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KMID : 1002520130070030045
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Korean Journal of Health Service Management
2013 Volume.7 No. 3 p.45 ~ p.55
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The Effects of Relationship Marketing Factors and Relationship Quality on Relationship Performance in Cosmetics Industry
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Kim Eun-Suk
Cho Kyoung-Won
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Abstract
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Cosmetic products are high value-added ones, and characterized by short life-cycles and income elasticity. Since most cosmetic products are procured through consults with salespersons, it is necessary to have detailed knowledge about basic cosmetics. In this paper, a possible relationship marketing strategy is suggested using the results of examining the effects of relationship marketing factors and relationship quality in cosmetics industry. The findings of this research can be summarized as follows. In order to examine the effects of relationship marketing factors and relationship quality on satisfaction which is a relationship performance, and the willingness to procure it again, this paper executed multiple regression analysis. The typical findings of this paper are as follows. The higher the specialty is, the better the brand image is, the higher customization and trust with customer are, the higher satisfaction and willingness to buy it again get. The analysis of relative influences of sub-factors revealed that trust was the strongest factor. In this paper, by revealing the effects of relationship marketing factors and relationship quality on relationship performance, empirically suggested the results which show the same findings as those of previous researches. This result can be a method to establish systematic education systems in places selling basic cosmetic products and in cosmetics companies.
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KEYWORD
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Relationship Marketing, Relationship Quality, Relationship Performance, Cosmetics Industry
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