헤어샵의 확장된 마케팅 믹스요인과 지각된 가치가 고객시민행동에 미치는 영향: 성격유형의 조절효과를 중심으로

• Published in: 한국미용학회지 Vol. 29; no. 2; pp. 296 - 305
• Main Authors: 김한별, Han-byul Kim, 박은준, Eun-jun Park
• Format: Journal Article
• Language: Korean
• Published: 한국미용학회 30.04.2023
• Subjects: Customer citizenship behavior; Expanded marketing mix; Perceived value; Personality type
• ISSN: 1229-4349

The purpose of this study is to confirm the effect of the expanded marketing mix factors of hair shop on customer citizenship behavior. This study was attempted to verify through the mediating effect of perceived value and the moderating effect of personality type in this influence relationship. Data collection in this study distributed 310 questionnaires, and 271 copies were used for the final analysis. the main analysis results derived through data analysis are as follows. First, it was found that the expanded marketing mix had a significant effect on perceived value and customer citizenship behavior. Second, among the expanded marketing mix factors, People and Evidence factors had a positive effect in common on perceived value and customer citizenship behavior. Third, the perception of perceived value in the influence relationship between the expanded marketing mix and customer citizenship behavior shows a mediating effect. In addition, it was found that introverted personality had a positive (+) moderating effect on the path of increasing customer citizenship behavior. The results derived through this study would have helped the hair shop marketing plan and basic data acquisition. In other words, it's important to have an outgoing customer who directly requires the requirements, but paying more attention to less expressive introverts is more effective at boosting customer’s citizenship behavior.