KOREASCHOLAR

관계혜택과 커뮤니케이션이 관계의 질과 장기지향성에 미치는 영향 - 미용서비스 점포를 중심으로 - The effects of relationship benefits and communication on relationship quality and long-term orientation - Focused on beauty service stores -

김성은, 정명선
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/305132
복식문화연구 (服飾文化硏究)
제23권 제3호 (2015.06)
pp.484-497
복식문화학회 (The Costume Culture Association)
초록

The purpose of this study was to examine the effect that relation-building factors between beauty service stores and customers have on relationship quality and long-term orientation. Specifically, the influence of relation formation factors (relationship benefits and communication) on relationship quality (satisfaction and trust) and long-term orientation was empirically examined. This research was conducted through a questionnaire survey, and 402 adults were targeted from Jan. 6 to Jan. 16 in 2014. The results were as follows. First, the relationship benefits of beauty service stores were classified into four dimensions of psychological, social, economic, and informational benefits. It was found that only the dimension of psychological benefits had a significant influence on long-term orientation among the relationship benefits dimensions. Second, it was found that the psychological benefits of beauty service stores had positive effect on relationship quality (satisfaction and trust). It was shown that informational benefits had a significant influence on satisfaction only. Third, it appeared that communication had a positive effect on long-term orientation. Fourth, it was found that communication had a significant influence on relationship quality(satisfaction and trust). Finally, it was shown that relationship quality (satisfaction and trust) had positive effect on long-term orientation. The implications of the research and direction for future study were discussed.

저자
  • 김성은(전남대학교 의류학과 / 전남대학교 생활과학연구소) | Sungeun Kim
  • 정명선(전남대학교 의류학과 / 전남대학교 생활과학연구소) | Myungsun Chung Corresponding author