COMPETITIVE ADVANTAGE THROUGH ESG SUSTAINABILITY IMAGE: ITS INFLUENCE ON TRUST AND LOYALTY OF BEAUTY CLINIC CLIENTS IN NAKHON RATCHASIMA PROVINCE

Abstract

This research article aims to: 1) examine the level of perception regarding environmental, social, and governance (ESG) sustainability images of beauty clinics; 2) analyze the influence of ESG image on client trust; and 3) investigate the effects of trust on loyalty and the willingness to pay a price premium. This quantitative research utilized a sample of 400 consumers who had previously received services from beauty clinics in the Mueang District of Nakhon Ratchasima Province. The research instrument was a questionnaire validated for content validity (IOC) by experts, with an overall reliability coefficient of 0.94, indicating a very high level of quality. Data analysis was performed using descriptive statistics specifically percentage, mean, and standard deviation and path analysis.

          The findings revealed that

          1) Perception Level of ESG Image Clients perceived the overall ESG image of beauty clinics at the highest level. When considered by dimension, governance received the highest mean score, followed by the social and environmental dimensions, respectively.

          2) Influence of ESG Image on Trust All three dimensions of sustainability image environmental, social, and governance exerted a significant positive influence on client trust at the .05 level. The governance dimension was identified as the most influential factor in building trust.

          3) Influence of Trust on Loyalty Client trust had a direct influence on customer loyalty and subsequently affected the willingness to pay a price premium. These factors serve as critical indicators for establishing a sustainable competitive advantage within the beauty clinic service industry.