Role of Trust in Influencing Service Recommendation from Customers for Beauty Service Industry

Tapish Panwar and Kalim Khan

Metamorphosis: A Journal of Management Research, 2022, vol. 21, issue 1, 19-30

Abstract: The research aims to deconstruct trust in beauty service into underlying latent variables with observable predictors. It further analyses the influence of these latent variables on the service recommendation behaviour of customers for beauty service. Factor reduction using EFA and structural equation modelling using CFA with AMOS 18 was applied on two samples of 214 and 225 respondents. The two latent constructs strongly representing trust were identified as “trust due to customer education†and “trust due to safety and hygiene.†These factors were found to play a significant role in service recommendation when it comes to beauty service.

Keywords: Beauty service; trust; service recommendation; customer education; service marketing (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:sae:metjou:v:21:y:2022:i:1:p:19-30

DOI: 10.1177/09726225211066204

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