conducted among 257 consumers who had used hair salon services within the previous six months. Data were analyzed using exploratory factor analysis, reliability analysis, one-way ANOVA with Scheffé’s post hoc test, correlation analysis, and regression analysis. First, the medium- and high-level complaint behavior groups showed significantly higher potential churn risk than the low-level group. Second, relationship continuance intention differed significantly among groups, but post hoc analysis found no specific differences, partially supporting the hypothesis. Third, complaint behavior tendencies positively affected potential churn risk, explaining 11.7% of the variance. Fourth, no linear effect on relationship continuance intention was found, while an exploratory analysis suggested a U-shaped relationship, with intention decreasing at moderate complaint levels. Finally, potential churn risk showed a significant negative correlation with relationship continuance intention. These findings suggest that complaint behavior tendencies may help identify churn risk and inform retention and recovery strategies for hair salons.

중국어

本研究分析美发服务消费顾客的抱怨行为倾向探究其与潜在流失风险关系持续意 向的组间差异以及线性‑非线性关系本研究以近6个月内有美发服务消费经历的消费者为对 象于2026年4月15日至5月31日开展线上及现场问卷调查共得到257份有效问卷用于分析 运用SPSS Statistics 27.0软件执行探索性因子分析信度分析单因素方差分析Scheffé 事后检验相关分析与回归分析分析结果显示抱怨行为倾向中等组高分组的潜在流失 风险显著高于低分组关系持续意向整体组间差异具备统计学意义但事后检验未能识别出 具体组别之间的差异相关假设得到部分支持抱怨行为倾向对潜在流失风险存在显著正向 (+)影响模型解释力为11.7%抱怨行为倾向对关系持续意向的线性效应不显著但探索性 追加分析提示当抱怨行为倾向处于中等水平时关系持续意向相对降低存在U型关系的 可能性另外潜在流失风险与关系持续意向呈现显著负(‑)相关上述结果表明抱怨行为 倾向可作为识别顾客潜在流失可能性的预警指标之一

목차

Abstract
I. 서론
II. 이론적 배경
1. 헤어미용서비스와 고객 불평행동의 변화
2. 잠재적 이탈위험과 비표출형 관계 단절
3. 서비스 회복과 관계지속의도
4. 불평행동 성향과 잠재적 이탈위험 및 관계지속의도
III. 연구가설 및 연구방법
1. 연구모형 및 연구가설
2. 연구대상 및 자료수집
3. 변수의 조작적 정의 및 측정도구
4. 분석방법
IV. 연구 결과 및 고찰
1. 연구대상자의 일반적 특성
2. 측정도구의 타당성 및 신뢰도 검증
3. 주요 변수의 기술통계
4. 불평행동 성향 수준에 따른 잠재적 이탈위험과 관계 지속의도의 차이
5. 주요 변수 간 상관관계
6. 불평행동 성향이 잠재적 이탈위험과 관계지속 의도에 미치는 영향
7. 연구가설 검증 결과
V. 결론
참고문헌
中文摘要

키워드

저자

• 박채연 [ Chae-Yeon Park | 미즈 헤어 대표원장, 대구대학교 일반대학원 디자인학석사(뷰티디자인) ] 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