PERCEPTION OF SERVICE QUALITY AFFECTING REPURCHASE OF AESTHETIC CLINIC CUSTOMERS IN ROI ET PROVINY

Abstract

This research aimed to: 1) examine the level of perceived service quality among users of beauty clinics in Roi Et Province; 2) examine the level of revisit intention among users of beauty clinics in Roi Et Province; 3) compare revisit intention among users of beauty clinics in Roi Et Province based on personal factors, including gender, age, educational level, occupation, and average monthly income; 4) investigate the relationship between perceived service quality and revisit intention among users of beauty clinics in Roi Et Province; and 5) examine the effects of perceived service quality on revisit intention among users of beauty clinics in Roi Et Province. Data were collected using a questionnaire from a sample of 400 users of beauty clinics in Roi Et Province. The data were analyzed using descriptive statistics and inferential statistics, including one-way analysis of variance (ANOVA), Pearson's product-moment correlation coefficient, and multiple regression analysis. The results revealed that the overall level of perceived service quality of beauty clinics in Roi Et Province was high ( = 4.37, S.D. = 0.49). Similarly, the overall level of revisit intention among users of beauty clinics in Roi Et Province was high ( = 4.30, S.D. = 0.55). Perceived service quality was positively correlated with revisit intention at a moderate level, with correlation coefficients ranging from 0.452 to 0.696. Furthermore, the findings indicated that four dimensions of perceived service quality significantly affected revisit intention. Responsiveness had the greatest effect on revisit intention (Beta = .274), followed by assurance (Beta = .249), empathy (Beta = .202), and tangibles (Beta = .168), respectively.

Keywords: Service Quality, Aesthetic Clinic, Repurchase