Enhancing online-to-offline specific customer loyalty in beauty industry. Issue 3 (16th March 2019)

• Record Type: Journal Article
• Authors: Leung, P. P. L.; Wu, C. H.; Ip, W. H.; Ho, G. T. S.
• Is Part Of: Enterprise information systems. Volume 13:Issue 3(2019)
• Page Start: 352
• Page End: 375
• Publication Date: 2019-03-16
• Subjects: Analytical hierarchy process (AHP) -- beauty industry -- customer loyalty -- online-to-offline (O2O) -- big data; Information storage and retrieval systems -- Periodicals; Management information systems -- Periodicals; Electronic commerce -- Periodicals; 658.4038011
• DOI: 10.1080/17517575.2018.1527042
• Languages: English
• ISSNs: 1751-7575

Abstract

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.