본 연구는 관계마케팅이 교육서비스 품질과 학습자의 관계몰입에 미치는 영향을 알아보고, 미 용학원 경영전략 수립을 위한 기초 자료 제공 및 미용학원 교육산업 성장과 활성화에 도움이 되고자 연구 를 진행하였다. 이를 위해 영남지역의 미용학원 학습자를 대상으로 설문조사를 실시하여 최종 503부를 분 석하여 사용하였다. 연구 결과는 다음과 같다. 일반적 특성에 따른 관계마케팅, 교육서비스 품질, 학습자 관계몰입에서는 각 요인에 따라 차이가 나타났다. 둘째, 관계마케팅이 교육서비스 품질에 유의한 영향을 미치는 것으로 나타났다. 셋째, 관계마케팅이 학습자 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 넷째, 교육서비스 품질이 학습자 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 본 연구 결과는 미용 학원이 경영전략을 수립하고 미용학원 산업의 성장을 도모하는데 필요한 기초 자료로 활용될 수 있을 것으 로 기대된다.

Few species on this planet partake in sex for recreational purposes and humans are one of them. What is noteworthy is that humans are the only species with the capability to develop advanced technologies to satiate the need for recreational sex. At present, there are massive advances in technologies in robotics that would suggest that it will not be long before sex work will be robotised. This large jump in technological capabilities brings up ethical, legal, and practical issues with regards to the commercialization of sex, something previously explored by some scholars (See, for example; Döring, Mohseni & Walter,2020; Mackenzie, 2016; Makenzie, 2018; Klein & Lin, 2018). There is a growing literature that deals with how sex robots will be incorporated into the tourism and hospitality industries (see, for example; Yeoman & Mars, 2012). As sex robots become increasingly sophisticated, the ethics, social debate, and practicalities of their incorporation into society will have to be thought through, especially as their impact will not be gender neutral. While the historical roots of the modern mechanization of sex were gynocentric, the current technological innovations are largely aimed at a male consumer. In this research, the authors discuss the state of the art in sex robots, the practical aspects of the incorporation of sex robots into the field of hospitality and tourism, and the impact that such a technological jump will have upon sex tourism and its contribution to the sustainable development of destinations with a transformation of sex tourism into a new paradigm. The authors will conclude explaining the ways in which this technological innovation will impact upon males and females and the interactions between the genders, transforming human connections and hospitality. This research will be the first to discuss how the digital aspects of the new generation of sex robots will impact upon the marketing of automated sex services, since the intimate nature of the supply of services will require marketing finesse unlike other more openly disseminated hospitality services.

A bibliometric analysis, spanning five decades of knowledge is employed with the aim of: (i) assessing core intellectual knowledge of international services research; (ii) examining the contribution of international services marketing to broader research disciplines; and, (iii) estimating forecasting trends for the most promising international services research directions.

The purpose of this study is to identify the relationship between experience marketing using makeup services and theme park users’ satisfaction, loyalty, and revisit intention. This is because it can identify the usefulness of makeup services and provide implications for effective field marketing strategies. In order to achieve the purpose, 668 users of the theme park were surveyed after convenience screening as research participants. The main theme was the makeup service for visitors to Lotte world, Everland, and Hapcheon Ghost theme park. this study reviewed previous studies and applied them to the makeup service. Based on this, the research model and the hypothesis were established, and as part of the empirical research, the hypothesis was verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The summary of the research results based on empirical analysis is as follows. First, as a result of analyzing experience marketing using makeup services has a positive impact on the satisfaction of customers using theme parks. Second, experience marketing using makeup services has a positive effect on customer loyalty. Third, experience marketing using makeup services has a positive effect on intention to return. Fourth, satisfaction and loyalty were found to affect the intention to return. Based on this research, we hope that the makeup service as experiential marketing can be effectively applied in various fields, and that the research can be used as basic data to make the makeup service into the representative cultural contents marketing.

The article empirically examines the practice of internal marketing based on a case study of an advertising agency. To this end, explaining the significance of internal marketing for the success of external marketing and the concept of internal marketing, the article reports research findings which link theory and practice.

Co-production is defined as customer participation in production activities that generate a result to be consumed (Etgar, 2008). Previous research has shown the positive effects of co-production, such as satisfaction, perceived control, and perceived quality (Chan, Yim, & Lam, 2010; Golder, Mitra, & Moorman, 2012; Hunt, Oneto, & Varca, 2012). However, knowledge about the potential negative consequences from co-production is scarce. Despite the importance of the role of causal locus in the generation of unsatisfactory results, to date, this subject has not been properly studied. Considering that co-production is increasingly common in contemporary consumption contexts, this paper aims to broaden knowledge about unsatisfactory results from co-production. Based on two experimental studies, we analyze the role of the causal locus of failures on customer regret and disappointment, taking into consideration the self-serving bias. The results show that a consumption situation with an unsatisfactory regret tends to be higher when the consumer takes the blame than when the causal locus is attributed to the company. When the causal locus is uncertain, regret is higher than disappointment and higher than the regret experienced when the company or the service employee is blamed. Because regret is associated with internal causal attribution, these results contradict the self-serving bias literature, which affirms that people are more likely to make external than internal attributions for failures (Mezulis, Abramson, Hyde, & Hankin, 2004; Weiner, 2010). The internal failure attribution converges with the idea that consumer participation in production implies more responsibility over the result (Bitner, Faranda, Hubbert, & Zeithaml, 1997; Prahalad & Ramaswamy, 2004).When the causal locus is attributed to the company or to the service employee, disappointment towards the company tends to be higher than in the other conditions and higher than regret. Study 2 tested whether consumers who co-produce would take responsibility for a failure and blame themselves in situations where the causal locus was undetermined. The results once again contradicted the self-serving bias literature in a scenario with co-production. Consumers who co-produced experienced more regret and less disappointment towards the company, and they blamed themselves more intensely than the consumers who did not co-produce. Therefore, the consumers who co-produce take more responsibility for dissatisfying results and, consequently, regret their actions to a higher degree than those consumers who do not co-produce. These results show that even when co-production fails to generate a satisfying result for the consumer, it may be positive for the company because it provides a context in which both the consumer and the company may be responsible for the failure. When the company is blamed, consumers experience less regret and more disappointment towards the company than when the consumer is the one to blame. But when the consumer is blamed or the causal locus is uncertain, situations that are both possible in a co-production context, then consumers experience more regret and less disappointment towards the company.