Enhancing online-to-offline specific customer loyalty in beauty industry |
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Authors: | P. P. L. Leung C. H. Wu W. H. Ip G. T. S. Ho |
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Affiliation: | 1. Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hong Kong, China;2. Department of Supply Chain and Information Management, Hang Seng Management College, Hong Kong, China;3. Department of Mechanical Engineering, University of Saskatchewan, Saskatoon, Canada |
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Abstract: | Customer loyalty is one of the core values for business success in beauty industry; however, there is insufficient research on weighing the importance of critical factors contributing to customer loyalty for the industry. This study, for the first time, investigates and ranks empirically the critical factors contributing to O2O specific customer loyalty in beauty industry by using Analytical Hierarchical Process. Results show that customer satisfaction, customer’s perceived switching costs, customer trust, corporate image and customer value positively influence O2O specific customer loyalty (in decreasing order of importance). Attributes contributing to the five critical factors have also been studied and ranked. |
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Keywords: | Analytical hierarchy process (AHP) beauty industry customer loyalty online-to-offline (O2O) big data |
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