The Effect of Relational Benefits on Consumer Loyalty

摘要

Retaining customer loyalty has become increasingly important for hairdressing industry due to the highly competitive environment. This study aims to develop and test a model investigating how relational benefits enhance perceived value and switching barrier to win customer loyalty. Using a self-administered questionnaire survey, 428 respondents were used for this study. The findings show that relational benefits have direct effect on perceived value, switching barrier and customer loyalty. In addition, relational benefits also have indirect effect on loyalty via perceived value and switching barrier. Finally, perceived value and switching barrier positively influenced customer loyalty. The findings suggest that hairdressing industry manager with a better understanding of their customers' perceptions, and help them in developing competitive strategies to win customer loyalty.