The Effect of Relationship Benefits on Relationship Commitment and Customer Loyalty in the Beauty Service Industry

Abstract

Purpose: This study examines the impact of relationship benefits on relationship solidification and loyalty of customer who frequent stores offering beauty services. It also highlights the importance of establishing a positive relationship with customers at the site where beauty services are provided.Methods: The SPSS Ver. 22.0 program was used to conduct frequency, factor, reliability, and regression analyses. From March 6 to April 1, 2023, 240 customers who visited stores offering beauty services in Seoul and the metropolitan area were surveyed, and 232 copies were used as final analysis data, excluding eight copies that could not be used as samples,Results: First, relationship benefits have a positive effect on relationship cohesion. In particular, information benefits have the greatest influence cohesion, followed by trust benefits and special treatment benefits. Furthermore, relationship benefits have a positive effect on customer loyalty, and among them, trust benefits had the greatest influence on customer loyalty, followed by information benefits and special treatment benefits. Second, relationship solidarity positively affects customer loyalty.Conclusion: Relationship benefits, which are subjective benefits perceived by customers through experience, place a premium on the formation of positive relationships with customers. Moreover, maintaining an emotional state of affection for beauty services can lead to efficient management performance through continuous economic exchange relationships.