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        뷰티샵의 감성마케팅 오감요소가 관계혜택에 미치는 영향

        고연림 한국미용예술경영학회 2019 미용예술경영연구 Vol.13 No.3

        This study aimed to provide the basic data for marketing by understanding the actual condition and trend of beauty shop regarding the effects of five-sense elements of emotional marketing of beauty shop on the relational benefits, and analyzing the factors in accordance with the five-sense elements of emotional marketing of beauty shop. This study conducted a survey targeting the customers managed by W beauty shop program for three months or more in Seoul, Gyeonggi, Gwangju, Daejeon, and Cheongju from April 1st 2019 to April 14th 2019, and total 402 questionnaires were used for the final analysis. The data analysis is composed of Cronbach 's alpha, multiple regression analysis, exploratory factor analysis, and Duncan test. First, in the effects of five-sense elements of emotional marketing of beauty shop on the economic benefit, when the gustatory, olfactory, tactile, and visual elements are higher, the economic benefit for customers gets higher. Second, in the effects of five-sense elements of emotional marketing of beauty shop on the social benefit, when the visual, olfactory, gustatory, and tactile elements are higher, the social benefit for customers gets higher. Third, in the effects of five-sense elements of emotional marketing of beauty shop on the psychological benefit, when the olfactory and tactile elements are higher, the psychological benefit for customers gets higher. Fourth, in the effects of five-sense elements of emotional marketing of beauty shop on the special treatment benefit, when the visual, olfactory, and tactile elements are higher, the special treatment benefit for customers gets higher. Fifth, in the effects of five-sense elements of emotional marketing of beauty shop on the informational benefit, when the gustatory, visual, and olfactory elements are higher, the informational benefit for customers gets higher. Like this, this study analyzed the effects of five-sense elements of emotional marketing of beauty shop on the relational benefits. If the customers’ needs could be understood by more concretely understanding the effects of five-sense elements of emotional marketing on those five relational benefits, it is predicted to bring about positive effects on the development of beauty shop industry, and also to be used as the basic data for establishing the emotional marketing strategies for beauty shop that could be beneficial to society.

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