The Store Ambience in Beauty Salon Business in Surabaya, Indonesia

Abstract

In big cities, the existence of a beauty salon is very expected among the life of their citizens. The social media, such as Instagram, also trigger the citizen to care for their physical appearances for their selfie pictures for posting their groups. As a beauty salon is offering services, the tangible aspects become crucial in attracting the customers. The aim of this research is to examine the influence of store atmosphere on satisfaction and loyalty among the beauty salon customers. This research belongs to the causal research, in which the data are collected from the sampling of a population, with the accidental sampling technique. The numbers of the sample are 200 respondents. The data, then, are processed with the assistance of a software application of SmartPLS. The results of the research are obtained as the store atmosphere has a positive significant influence on the customer satisfaction, the store atmosphere also has a positive significant influence on customer loyalty, and the customer satisfaction has appositive significant influences on customer loyalty.

Keywords

• customer satisfaction
• customer loyalty
• store atmosphere