AN ANALYSIS OF CUSTOMER LOYALTY IN SKIN CARE CLINIC INDUSTRY: THE INFLUENCE OF SERVICE QUALITY DIMENSIONS AND THE MEDIATING ROLE OF CUSTOMER SATISFACTION

• Main Author: FEBRIANTI (NIM : 19015132), SYANITA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31184
• Institution: Institut Teknologi Bandung

<p align="justify"> Skin care clinic industry in Indonesia nowadays has been growing rapidly. Currently, at least there are more than 400 branches of skin care clinics in Indonesia. Nevertheless, the increase of skin care clinics in Indonesia does not in line with the loyalty of customers to the skin care clinic. Dissatisfaction of service quality is found out to be the factor influencing poor customer loyalty. The purposes of this research is to explore the influence of service quality dimensions toward customer loyalty in skin care clinic industry as it is mediated by customer satisfaction. This research uses five SERVQUAL dimensions which consist of reliability, responsiveness, assurance, empathy, and tangibles. To collect the data, this research uses quantitative method by conducting survey through questionnaire. In total, 300 respondents who are the former and current customers of skin care clinics in Bandung and Jabodetabek participated on survey. PLS-SEM was performed to analyze the empirical data and validate the model. The findings of this study show that: (1) reliability, assurance, and tangibles positively and significantly influence customer satisfaction; (2) empathy positively and significantly influence customer loyalty in direct link; (3) customer satisfaction positively and significantly influence customer loyalty; and (4) customer satisfaction fully mediates the influence of reliability, assurance, and tangibles on customer loyalty. The findings of this research may help skin care clinic industry to understand the role of various service quality dimensions for enhancing both customer satisfaction and loyalty. <p align="justify">