PENGARUH NILAI PELANGGAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA KLINIK PERAWATAN KULIT DAN KECANTIKAN

This research is performed regarding the rapid development of and severe competition on beauty industry in Indonesia from year to year. It can be seen from the increasing number of new entrants in the beauty industry especially cosmetics. One way used to provide skin care and beauty services in a professional manner is to open a skin care and beauty clinics. This study intends to analyze the relationship between customer value, customer satisfaction and the role of switching costs as a moderating variable on customer loyalty, skin and beauty care center located in D.I Yogyakarta province are chosen as research object. The purpose of this study was to determine whether the customer value, customer satisfaction and switching costs affect customer loyalty in selecting and using products and services of skin care clinic. Data were collected through a questionnaire using purposive sampling techniques to 239 respondents whoare and had ever been a regular customer of a beauty clinic for at least 1 year. Object of this study is big beauty clinic companies operating in Indonesia, especially in D.I Yogyakarta, such as Erha Clinic, Natasha Skin Care, London Beauty Centre (LBC), Larissa Aesthetic Center, Miracle Aesthetic Clinic. Based on the analysis results obtained from the respondents, it is indicated that customer satisfaction has mediating effect where customer value has a positive effect on customer loyalty, and customer satisfactionpositively affects customer loyalty. It also found that switching cost do not have a significant moderating effect on the relationship between customer satisfaction and customer loyalty