Analyzing Consumers’ Decisions to Select Micro- Invasive Aesthetic Service Providers using a Hybrid Method

Micro-invasive aesthetic services are becoming more popular, and thus the industry is becoming more competitive. It is thus critical for companies to better understand the criteria that consumers use when choosing a micro-invasive aesthetic service provider. In order to investigate this issue, three focus group interviews were carried out in this study and the related literature was reviewed in order to find the relevant criteria. The Decision Making Trial and Evaluation Laboratory (DEMATEL) was then employed to find casual relationships among the criteria, while the Analytic Network Process (ANP) was further applied to evaluate the importance of each criterion. After examining four criteria and 15 sub-criteria, the most important items were found to be consultant services, reputation of medical clinics, after-sales services, process and efficiency, and previous customer outcomes. If service providers can better understand the factors underlying consumer decisions with regard to micro-invasive aesthetic procedures, then they can better allocate their resources to enhancing their competitiveness