A Model of Loyalty of Beauty Business Clients in the Bangkok Metropolitan Region
Keywords:
Social Media Marketing Platforms, Brand Management, Client Loyalty, Beauty BusinessAbstract
This research aims to: 1) Study the levels of innovation management, social media marketing platform usage, brand management, customer satisfaction, and client loyalty in the beauty business in the Bangkok Metropolitan Region. 2) Examine the influence of innovation management, social media marketing platform usage, brand management, and satisfaction on client loyalty in the beauty business in the Bangkok Metropolitan Region. 3) Develop a model for client loyalty in the beauty business in the Bangkok Metropolitan Region. This study employs a mixed-method approach, combining quantitative and qualitative research. For the quantitative research, the sample consists of 300 representatives from beauty businesses in the Bangkok Metropolitan Region. The sample size is determined using the criterion of 20 times the number of observed variables. A multi-stage random sampling method is used. Data is collected through questionnaires and analyzed using structural equation modeling. For the qualitative research, in-depth interviews are conducted with 20 key informants, including beauty business owners and experts in the beauty industry. The research findings show that: 1) Innovation management, social media marketing platform usage, brand management, satisfaction, and client loyalty in the beauty business in the Bangkok Metropolitan Region are at high levels. 2) Innovation management, social media marketing platform usage, brand management, and satisfaction significantly influence client loyalty in the beauty business in the Bangkok Metropolitan Region at the 0.05 statistical significance level. 3) The model for enhancing client loyalty in the beauty business in the Bangkok Metropolitan Region, developed by the researcher, is named. The I-S-B-S Model for Enhancing Customer Loyalty in the Beauty Business (I = Innovation Management, S = Social Media Platform Utilization, B = Brand Management, S = Satisfaction). Additionally, the qualitative research finds that to build client loyalty in the beauty business in the Bangkok Metropolitan Region, beauty business owners must adopt modern beauty technology, elevate services to international standards, implement digital era management systems, and use new information technology to communicate and publicize services effectively to target customers. The results of this research can guide policy-making to build client loyalty in the beauty business in the Bangkok Metropolitan Region in the future.
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