Customer Loyalty Enhancement of Online-to-Offline Marketing in Beauty Industry

P. P.L. Leung, C. H. Wu, W. H. Ip, G. T.S. Ho, Wing Sing Cho, K. K.Y. Kwong

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

4 Citations (Scopus)


In the competitive and low entrance barrier beauty industry, customer loyalty is a critical factor for business success. Research literature of customer relationship management recommends various factors contributing to customer loyalty in the general setting, however, there are insufficient studies empirically weigh the importance of each critical factor for the beauty industry. This study investigates and ranks empirically the critical factors, which contributes to customer loyalty of Online-to-Offline (O2O) marketing in the beauty industry. Our result shows that customer satisfaction, customer switching costs, customer trust, corporate image and customer value positively influence customer loyalty of O2O marketing and in the order of decreasing importance. Attributes contributing to the five critical factors have also been studied and ranked. Findings of this study can help the beauty industry to develop an effective O2O marketing plan and hence customer loyalty can be enhanced through the process of implementing targeted marketing activities.
Original languageEnglish
Title of host publicationProceedings - 4th International Conference on Enterprise Systems
Subtitle of host publicationAdvances in Enterprise Systems, ES 2016
Number of pages9
ISBN (Electronic)9780769559841
Publication statusPublished - 16 Mar 2017
Event4th International Conference on Enterprise Systems, ES 2016 - Deakin University, Melbourne, Australia
Duration: 2 Nov 20163 Nov 2016


Conference4th International Conference on Enterprise Systems, ES 2016


  • Analytical Hierarchy Process
  • beauty industry
  • customer loyalty
  • O2O marketing

ASJC Scopus subject areas

  • Information Systems and Management
  • Computer Networks and Communications
  • Management Science and Operations Research


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