Article Sidebar

Download
Download Article

Main Article Content

Abstract

The influence of social media, shifting lifestyles, and increasing public awareness of appearance has contributed significantly to the rapid growth of the beauty industry. One of the beauty clinics that has successfully expanded is MS Glow Aesthetic Clinic, which offers both professional aesthetic services and premium beauty products. This study aims to examine the impact of service quality and brand image on customer loyalty at MS Glow Aesthetic Clinic Bandung. Service quality refers to the extent to which a service meets or exceeds customer expectations, while brand image represents consumers' perceptions and impressions about a brand. In this context, customer loyalty is the customer's commitment to choose MS Glow's services despite alternatives consistently. This study employs a quantitative approach, involving a survey of 30 respondents who are clients of MS Glow Aesthetic Clinic Bandung. Multiple linear regression analysis was used to evaluate both the partial and simultaneous effects of brand image and service quality on customer loyalty. The results show that service quality and brand image both positively and significantly affect customer loyalty, individually and collectively. This study is expected to contribute to academic insights in marketing, particularly in the beauty services sector, and provide practical support for MS Glow's business strategy.

Keywords

MS Glow Aesthetic Clinic Customer Loyalty Brand Image Service Quality

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Giana, H., & Apriadi, D. (2025). Analysis of The Influence of Service Quality and Brand Image in Shaping Customer Loyalty at MS Glow Aesthetic Clinic Bandung. Golden Ratio of Data in Summary, 5(3), 719–728. https://doi.org/10.52970/grdis.v5i3.1355
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Aaker, D. A. (2023). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
  2. Ahmad, S., Rahman, M., & Harun, A. (2023). The joint impact of brand image and service quality on customer loyalty in service industry. Journal of Marketing Research and Management, 12(1), 45–59.
  3. Al-Momani, K. S., & Noor, A. N. (2023). Service quality and customer loyalty: A study on aesthetic clinics.
  4. International Journal of Business and Social Science, 14(3), 21–28.
  5. Chen, L., & Lee, M. (2023). Emotional branding and customer loyalty in personal care services. Asian Journal of Business Research, 13(2), 67–81.
  6. Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2021). The impact of brand image on consumer loyalty: Evidence from the beauty industry. Journal of Retailing and Consumer Services, 61, 102–111. https://doi.org/10.1016/j.jretconser.2021.102611
  7. Euromonitor International. (2023). Beauty and personal care in Indonesia 2023 report. London: Euromonitor.
  8. Grönroos, C. (2023). Service management and marketing: Managing the service profit logic. Chichester: Wiley.
  9. Hanaysha, J. R. (2023). Examining the effects of brand image and service quality on customer loyalty in beauty clinics. Journal of Relationship Marketing, 22(1), 38–55. https://doi.org/10.1080/15332667.2023.2167890
  10. Keller, K. L. (2021). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Boston: Pearson.
  11. Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Harlow: Pearson Education.
  12. Lee, H. J., Kim, M., & Park, J. (2022). Consistency in brand communication and its effects on loyalty. Journal of Brand Strategy, 11(2), 75–92.
  13. Merry, F. (2024). Jurnal Ekonomi dan Bisnis , Vol . 13 No . 4 Desember 2024 E - ISSN Strengthening Consumer Loyalty by Provider Communication Products In economic growth , the paradigm that initially focused on resource-based economics has shifted to a knowledge and creati. 13(4), 580–587.
  14. Oliver, R. L. (2020). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
  15. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/S0022- 4359(05)80003-4
  16. Pertiwi, R. D., Wardana, W., Tondo, A., Sulaiman, A., Fithriani, M., Gunawan, G., & Saragih, L. M. S. (2023). Customer Brand Loyalty Model for Social Media Marketing. Sosiohumaniora, 25(2), 154. https://doi.org/10.24198/sosiohumaniora.v25i2.46291
  17. Setiawan, B., & Lestari, R. (2023). Service excellence and brand image as drivers of customer loyalty in beauty clinics. Jurnal Manajemen Indonesia, 18(1), 1–12. https://doi.org/10.25124/jmi.v18i1.1234
  18. Siregar, R., Yunan, N., Irwansyah, R., Apriadi, D., Area, U. M., Widya, U., Mahakam, G., & Republik, U. K. (2024). Reslaj : Religion Education Social Laa Roiba Journal Reslaj : Religion Education Social Laa Roiba Journal. 6(4), 2069–2076. https://doi.org/10.47476/reslaj.v6i4.2013
  19. Sumarwan, U., Kusnadi, N., & Lestari, S. D. (2022). Kualitas pelayanan, kepuasan, dan loyalitas pelanggan. Jurnal Ilmu Sosial dan Humaniora, 11(3), 90–102. https://doi.org/10.14710/jish.11.3.90-102
  20. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services marketing: Integrating customer focus across the firm (7th ed.). New York: McGraw-Hill.

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.