Asian J Beauty Cosmetol. 2014; 12(2): 305-314.
The Beauty Service Industry Switching Barriers on Customer Satisfaction and Repurchase Intention
ABSTRACT
This study inquired into the effects of switching barriers on customer satisfaction and repurchase intention in the beauty service industry and proposed a marketing strategy to maintain customers in the industry by increasing the barriers. This study examined the effects of sub-factors of switching barriers such as switching costs, alternative attractiveness and human relationships on customer satisfaction and repurchase intention. For an empirical analysis, a survey method was conducted with male and female customers of beauty shops with less than five workers in Incheon, and 249 copies were used in the analysis. Exploratory factor analysis, reliability analysis and multiple regression analysis were carried out to test hypotheses in this study. As a result, the first hypothesis that switching costs would affect customer satisfaction and repurchase intention was rejected. Second, the hypothesis that alternative attractiveness and human relationships would affect customer satisfaction and repurchase intention was adopted. Third, the hypothesis that customer satisfaction would affect repurchase intention was adopted. To sum up the above results, it is most important to maintain continued visits by forming human relationships between beauty shop customers and service providers and customer satisfaction, and the service providers should increase their service quality and provide their customers with quality service to increase their alternative attractiveness and should maximize the beauty shops’ profits by preventing their customers from leaving and making them revisit them in the long term.
Keywords :
Switching barriers, Customer satisfaction, Repurchase intention
