PENGARUH KUALITAS LAYANAN, PENGALAMAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA KLINIK KECANTIKAN

Abstract

The growth of beauty clinics is increasing along with public awareness of the importance of skin care and appearance. This study aims to analyze the effect of service quality and customer experience on customer loyalty in beauty clinics, as well as identify factors that influence customer retention and business growth. The research method uses a quantitative approach with Structural Equation Modeling (SEM). Data were obtained through purposive sampling techniques from 135 respondents of beauty clinic customers in Jakarta. The results of the study indicate that service quality has a significant effect on customer experience. Furthermore, customer experience influences word-of-mouth intention and repurchase behavior, which have a direct impact on customer loyalty. Limitations of this study include a single location, one clinic brand, and potential bias due to online survey distribution. Recommendations for future research include the addition of variables such as trust, emotional attachment, or brand image, and expansion of research locations. Managerial implications suggest a marketing strategy that targets women middle incomes, with preferences for efficient, affordable, and digital-based services, in order to increase customer engagement and the clinic's competitive advantage.