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The purpose of this study was to design the Weakened Loyalty model through Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching. The sample in this study was a patient of a beauty clinic who did treatment for one year or more and had moved from another clinic. The sample used was 173 respondents. Data analysis using Structural Equation Modeling with PLS approach. The data meets convergent validity and composite reliability. The results of the analysis prove that negative WOM, variety seeking behavior and dissatisfaction are factors that have the potential to weaken loyalty, because these three variables have a significant direct effect on brand switching. However, it does not directly affect patients to really weaken loyalty. Dissatisfaction can mediate relationship between Negative WOM and Brand Switching.

Weakened Patient Loyalty Model at Beauty Clinics: Based on Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching