IRCI Article ID: IRCI-AR-0000002318

The Effect of Service Quality and Online Promotion on Customer Loyalty Through Customer Satisfaction at F3B Beauty House

Authors:

Febrina Isra Hertiane Hari Muharam Agus Setyo Pranowo

Journal: Economics and Business Journal (ECBIS)

Publication: · Vol. 4 No. 5 · pp. 2721–2738

DOI: 10.47353/ecbis.v4i5.512

Cite this article

Citation

Choose a citation style or copy BibTeX for your reference manager.

Style

View Original Publication

Abstract

Abstract Customer loyalty is essential for the sustainability of aesthetic clinics, particularly amid increasing competition and the growing use of digital promotional channels. This study examines the effects of service quality and online promotion on customer loyalty, with customer satisfaction as a mediating variable at F3B Beauty House. A quantitative explanatory design with a cross-sectional survey approach was employed. Data were collected through an online questionnaire from 361 customers selected using purposive sampling. Eligible respondents were at least 18 years old, had completed at least two visits or transactions within the previous 12 months, and had been exposed to the clinic’s online promotions. The data were analyzed using partial least squares structural equation modeling. The results show that service quality and online promotion positively and significantly affect customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty and demonstrates the largest practical effect. Furthermore, customer satisfaction partially mediates the effects of service quality and online promotion on customer loyalty. The model explains 66.9% of the variance in customer satisfaction and 68.3% of the variance in customer loyalty. These findings emphasize the importance of integrating consistent service quality, interactive online promotion, and satisfactory customer experiences to strengthen sustainable customer loyalty.

0
IRCI Cited By

22
Indexed References

Authors

Febrina Isra Hertiane

Affiliation: , Postgraduate Program, Universitas Pakuan, Bogor Author Origin : Indonesia

Hari Muharam

Affiliation: , Universitas Pakuan Bogor, Indonesia Author Origin : Indonesia

Agus Setyo Pranowo

Affiliation: , Universitas Pakuan Bogor, Indonesia Author Origin : Indonesia

References

Abd-Elrahman, A.-E. H. (2022). Telecommunications service quality, customer satisfaction and customer loyalty in pandemic times. Management Research Review, 46(8), 1112–1131. https://doi.org/10.1108/MRR-08-2021-0595

Al-Hujri, A., Al-Hakimi, M. A., Alshageri, S., Keshavrao, B. V., & Al Koliby, I. S. (2025). The impact of social media marketing activities on brand loyalty and awareness: The mediating role of customer satisfaction in Yemen’s telecom industry. Cogent Business & Management, 12(1), Article 2509793. https://doi.org/10.1080/23311975.2025.2509793

Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025

Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands. Information Systems Frontiers, 25(2), 795–817. https://doi.org/10.1007/s10796-022-10264-7

Franke, G. R., & Sarstedt, M. (2019). Heuristics versus statistics in discriminant validity testing: A comparison of four procedures. Internet Research, 29(3), 430–447. https://doi.org/10.1108/INTR-12-2017-0515

Gül, İ., Helvacıoğlu, E. T., & Saraçlı, S. (2023). Service quality, outpatient satisfaction and loyalty in community pharmacies in Turkey: A structural equation modeling approach. Exploratory Research in Clinical and Social Pharmacy, 12, Article 100361. https://doi.org/10.1016/j.rcsop.2023.100361

Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Ibrahim, B. (2022). Social media marketing activities and brand loyalty: A meta-analysis examination. Journal of Promotion Management, 28(1), 60–90. https://doi.org/10.1080/10496491.2021.1955080

Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91–97. https://doi.org/10.1016/j.jretconser.2016.11.007

Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131

Lienata, A., & Berlianto, M. P. (2023). The effect of service quality and clinic image on satisfaction to mediate revisit intention and loyalty in beauty clinic industry. Daengku: Journal of Humanities and Social Sciences Innovation, 3(4), 551–563. https://doi.org/10.35877/454RI.daengku1735

Majeed, M., Asare, C., Fatawu, A., & Abubakari, A. (2022). An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. Cogent Business & Management, 9(1), Article 2028331. https://doi.org/10.1080/23311975.2022.2028331

Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2024). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing–ESIC, 28(4), 465–480. https://doi.org/10.1108/SJME-09-2022-0202

Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40, 261–269. https://doi.org/10.1016/j.jretconser.2016.10.011

Memon, M. A., Cheah, J.-H., Ramayah, T., Ting, H., & Chuah, F. (2018). Mediation analysis: Issues and recommendations. Journal of Applied Structural Equation Modeling, 2(1), i–ix. https://doi.org/10.47263/JASEM.2(1)01

Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/JASEM.4(2)01

Qomariah, N., Nursaid, N., & Mu’ah, M. (2026). The role of gender as a moderator: The impact of social media marketing, service quality and brand image on patient loyalty with patient satisfaction as the mediator. Cogent Business & Management, 13(1), Article 2637261. https://doi.org/10.1080/23311975.2026.2637261

Rauf, A., Muhammad, N., Mahmood, H., & Yen, Y. Y. (2024). The influence of healthcare service quality on patients’ satisfaction in urban areas: The case of Pakistan. Heliyon, 10(18), Article e37506. https://doi.org/10.1016/j.heliyon.2024.e37506

Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/EJM-02-2019-0189

Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, Article 102721. https://doi.org/10.1016/j.jretconser.2021.102721

Zarei, A., Farjoo, H., & Bagheri Garabollagh, H. (2022). How social media marketing activities and brand equity affect the customer’s response: Does overall flow moderate it? Journal of Internet Commerce, 21(2), 160–182. https://doi.org/10.1080/15332861.2021.1955461

Cited By (0)

No indexed citing article has been matched by IRCI yet.