Exploring the Impact of Internal, External, and Interactive Marketing on Beauty Enterprises

Bundit Sawunyavisuth, Saksuriya Traiyarach and Narissara Palusuk
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Bundit Sawunyavisuth: Khon Kaen University, Thailand
Saksuriya Traiyarach: Khon Kaen University, Thailand
Narissara Palusuk: Khon Kaen University, Thailand

International Journal of Asian Business and Information Management (IJABIM), 2025, vol. 16, issue 1, 1-15

Abstract: This research aims to investigate the effects of customer interaction (CUI), word of mouth (WOM), and re-purchase intention (REP) within a beauty clinic. This mixed-methods approach employed both qualitative and quantitative research methodologies, utilizing semi-structured interviews and collecting and analyzing numerical data to provide a comprehensive understanding of the industry's trends, patterns, and statistical correlations. Among 416 consumers in beauty clinics, both internal marketing and external marketing had positive effects on CUI, with coefficients of 0.222 and 0.462, respectively. CUI also had positive effects on WOM and REP with coefficients of 0.666 and 0.640, respectively. Internal marketing, external marketing, and CUI, particularly WOM and REP, were the main marketing factors for beauty businesses.

Date: 2025
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