Abstract
Website quality is an important factor, positively affecting brand impression and perceived quality, thereby promoting brand loyalty. The study was conducted to indicate the relationship between website quality, perceived quality, brand impression, and brand loyalty of customers towards beauty salons in Vietnam. Research data were collected using a quota sampling with 300 customers who have used salon services. By applying the structural equation modeling (SEM), the study showed that the website quality of beauty salons has a positive impact on the brand's impression and perceived quality of customers. Besides, the brand impression positively influences the perceived quality of customers and improves brand loyalty to beauty salons.
Highlights
Information technology plays an important role in transforming from traditional commerce to e-commerce (Collins & Cobanoglu, 2013; Wang et al, 2015)
The study was conducted to indicate the relationship between website quality, perceived quality, brand impression, and brand loyalty of customers towards beauty salons in Vietnam
By applying the structural equation modeling (SEM), the study showed that the website quality of beauty salons has a positive impact on the brand's impression and perceived quality of customers
Summary
Information technology plays an important role in transforming from traditional commerce to e-commerce (Collins & Cobanoglu, 2013; Wang et al, 2015). E-service quality reflected by website quality is a key tool in the business strategies of organizations. Website quality is an essential factor affecting customer's perceived quality about services (Ahn et al, 2004; Hsu et al, 2007). If the business owner focuses on improving the quality of the website, it will put a positive impression and help increase customer trust in the organizational brand (Braddy et al, 2008; Everard & Galletta, 2005). Brand impression and perceived quality are always paid attention by customers. Beauty salons in Vietnam are greatly interested in investing and upgrading the website quality to create a positive brand impression and retain customers. This study was carried out to prove the relationship between website quality, brand impression, perceived quality, and brand loyalty of customers towards beauty salons in Vietnam
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