The Effects of Relationship Marketing of Beauty Salon on Long-Term Orientation

The purpose of this study is to analyze the effect of relationship marketing of hair salons on long-term orientation. In order to collect data for empirical research, 150 effective questionnaires were collected from customers using hair salons located in Gyeongnam, and the collected questionnaires data was analyzed using the SPSSWIN26 program. As a result of the analysis of the relationship marketing factors of hair salons, the communication factor was found to have the greatest influence on long-term orientation compared to other factors. Professionality factors and ties factors also influenced long-term orientation. The analysis results mean that in order to improve the management performance of hair salons, it is necessary to focus on improving relationship marketing by grasping the core of relationship marketing as part of a marketing strategy. In other words, it suggests that relationship marketing can contribute to the increase in sales of hair salons by improving the long-term orientation of customers by using the communication factors of relationship marketing.