Effect of Cosmetics Store Relational Benefits on Affective Commitment and Long-term Relationships

Abstract

Purpose: This study analyzes the mediating effect of affective commitment in the relationship between long-term relationship orientation and customers perceived relational benefits highlight the importance of positive relationships with customers in cosmetic stores, and how relational benefits improve the affective commitment and long-term relationship orientation.Methods: This study conducted a survey of 300 customers who visited cosmetics stores in Seoul and the metropolitan area from November 16 to December 31, 2021, and used 297 copies as the final analysis data; three that could not be used as samples were excluded. Frequency, factor, reliability, and three-stage mediated multi-regression analyses were conducted using SPSS Ver.21.0 as an analysis method.Results: The results found the following: First, the perceived relational benefits of customers visiting cosmetics stores have a positive impact on affective commitment, and long-term relationship orientation to maintain long-term relationships with stores that have visited. Second, affective commitment in relationships with relational benefits and long-term relationship orientation was shown to have a partial mediating effect.Conclusion: Customers who experience and perceive service benefits and homogeneity experience an emotional commitment that to revisit. Such an experience is believed to create long-term and positive bonds with customers to achieve efficient management performance.