Skin beauty salons, an area of the beauty industry, need to establish marketing strategies that dominate competition amid the rapid growth of the industry. The purpose of this study is to present an academic and practical standpoint to help this stra...
Skin beauty salons, an area of the beauty industry, need to establish marketing strategies that dominate competition amid the rapid growth of the industry. The purpose of this study is to present an academic and practical standpoint to help this strategy.
The skin beauty industry market requires various strategies to manage skin beauty salons due to environmental changes such as reckless start-ups, low-priced competition, expansion of self care products, and expansion of the online skin beauty market. This study attempted to propose implications for marketing strategies by investigating the structural causal relationship between service quality perceived by skin salon customers, conversion barriers, and customer loyalty.
This study conducted empirical analysis using a survey method, and a preliminary survey process was preceded to prove the accuracy of the study. This survey was conducted by partially revising and supplementing
the contents for the understanding of the survey respondents and the accuracy of the survey contents.
A preliminary survey was conducted from June 1 to July 1, 2021, and main survey was conducted for five months from August 1 to December 31. In this survey, a total of 400 questionnaires were distributed, and among them, 359 copies were used for empirical analysis, excluding 41 unanswered, unfaithful questionnaires, and uncollected questionnaires.
SPSSWIN 21.0 and AMOS 21.0 programs were used for empirical analysis. After conducting frequency analysis, reliability analysis, descriptive statistical analysis, correlation analysis, and confirmatory factor analysis with the collected data, the research hypothesis was verified using a structural equation model The indirect mediating effect was verified through the bootstrapping procedure. The main results of this study are as follows.
First, the service quality of Hypothesis 1 will have a significant effect on the conversion barrier. This was adopted
Second, the service quality of Hypothesis 2 will have a significant effect on customer loyalty. It was rejected.
Third, the conversion barrier of Hypothesis 3 will have a significant effect on customer loyalty. It was adopted Based on these discussions, the significance of this study is summarized as follows.
First, through previous studies, the need to analyze the structural impact relationship between service quality and conversion barriers, service quality and customer loyalty, and conversion barriers and customer loyalty was identified In particular, it was revealed that it is suitable for measuring and analyzing the impact on service quality factors in skin beauty salons. This fact suggests that the main variables and research model used in this study can be used to structure the relationship between service quality, conversion barriers, and customer loyalty of skin beauty salons in the future. Therefore, it is presented as a theoretical basis for the skin salon marketing strategy.
Second, it was proved that the service quality of the skin salon can affect the customer's conversion barrier and has a positive effect on customer loyalty. This study identified the need for a strategy to use service quality and conversion barriers to strengthen management