The Effect of Relationship Marketing on Long-Term Orientation to Strengthen the Competitiveness of One-Person Hair Shop: Mediating Effect of Customer Emotion Response

Abstract

This study aims to establish a plan to revitalize the management of one-person hair shops by systematically researching relationship marketing as a way to strengthen the competitiveness of one-person hair shops and presenting it as basic data for marketing. For this study, a survey was conducted focusing on residents of the Seoul metropolitan area who have experience using or are using a one-person hair shop. The survey was conducted for about a month from January 15, 2023 to February 20, 2023, and 288 copies were used for statistical analysis. Frequency analysis, factor analysis, reliability analysis, regression analysis, and mediated regression analysis were performed using SPSS 25.0. As a result, it was confirmed that relationship marketing had a positive (+) effect on both customer emotional response and long-term orientation, and research on the mediating role of customer emotional response in the relationship between relationship marketing and long-term orientation showed that reliability and store image were completely mediated. Based on the results of this study, it was found that single-person hair shops need to not only make steady efforts to maintain consumers' long-term orientation by strengthening customer sentiment responses through differentiated relationship marketing, but also establish a system to manage customers systematically and efficiently. In-depth understanding of customers through customer emotional responses plays a major role in strengthening the competitiveness of One-person hair shops by maintaining positive relationships.