The Effect of Relationship Benefits of Small Beauty Expert Shop on Trust and Long-Term Relationship Orientation

This study analyzed the effects of relational benefits on trust and long-term relationship orientation of small beauty expert shop. From May 22 to June 11, 2024, a survey was conducted targeting total 244 female domestic consumers in their 20s-50s who had used small-sized beauty shops(1-4 persons) in the Seoul metropolitan area for three months or more. In the results of this study, the subfactors of relational benefits such as social benefit, economic benefit, psychological benefit, and informational benefit had statistically significant effects on trust and long-term relationship orientation. This verifies that the rational service customized for customers’ needs and budget, personalized service, and service that strengthens psychological stability have positive effects on trust and long-term relationship orientation by strengthening tie with customers. Thus, this study aims to provide basic data for the sustainable development of the beauty industry, and also to contribute to presenting the differentiated marketing strategic direction for improving the management environment of competitive small beauty expert shop and also building relationships with customers.