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KMID : 1145120210190030343
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Asian Journal of Beauty and Cosmetology
2021 Volume.19 No. 3 p.343 ~ p.354
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Mediating Effect of Perceived Value on the Relationship between Brand Image and Customer Loyalty of Hair Salon
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Abstract
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Purpose : This study emphasizes brand image and perceived value by examining and identifying the mediating effect of the relationship between hair salons’ brand images, perceived value, and customer loyalty. It aims to enhance the competitiveness of hair salon brands by providing the basic data necessary for the development and improvement of sales in professional hair salons.
Methods : This study performed frequency analysis, reliability analysis, factor analysis, regression analysis, and mediation regression analysis, using SPSS 22.0 for 534 copies of data collected through questionnaires for adult men and women using hair salons.
Results : The study results show that brand image significantly affected the perceived value and customer loyalty. Additionally, the perceived value significantly affected customer loyalty and partially mediated the relationship between brand image and customer loyalty.
Conclusion : It is necessary to market factors with positive brand image effects for a hair salon, and customers should feel satisfied and unburdened. Additionally, to increase the salon’s value, suitable unit prices for technology and services should be set instead of higher unit prices.
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KEYWORD
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Hair, Salon, Brand image, Perceived value, Customer loyalty
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