The Impact of Customer Experience and Satisfaction on Loyalty and Word-of-Mouth Behavior: A Case Study of Beauty Salons in Ho Chi Minh City

Abstract

This study analyzes the influence of customer experience factors on satisfaction, loyalty, and word-of-mouth behavior at beauty salons in Ho Chi Minh City. Employing a mixedmethods approach (both qualitative and quantitative), the author surveyed 271 customers and processed the data using SmartPLS 4 software. The findings reveal that three key factors - (i) brand experience, (ii) service experience, and (iii) post-service experience - positively impact loyalty and word-of-mouth behavior through the mediating variable of satisfaction. Based on these results, the study proposes practical solutions to help beauty salons enhance business efficiency and cultivate customer loyalty within the Ho Chi Minh City market.