[논문]The Effect of Experiential Marketing on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores

Jeon, Hyunjin

doi:10.12940/jfb.2013.17.3.109

The Effect of Experiential Marketing on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores 원문보기

패션비즈니스 = Fashion business, v.17 no.3, 2013년, pp.109 - 121

Jeon, Hyunjin (Dept. of Beauty Art, Honam University)

Abstract ▼ AI-Helper

The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention. The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 18.0 statistics package. The result of this study is summarized as follows. First, the factors forming up the experiential marketing of beauty salon franchise stores have been verified as a total of 5 dimensions to be shown as sense marketing, relation marketing, feel marketing, think marketing and action marketing. Second, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the revisit intention. Third, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the customer satisfaction. Fourth, while the indirect effect of each of experiential marketing and customer satisfaction of beauty salon franchise stores on the revisit intention was independently shown as significant, the indirect effect of experiential marketing by mediating customer satisfaction was not shown as significant.

주제어

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가설 설정

Research Problems 2. Does the Experiential marketing factor have effect on the customer satisfaction?
Research Problems 4. Does the Experiential marketing factor have effect on the revisit intention by mediating customer satisfaction?
Research Problems 1. Does the Experiential marketing factor have effect on the revisit intention?
Research Problems 3. Does the customer satisfaction have effect on the revisit intention?

제안 방법

Also, the situation is that the beauty salons where competition is getting fierce due to recent increase of large scale brand beauty salons are also devoting effort on the experiential marketing activity. Accordingly, this study has attempted to investigate the factors of experiential marketing at beauty salons to clarify what effect they have on customer satisfaction and revisit intention based on the strategic experience module of Schmitt⁶⁾ targeting the customers who have used beauty salon franchise stores.
0 Statistics Package was used for the analysis of gathered data. First, Frequency Analysis has been performed in order to identify the demographic characteristics of the survey candidates. Second, factor analysis (Principal Component Analysis, Varimax) and reliability analysis (Cronbach's ) have been performed in α order to find out each dimension of the experiential marketing.
For the subject of this study, four beauty salon franchise stores located at Gwangju Metropolitan City have been selected to conduct a preliminary survey targeting 100 adults from December 16, 2012 to December 30, 2012. The formal survey was conducted by reorganizing the questionnaire after correcting some questions with low reliability and validity in the preliminary survey. This survey has used 350 copies excluding the ones with incomplete responses by distributing 400 questionnaires on the adults with same conditions from January 3, 2013 to January 30, 2013.
The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention. The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 18.
The significance of this study is at comparing with previous studies by experientially deriving the experiential marketing factors at the beauty salon franchise stores and providing data to be referred to in the follow-up studies. It also suggests the fact of being able to raise customer satisfaction and revisit intention through the marketing strategy of setting up a differentiated strategy according to the experience of customers at the beauty salon franchise stores by clarifying the causal relationship between customer satisfaction and revisit intention according to the experiential marketing factors.

대상 데이터

For the subject of this study, four beauty salon franchise stores located at Gwangju Metropolitan City have been selected to conduct a preliminary survey targeting 100 adults from December 16, 2012 to December 30, 2012. The formal survey was conducted by reorganizing the questionnaire after correcting some questions with low reliability and validity in the preliminary survey.
The purpose of this study was set as clarifying the relative importance of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores while raising the competitiveness of beauty salon service by clarifying the causal relationship between these factors and revisit intention. The data was gathered using questionnaire targeting 350 adults living in Gwangju Metropolitan City and the analysis was performed using the SPSS 18.0 statistics package.
The subjects of this study was set as 350 adults by selecting four beauty salon franchise stores located in Gwangju Metropolitan City and the data for research was gathered by distributing questionnaire from January 3, 2013 to January 30, 2013. The beauty salon distribution of respondents has been identified as 99 people from Park, Seung Cheol (28.
The formal survey was conducted by reorganizing the questionnaire after correcting some questions with low reliability and validity in the preliminary survey. This survey has used 350 copies excluding the ones with incomplete responses by distributing 400 questionnaires on the adults with same conditions from January 3, 2013 to January 30, 2013.

성능/효과

As a whole, the total explanatory power of experiential marketing explaining customer satisfaction was identified as 51% and experiential marketing was shown as having statistically significant (F=70.97, p<.001) static effect (β=.85, t=14.45, p<.001).
As a whole, the total explanatory power of experiential marketing explaining revisit intention was identified as 37% and experiential marketing was shown as having statistically significant (F=39.45, p<.001) static effect (β=.71, t=10.65, p<.001).
First, the factors forming up the experiential marketing of beauty salon franchise stores have been verified as a total of 5 dimensions to be shown as sense marketing, relation marketing, feel marketing, think marketing and action marketing.
Five dimensions with unique value of 1 or higher have been derived while the reliability coefficient of each factor (Cronbach's α) was shown as .85, .83, .85, .84 and .80, respectively, to secure internal consistency and the total explanatory power of explaining experiential marketing by each factor was shown as 61.64 %.
Fourth, while the indirect effect of each of experiential marketing and customer satisfaction of beauty salon franchise stores on the revisit intention was independently shown as significant, the indirect effect of experiential marketing by mediating customer satisfaction was not shown as significant.
The result of performing multiple regression analysis using experiential marketing as independent variable and customer satisfaction as dependent variable to identify whether the experiential marketing at beauty salon franchise stores have effect on customer satisfaction was shown as [Table 3].
The result of performing multiple regression analysis using experiential marketing as independent variable and revisit intention as dependent variable to identify whether the experiential marketing at beauty salon franchise stores have effect on revisit intention was shown as [Table 2].
Third, the experiential marketing of beauty salon franchise stores was shown has having statistical significant effect on the customer satisfaction.
Through the results above, the fact that each of experiential marketing and customer satisfaction of beauty salon franchise stores is a variable having significant effect on their revisit intention of beauty salons has been proven while the fact that the experience of customers is greater in terms of revisit has been verified.

후속연구

However, there are limitations in generalizing this result from the fact that this study has targeted only the beauty salon franchise stores extracted from one area out of convenience. Therefore, it seems that a more wide ranged information can be provided if a comparative study is performed by including the beauty salon franchise stores of various regions in the follow-up studies. Also, while this study has measured by selecting only beauty salon franchise stores, the understanding on beauty salon consumers can be broadened if also compared with regular beauty salons.

참고문헌 (28)

Park Jeonghei(2011), "The Case Study of Experience Marketing for Brand Strategy", The Society of Korea Illusart, 14(3), pp.69-76.
Shin Hyunsin, Lee Hang(2011), "The Effect of Experiential Marketing on Brand Attitude and Relationship Quality in Flagship Store", Journal of the Korean Society of Design Culture, 17(2), pp.294-307.
Lee Jinyong(2003), "A Critical Review of Some Experiential Approaches in Marketing and Their Applicability", Asia Marketing Journal, 5(2), pp.19-48.
B. H. Schmitt(1999), "Experiential Marketing", Journal of Marketing Management, 15, pp.53-67.

상세보기
B. H. Schmitt(2002), Experiential Marketing, London and Philadelphia. pp.25-32.
Lee Jinyong(2003), "A Critical Review of Some Experiential Approaches in Marketing and Their Applicability", Asia Marketing Journal, 5(2), pp.294-307.
Kim Woosung, Huh Eunjeong(2007), "A Study of the Core Characteristics and Contribution of Consumer Experiential Marketing", Korean Living Science Association, 16(1), pp.89-101.

원문보기 상세보기
Chang Daeryun(2006), "The Myths and Realities of Experiential Marketing", Asia Marketing Journal, 8(2), pp.93-99.
Lee Eunsoo, Joung Wonhee(2003), "The Effect of Service Emotional Experience of on Relational Performance in the Family Restaurant", Korean Journal of Culinary Research, 9(3), pp.197-211.
Lee Hyungjoo, Suh Jiyeon(2012), "The Effect of Experience in Coffee Shop on Brand Attitude Brand Attachment and Brand Loyalty", Journal of Food service Management Society of Korea, 15(4), pp.105-128.
Cho Ahra(2009), "Study on the Design of the Commercial Areas Applying Experience Marketing -Focalizing on the Flagship Store of A Brand-", The Graduate School of Ewha Womans University, pp.4-5.
kim Jungwoo(2009), "The research regarding the effect of In-store Experience on Brand Attitude and Purchase Intention Study - Themed Sports Brand flagship store-", Graduate School of Design Kookmin University, pp.52-59.
Ahn Hyoju(2002), "A Study on the Effect of Service Quality of Japanese Restaurant on Customer's Loyalty", The Graduate School of Service Business Administration, pp.32-33.
Lee Jin, Park Hunjin, Won Cholshik(2012), "Effects of Customer's Menu Selections Considerations in Japanese Restaurant on Customer Satisfaction and Revisit Intention": Based on Exclusive Japanese style Restaurants in Busan, Journal of Hospitality and Tourism Studies, 14(3), pp.226-239.
Lee Sungsoo(2003), "Influences of Increasing of Customer-Service Provider Relationship Commitment, Korean Journal of Consumer and Advertising Psychology, 4(1), pp.59-78.
Yi Youjai, Lee Cheonglim(2006), "The Effects of Customer Satisfaction on Firms Profitability and Value", Korea Marketing Review, 21(2), pp.85-113.
Cho Sunggil, Kim Haeryong, Cho Chunbong(2010), "A Study on the Physical environments affecting, the customer satisfaction, and the business results of resort hotels", Korea Hotel Resort Association, 9(1), pp.43-58.
Jeong Heeyoung(2012), "An Effect of Beauty Shop's Service Quality on Customer Satisfaction and Word of Mouth Communication - Focused on Female College Students in Daegu ? Gyeonbguk Areas -", Journal of the korean society of cosmetology, 18(2), pp.446-451.
Son Eunjung, Choi Jeonggil, Hwang Soonae, Li Hongbin(2011), "A Study on the Reward Programs for Unsatisfied Hotel Guests and Its Impact on Service Satisfaction, Trust, and Revisiting Intentions", Korean Academic Society of Hotel Administration, 20(2), pp.137-155.
Lee Jongeun(2007), "A Study on the Influence of Service Quality on Customer Satisfaction and Revisit Intention in the Coffee Service Industry", Graduate School of Hanyang University, pp.52-53.
M. J. Bitner(1992), "Service scapes: The Impact of Physical Surroundings on Customers and Employees", Journal of Marketing, 56(2), pp.57-71.

상세보기
Yi Youjae, Kim Woochul(1998), "The Influence of Physical Environment on Service Quality Perception: A Comparative Study", Korea Marketing Review, 13(1), pp.61-86.
Jin Yongmi(2010), "The Actual Uses of Barbershops or Beauty Salons and the Influence of the Service Quality on Customer Satisfaction and Customer Loyalty", The Graduate School of Seokyeong University, pp.43-46.
Choi Byungsook, Kim Hyeran, Im Eunjin(2011), "An Effect of Beauty Service Quality on Customer Satisfaction and Intention for Revisit", Journal of the korean society of cosmetology, 17(2), pp.279-285.
Huh Jooyeun(2006), "The Impacts of In-Store Experience on the Emotional Reaction, Store Attitude, Brand Attitude and Purchase Intention of Customers", Graduate School of Ewha Womans University, pp.58-59.
Chung Suyeon(2007), "The effect of experiential marketing on brand attitude and brand loyalty in family restaurants", Graduate School of Ewha Womans University, pp. 73-74.
Hwang Jinsook, Lee Jeongmin(2011), "The Effect which Cosmetic Brand Shop Experience Marketing Makes on Brand Satisfaction, Attachment and Loyalty", Journal of the korean society of cosmetology, 17(6), pp.1086-1096.
Lee Jinyong(2003), "A Critical Review of Some Experiential Approaches in Marketing and Their Applicability", Asia Marketing Journal, 5(2), pp.294-307.

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