Analysis Of Factors Affecting Customer Satisfaction And Customer Loyalty In Medical And Beauty Institutions

With the rapid development of economy,the improvement of living standard,the spread of Internet technology and the change of people's traditional concept,more and more people can accept and even desire to change their image with the help of moderm medical beauty technology.Cosmetic surgery is no longer the exclusive of patients with body defects,the medical and beauty industry has become a new sunrise industry with huge market development potential.According to Transparency Market Research,the global medical and beauty market is expected to make nearly $191.7 billion in revenue by the end of 2019.The prosperous market has attracted more competitors,which has promoted healthy competition in the industry,besides,it has raised various marketing expenses.Forcing medical and beauty institutions to recognize that the core competitiveness of a company must start from the needs of customers,improve customer satisfaction and customer loyalty so as to get competitive advantage,which is the only way for everlasting businesses.This paper uses various methods of literature reading,questionnaire,analytic hierarchy process(AHP)and statistical analysis of data,meanwhile,combines the practice of medical beauty service industry to determine the two factors that influence the customer satisfaction and customer loyalty,afterwards,questionnaires were sent out to many medical beauty institutions to obtain the survey results.Then using the yaahp AHP software and SPSS statistical analysis software,the methods of reliability analysis,validity analysis,correlation analysis,regression analysis and variance analysis to analyze the survey results and find out the factors that influence customer satisfaction and customer loyalty.Finally,according to the analysis results,put forward measures to enhance customer satisfaction and customer loyalty.The results of this study show that medical beauty institutions need to improve customer satisfaction and customer loyalty in terms of the medical environment,the price of products or services,the emotional value,the perceived value of service and promotional activities,etc.Improve the management of customer information and the ideas of project promotion and operation management,then summarize the best operation practice suitable for the enterprise.