The Intermediate Role of Satisfaction Linking Perceived Value to Loyalty of Beauty Clinics in Phetchabun Province
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The purpose of this research is 1) to study the importance of perceived value, satisfaction, and loyalty of beauty clinics in Phetchabun province; 2) to test the intermediate role of satisfaction linking perceived value and loyalty; and 3) to test the moderating variable of reputation linking perceived value and loyalty. This study collected data by distributing online questionnaires to sample group. The 400 participants were collected data. The data were analyzed using descriptive statistics and structural equation model analysis. The research results found that the highest average of the studied factors of the beauty clinics in Phetchabun Province was satisfaction, followed by loyalty and perceived value, respectively. The structural equation model analysis results found that satisfaction was a partial mediating factor, which was a factor that would intervene in the relationship linking perceived value to loyalty, and the reputation variable was a partial moderating variable of the relationship between perceived value and satisfaction.
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