Trust as a key driver of purchase intentions in beauty services

Abstract

This study delves into the influences of advanced medical treatments, technological innovations, and service quality on customer trust within the beauty services sector. Using a survey-based research design, data were collected from 500 beauty clinic users in Khon Kaen Province through structured questionnaires, the research highlights a positive association between these factors and both trust and purchase intention. The findings reveal a significant positive association between personalized services, technological advancements, and trust, which subsequently drives purchase intention. These insights provide valuable implications for beauty service providers aiming to leverage trust as a strategic driver of business growth, particularly in emerging markets.