Relationship between Customer Satisfaction, Customer Trust, and Loyalty of Beauty Salon Consumers

Abstract

With the improvement of modern standards and the development of science and technology, the quality of life of consumers is improving and the importance of customer service is being emphasized, and consumers are demanding higher quality services than the price compared to the investment cost. Therefore, this study improved service quality for consumers and studied the relationship between customer satisfaction, customer trust, and loyalty. A total of 500 handwritten questionnaires were distributed to adult men and women and analyzed through SPSS 22.0 program to determine the relationship between customer satisfaction, customer trust, and loyalty of beauty salon consumers. The data and analysis methods are as follows. Frequency analysis was conducted to find out the general information of the survey subjects, factor analysis (principal component analysis, Verimex) and reliability analysis were conducted to determine the validity and reliability of each variable, the impact of customer satisfaction on customer trust and loyalty, and customer Regression analysis was conducted to determine the effect of trust on loyalty. Through this study, the will to study ways to improve service quality and to accumulate and provide data that can be applied in practice was revealed.