Measuring the impact of customer loyalty programs and mediating factors on customer loyalty: the beauty & health retailing stores in Hong Kong

Studying the acceptance of customer loyalty from the perspective of Hong Kong’s local customers was the objective of this research, which focused on the beauty and healthcare product retail industry and intended to help industry practitioners to better understand the needs of customers and to strengthen their strategies in devising or improving plans to promote their products and services. Ten constructs and 25 hypotheses were developed, with 53 questionnaire items in the proposed model. Quantitative methodology and cross-sectional research were adopted.The research findings showed that Hong Kong beauty and healthcare product customers generally support customer loyalty, with consideration of price sensitivity, price image, and communication with customer. The findings indicated that the soft attribute of customer loyalty program was negatively affecting the store loyalty in the local beauty and healthcare retailing industry with moderating effect from the price sensitivity.