Pengaruh Service Quality Terhadap Loyalty Melalui Customer Satisfaction, Trust dan Commitment Pada Klinik Kecantikan di Surabaya

Purpose - This study aimed at investigating the effect of service quality to loyalty at beauty clinic in Surabaya through customer satisfaction, trust and commitment Method - Data were obtained through a questionnaire survey of beauty clinic in Surabaya. The data were analyzed with structural equation modeling through the AMOS 21. The survey is conducted among 190 respondents at beauty clinic at Surabaya. The population of the study consists of all beauty clinic customers at Surabaya who did treatment at least twice for six months and be a member of a beauty clinic at Surabaya. Purposive sampling technique was used to select the sample. Findings – The five hypothesis revealed a significant positive correlation; SERVQUAL and customer satisfaction; customer satisfaction and trust; customer satisfaction and commitment; trust and loyalty; commitment and loyalty Limitation - The future study may replace loyalty with another variable such as behavioural intentions. This study also take place at Surabaya. The future study may replicate in other city at Indonesia. The future study may investigate the effect of each dimension of SERVQUAL to customer satisfaction. Implication – Beauty clinic owner can increase their service quality to gain more customer loyalty. This will help beauty clinic gain competitive advantage