Model to Strengthen Customer Royalty of Beauty Clinics in the Bangkok Metropolitan Area
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Abstract
The objectives of this research were 1) to study the reputation of surgeons, service quality, innovation, technology, perceived value, intention for beauty treatment, and loyalty of customers of beauty clinics in Bangkok and vicinity., 2) to study the influence of the reputation of surgeons, service quality, innovation, technology, value, perception and intention in a beauty treatment on the loyalty of customers of beauty clinics in Bangkok and vicinity., 3) develop a customer loyalty model for beauty clinics in Bangkok and vicinity. This research uses a combination of quantitative research and qualitative research. In quantitative research, the sample was 360 customers of beauty clinics in Bangkok and its vicinity. Use proportional sampling methods. Use queries to store data and analyze data with structural equation models. Qualitative research uses an in-depth interview method. The primary informants are beauty clinic customers in the Bangkok metropolitan area and experts in enhancing customer loyalty of beauty clinic customers in the Bangkok metropolitan area.
The results of the research were as follows: 1) The reputation of surgeons, service quality, innovation, technology, perceived value, intention for beauty treatment, and loyalty of customers of beauty clinics in Bangkok and vicinity are moderate., 2) The reputation of the surgeons, the quality of services, innovation, technology, value, perception, and intention in beauty treatment influence the loyalty of customers of beauty clinics in Bangkok and its vicinity statistically significant at the .05 level. Furthermore, 3) The customer loyalty model of beauty clinics in Bangkok and vicinity developed by the researcher is called TPIQVC Model (T= Technology, P= Prominence Plastic Surgeon, I= Innovation, Q= Quality Service, V= Perceived Value, C= commitment beauty).
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References
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