Roles of customer experience toward customer satisfaction in the beauty industry

Abstract

This research has focused on the beauty industry, which is said to be growing stronger and more competitive. The selected respondents are those who have been using spa services. Data were processed and analyzed with excel and SPSS 20 software. As expected, customer experience has the strongest influence on customer experience. This result is consistent with studies in previous contexts, as well as with the actual situation of this industry when people are increasingly interested in discovering and enjoying new and fun things around them. Next is the brand image and service quality, which is also considered to be consistent with the research in the service context and the current trend, when people no longer have to worry about being full but must be satisfied, delicious, beautiful, and trendy. Meanwhile, price negatively affects customer satisfaction, this is consistent with reality and human psychology, and it also reflects the implication of previous scholars' definitions. Some implications have been provided for managers.