Effects of Relationship Marketing of Skincare Shop on the Customer Trust and Relationship Continuity Intention

Abstract

This study researched the effects of relationship marketing of skincare shop on the customer trust and relationship continuity intention. For this, a survey was conducted from December 1 st to December 15 th 2020, targeting the women in their 20s-50s with experiences of using skincare shop in Seoul and capital area for three months or more. Total 327 questionnaires were used for the final analysis, and the results of this study are as follows. First, in the effects of relationship marketing of skincare shop on the customer trust, the subfactors of relationship marketing such as communication, customer orientation, and professionalism were the important factors on the experience and ability, honesty, discomfort, trust, benefit, position, and sincere attitude of customer trust. Second, in the effects of relationship marketing of skincare shop on the relationship continuity intention, the subfactors of relationship marketing such as communication, customer orientation, and professionalism were the important factors on the continuity, positiveness, recommendation, priority, use intention, price, and revisit of relationship continuity intention. In order to provide valuable service to customers and also to maintain relationships with customers, such results of this study could be utilized as the basic data for improving the service and establishing the differentiation strategies as managerial elements contributing to the stable operation as the service providers maintain the long-term relationships by getting equipped with professionalism and response ability through education.