| 서비스산업 간의 장기관계지향성에 관한 연구 -에스테틱 산업을 중심으로- |
| 박정희, 신종국 |
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| A study on the Influences of Long-Term Relationship between Service Industrials : Focus on Esthetic Industry |
| Jung-Hee Park, Jong-Kuk Shin |
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| ABSTRACT |
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The purpose of this study is to demonstrate the effects of relationship marketing in esthetic material
wholesaler and esthetic shop relationships.
This study developed constructs of relationship marketing were composed of period of trade, implementation
of contract, communication and power. And parameter was indicated as satisfaction and
long-term relationship orientation was presented as consequence variable.
For a more realistic approach, empirical research was conducted on esthetic shop which located in
Daegu, and Kyungbuk region. 192 samples were used for this analysis.
The results of the empirical research can be summarized as follows :
First, it was found that period of trade positively didn't affect satisfaction.Second, it was found
that implementation of contract positively affected satisfaction. Third, it was found that communication
positively affected satisfaction. Forth, it was found that power positively affected satisfaction.
Fifth, it was found that satisfaction positively affected long-term relationship orientation |
| Key words:
period of trade, implementation of contract, communication, power, satisfaction, long-term relationship orientation |
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