Mediating Effect of Perceived Value on the Relationship between Brand Image and Customer Loyalty of Hair Salon

Abstract

Purpose: This study emphasizes brand image and perceived value by examining and identifying the mediating effect of the relationship between hair salons’ brand images, perceived value, and customer loyalty. It aims to enhance the competitiveness of hair salon brands by providing the basic data necessary for the development and improvement of sales in professional hair salons.Methods: This study performed frequency analysis, reliability analysis, factor analysis, regression analysis, and mediation regression analysis, using SPSS 22.0 for 534 copies of data collected through questionnaires for adult men and women using hair salons.Results: The study results show that brand image significantly affected the perceived value and customer loyalty. Additionally, the perceived value significantly affected customer loyalty and partially mediated the relationship between brand image and customer loyalty.Conclusion: It is necessary to market factors with positive brand image effects for a hair salon, and customers should feel satisfied and unburdened. Additionally, to increase the salon’s value, suitable unit prices for technology and services should be set instead of higher unit prices.

Effect of Extrinsic Cues of Cosmetics on Perceived Value and Purchase Intention

“…소비 자가 제품을 선택할 때 브랜드 품질의 지각과 가치는 구매의도에 긍 정적인 영향을 미치며 기업의 이익과 이윤을 증가시키는 매우 중요한 의미를 가지고 있다 (Han, 2023). 고객에게 전달된 가치란, 고객의 욕 구를 충족시키는 기술과 서비스의 전반적인 능력에 대한 고객의 평가 를 의미하고 (Yeo & Park, 2021). 지각된 가치는 지불한 것과 얻은 것 의 차이라고 할 수 있으며, 개개인마다 관점이 다르기 때문에 주관적 인 가치라고 볼 수 있다 (Choi et al, 2019).…”