The Influence of the Expanded Marketing Mixing Factors and Perceived Value on Customer Citizenship Behavior: Focusing on the Female Customers

Abstract

This study was attempted to strengthen the competitiveness of hair shops, Minimize complaints and leave customers caused by service failures, and it was based on the need for active service reinforcement and response. In research related to hair beauty services, it is important to respond to service failures and establish strategies. Nevertheless, research on service recovery after service failure is relatively insufficient. This study shows the effect of the justice of service recovery in hair shops, focusing on female customers, on preference and satisfaction. The results of analyzing the data collected in this study are as follow.s First, among the recovery justice factors, compensation justice and processing justice factors had a significant impact. Second, it was found that the recovery justice factor had a significant effect on the customer's favorite behavior. Third, customer satisfaction had a positive (+) effect on customer's favorite behavior at a statistically significant level. As a result, we identified factors that induce the preference of female customers, who are the main customers of hair shops. In other words, hair shops' efforts to compensate, process, and strengthen attitude justice factors are the main factors for securing competitiveness.