헤어살롱의 감각마케팅이 살롱선택속성과 고객만족에 미치는 영향

• Published in: 한국미용학회지 Vol. 27; no. 3; pp. 560 - 568
• Main Authors: 김아름, Ah Reum Kim, 조현진, Hyeon Jin Jo, 전근옥, Geun Ok Jeon, 박은준, Eun Jun Park
• Format: Journal Article
• Language: Korean
• Published: 한국미용학회 30.06.2021
• Subjects: Customer satisfaction; Recommend purpose; Revisit purpose; Selection factors; Sensory marketing; 미용
• ISSN: 1229-4349

The purpose of this study is to find out the importance of marketing that stimulates consumers' five senses and to further study the factors that consumers choose salons to help them find a developmental direction to enhance customer satisfaction. As for the subject of this study, a total of 350 questionnaires were distributed, and 323 of them were retrieved and statistical data was obtained with 312 valid questionnaires. SPSS 22.0 was used to analyze the collected data. Analytical analysis was carried out on the data in the form of frequency analysis, factor analysis, reliability analysis, and regression analysis. As a result, first, The tactile, palate, auditory, and visual areas, excluding olfactory areas, which are sub-factors of sensory marketing, were found to partially affect saloon selectivity (brand, internal and external attributes). Second, Sensory marketing also partially affected customer satisfaction, recommendation, and revisitability, of which auditory areas affected all factors. Through this study, the importance of sensory marketing and marketing strategy that increases positive customer response will be helpful.