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서비스 판매원의 커뮤니케이션 스타일이 고객 재방문 의도에 미치는 영향에 관한 연구
윤해심 ( Hae-sim Yoon ),양석준 ( Suk-joon Yang ) 한국미용학회 2017 한국미용학회지 Vol.23 No.1
This study aims to provide academic data for the effective communication of nail art service providers by analyzing the effect of the nail art service employees` communication style on trust, relationship commitment and revisit intention of customers. The communication style was classified into five types such as professional type, control type, trust type, cooperative type, and reflective type, and through examining the parameters such as trust and relationship commitment, the effect of communication style on the revisit intention was investigated. As the results of the study, it was indicated that the professional type communication, of five types, does not affect the relationship of trust and relationship commitment, and the control type communication has a negative effect on trust. It was also indicated that the communications of trust type, cooperative type and reflective type directly or indirectly affect on trust and relationship commitment, both of which affect on the revisit intention of customers. The implication of this study is to have summarized the context regarding the communication style that has been being discussed in various ways to five types. Finally, in view of practical significance, this study examined the validity and reliability of these types, expanded the research on the communication style to the nail art service industry, and prepared guidelines for nail art service employees to provide more effective services by clarifying which communication types are important in the nail art industry.
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특별대우 혜택이 뷰티서비스 점포와 고객과의 관계에 미치는 영향 : 경제적 혜택과 고객화 혜택의 이중경로 비교
윤해심 ( Hae-sim Yoon ),윤남희 ( Namhee Yoon ) 한국미용학회 2017 한국미용학회지 Vol.23 No.5
Beauty service stores offer the special treatment benefits to their loyal customers competitively. This study aims to investigate the effect of customer service benefits on the customer relationship with beauty service store. The economic benefit and customization benefit- would be related to the different type of the customer-store relationships. This study focuses on the dual path effects of economic benefit-transactional relationship and customization benefit-communal relationship. To test the hypothesis, empirical research was conducted. Two stimuli were manipulated and the subjects were randomly allocated on online experimental survey. A total of 231 samples were analyzed. The result showed that the economic benefits had the higher effect on the transactional relationship than on the communal relationship. And the customization benefits also affected the transactional and communal relationships, and the higher effect on communal relationship was found. In addition, the tied relationship had more influential effect on the intention to maintain the relationship. The results imply that the strong tied relationship among beauty service store and customers is important for the services outcomes, and the communal relationship with their customers was effectively formed by the customized benefit offerings.
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