Loyalty of the $1 barbershop customers: Investigating the roles of service quality, satisfaction, and trust

This study aims to examine the impact of service quality, customer satisfaction, and customer trust on the loyalty of $1 barbershops’ customer. There is a lack of study focusing on consumer behaviour relating to barbershop services. This study involved 200 male participants who were approached conveniently, those who visited a barbershop. Data were analysed using exploratory and structural equation model for hypotheses testing. This study found service quality significantly affected customer satisfaction, customer loyalty, and customer trust. Besides, customer satisfaction and customer trust significantly changed customer loyalty, and customer satisfaction significantly affected customer trust. This study discusses recommendations for practitioners and future research. satisfaction and loyalty. As a result, tangible and responsiveness were insignificant to influence customer loyalty whereas reliability, empathy, and assurance were. Additionally, responsiveness, empathy, and assurance were significant to influence satisfaction whereas tangible and reliability are insignificant. A similar approach with different findings has been shown by Khan and Fasih (2014b). These scholars included five dimensions of service quality to be used to measure satisfaction and customer loyalty and found that all the dimensions were good predictors of satisfaction and loyalty. Loyalty of restaurant customers in Hong Kong was investigated by Lai (2015) employing service quality, perceived value, satisfaction, and affective commitment as predictor variables. Two of findings the scholar showed were a significant impact of service quality on satisfaction and loyalty. Further, a study with a bank industry setting was conducted by Hidayat, Akhmad, and Machmud (2015). According to these scholars, service quality and customer trust had a significant impact on customer satisfaction. Additionally, service quality and customer trust had a significant impact on satisfaction. Rasheed and Abadi (2014) investigated the customer loyalty in the service sector in Malaysia. In this study, service quality was connected to trust and perceived valued, trust to loyalty, and perceived value to loyalty. Some of the findings they demonstrated were a significant impact of service quality on trust, and trust on loyalty. Chou, Lu, and Chang (2014) focussed on the loyalty of high-speed passengers in Taiwan by using service quality and satisfaction to measure it. According to them, passengers had a concern on aspects of service quality including car cleanness, neat appearance of employee, employee service attitude, comfort of air conditioning, and on-time performance. They found a significant effect of service quality on customer satisfaction and customer loyalty, as well as the effect of customer satisfaction on loyalty. In the hotel industry, Saleem and Raja (2014) assessed the impact of service quality, customer satisfaction, and loyalty on brand image in a Pakistani setting. They found service quality to have a significant influence on customer satisfaction and loyalty, and customer satisfaction on loyalty Based on the discussion of the above literature, here are the hypotheses to be tested. H1 – Service quality will significantly affect customer satisfaction H2 – Service quality will significantly affect customer loyalty H3 – Service quality will significantly affect customer trust 1.1. 2 Customer satisfaction, customer trust, and