Abstract
The purpose of this study was to design the Weakened Loyalty model through Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching. The sample in this study was a patient of a beauty clinic who did treatment for one year or more and had moved from another clinic. The sample used was 173 respondents. Data analysis using Structural Equation Modeling with PLS approach. The data meets convergent validity and composite reliability. The results of the analysis prove that negative WOM, variety seeking behavior and dissatisfaction are factors that have the potential to weaken loyalty, because these three variables have a significant direct effect on brand switching. However, it does not directly affect patients to really weaken loyalty. Dissatisfaction can mediate relationship between Negative WOM and Brand Switching.
Highlights
Competition in the business world in the modern era is undergoing many changes
A service company such as a beauty clinic continues to strive for its strategy to have loyal customers
Respondents of this study were those who moved from the previous beauty clinic and they are still at least 1 year of care at the current beauty clinic
Summary
Competition in the business world in the modern era is undergoing many changes. Companies in any form look for the right strategy to reach the best position in the minds of consumers. One example is the competition in the beauty clinics in Indonesia. The development of a fast-growing beauty trend affects the tastes of beauty products. Beauty that is identified with women, makes them try to look attractive fulfills the need for a beautiful face, and attractive body and skin care. Nowadays there are more and more places of beauty clinics with various choices that suit customer needs and even dare to give promises about the desired beauty criteria
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