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KMID : 1145120160140040389
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Asian Journal of Beauty and Cosmetology
2016 Volume.14 No. 4 p.389 ~ p.398
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Effects of Service Factors and Relationship Quality on Customer’s Behavior Intention in Skin-care Shop
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Kim Min-Joung
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Abstract
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Purpose: This study aims to examine the effects of service factors and relationship quality on customer behavior.
Methods: To analyze the data, the statistical package, SPSS Ver. 24, was used. After a frequency analysis, Cronbach’s α was used to verify validity and reliability on a selective variable. A principal component and Varimax were used for factor analysis. In addition, multiple linear regression analysis was performed to inspect the impact among variables.
Results: The results showed that service factors influenced relationship quality. In particular, corporality in service factors had a crucial impact on relationship quality. A customer’s intention to revisit was positively influenced by specialization, market price, and customer orientation, while word-of-mouth intention was influenced by specialization, market price, and corporality. Customer immersion in relationship quality also affected revisit intention and customer satisfaction positively affected word-of-mouth intention, showing that customer behavior was positively influenced by service factors and relationship quality. Revisit intention was influenced by service factors and word-or-mouth intension was positively influenced by service factors and relationship quality.
Conclusion: The results showed that skin-care shops have a great interest increasing revisits by existing customers through specialization, improvement of service quality, satisfaction, and immersion, as well as through material conditions such as a comfortable environment, friendly staff, and more service space.
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KEYWORD
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Customer behavior intention, Customer satisfaction, Customer immersion, Relationship quality, Word-of-mouth intention
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