Effective Factors on Word-of-Mouth Marketing and the Intention to Return to Beauty Clinics

Subject Areas : Health Management Services

Saeid Dehyadegari ¹ (Assistant Professor, Department of Management, Faculty of Management and Economics, Shahid bahonar University of Kerman, Kerman, Iran)
nastaran douraghi ² (Masters student, Department of Management, Faculty of Management and Economics, Shahid bahonar University of Kerman, Kerman, Iran)
ellaheh shahbi ³ (Assistant Professor, Department of Management, Faculty of Management and Economics, Shahid bahonar University of Kerman, Kerman, Iran )

Received: 2023-06-25 Accepted : 2024-01-29 Published : 2024-06-24

Keywords: intention to revisit, , beauty clinics, word-of-mouth marketing, service quality, ,

Abstract :

Introduction: Considering the growth of beauty clinics in recent years and the increase in competition in this industry, this research has tried to investigate the factors affecting word-of-mouth marketing and the intention to return to beauty clinics. Methods: This research is applied in terms of purpose and descriptive-causal in terms of method. Its statistical population consists of those who have visited beauty clinics at least once. The number of statistical sample is 416 people. To measure the variables, a standard questionnaire with 35 items was used, and to measure the construct validity, using Smart PLS software. Data analysis was done using descriptive statistics and inferential statistics, including the description of demographic variables and structural equation testing. Results: The findings showed that brand image, service quality, and environment and atmosphere influence perceived value with coefficients of 0.129, 0.415, and 0.224, respectively; Service quality and environment and space have an effect on satisfaction with coefficients of 0.205 and 0.264, respectively; Perceived value has an effect on satisfaction, word-of-mouth marketing, and the intention to visit again with coefficients of 0.420, 0.548, and 0.429, respectively; Satisfaction has an effect on repeat visits and word-of-mouth marketing with coefficients of 0.440 and 0.327. Conclusion: By improving the quality of services, improving the environment and atmosphere, and emphasizing branding, beauty clinics can have a positive effect on the return of people and word of mouth marketing and improve their competitive position.

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