Empirical Study of Customer Relationship Proneness in Hairdresser's Context

摘要

This article discusses the influence of customer relationship proneness in hairdresser's context. Data are collected using online survey. A conceptual model about customer relationship proneness, relational benefits, customer commitment and customer loyalty is proposed to explain the influence. Structural equation modelling is used to analyze the data. Empirical results show that customer relationship proneness is directly and positively related to perception of relational benefits, customer commitment and customer loyalty. Relational benefits have significant influence on customer commitment and loyalty. The direct effect form customer commitment to customer loyalty is also confirmed.