Open AccessThe importance of website quality to brand loyalty: The case study of beauty salons in Vietnam
Author(s) -
Van Nam,
Quoc Nghi Nguyen
Publication year - 2021
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2021.7.003
Subject(s) - beauty , advertising , business , brand loyalty , quality (philosophy) , structural equation modeling , loyalty , marketing , impression , psychology , art , mathematics , aesthetics , philosophy , statistics , epistemology
Website quality is an important factor, positively affecting brand impression and perceived quality, thereby promoting brand loyalty. The study was conducted to indicate the relationship between website quality, perceived quality, brand impression, and brand loyalty of customers towards beauty salons in Vietnam. Research data were collected using a quota sampling with 300 customers who have used salon services. By applying the structural equation modeling (SEM), the study showed that the website quality of beauty salons has a positive impact on the brand's impression and perceived quality of customers. Besides, the brand impression positively influences the perceived quality of customers and improves brand loyalty to beauty salons.