CUSTOMER LOYALTY IN THE MANICURE INDUSTRY: THE ROLE OF SERVICESCAPE AND EXPECTATION MANAGEMENT

Mei-Hui Fu*

Graduate School of Technological and Vocational Training, 

National Yunlin University of Science and Technology

Department of Hair Styling and Salon Management, Shu-Te University

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* Corresponding author: Mei-Hui Fu

Address: No. 59, Hengshan Rd., Yanchao District, Kaohsiung City 82445, Taiwan

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Abstract

In the increasingly competitive beauty services market—particularly within Taiwan’s rapidly expanding manicure industry—understanding the factors that influence customer loyalty has become a strategic priority. While past studies have explored the impact of the physical environment in hospitality and retail contexts, research systematically examining how environmental cues affect loyalty in personal care services is limited. This study investigates the relationship between the physical service environment and customer loyalty in manicure settings, emphasizing the mediating role of expectancy disconfirmation. Grounded in Expectancy Disconfirmation Theory (EDT), this study developed a conceptual framework incorporating three core constructs: the physical environment, expectancy disconfirmation, and customer loyalty. We administered a structured questionnaire to consumers in Kaohsiung, Taiwan, who had recently received manicure services. A total of 318 valid responses were collected through purposive and convenience sampling. The development of the measurement items was guided by established service quality and customer behavior frameworks. The measurement items were adapted from validated scales from past studies, and statistical analysis was conducted using SPSS and PROCESS Macro. Descriptive statistics showed that respondents rated their experiences with high favorability across all constructs. ANOVA and t-tests revealed significant differences in perceptions and behaviors across gender, age, income, and education, indicating that consumer evaluations of service environments are contingent on demographic variables. Multiple regression analyses confirmed that the physical environment significantly and positively affected customer loyalty and expectancy disconfirmation. Expectancy disconfirmation was found to be a strong predictor of loyalty. Empirically, mediation analysis using the bootstrapping method revealed that expectancy disconfirmation partially mediated the relationship between the physical environment and customer loyalty. While the physical environment directly enhanced loyalty, its indirect effect—via the customer’s evaluation of whether expectations were exceeded—was also crucial. The findings empirically support all seven study hypotheses (H1–H7). The theoretical contributions extend servicescape and expectancy disconfirmation models to the manicure industry, an underexplored yet significant segment of the beauty service sector. This study provides empirical insight from an Asian consumer context, supporting the generalizability of Western-derived service marketing theories in emerging markets. From a managerial perspective, the findings underscore the importance of designing aesthetically appealing service environments and strategically managing customer expectations. Beauty salon operators are encouraged to enhance environmental stimuli (e.g., lighting, scent, music, layout) while delivering personalized service experiences that exceed customer expectations to foster greater loyalty and competitive differentiation.

Key words: customer loyalty, physical environment, expectancy disconfirmation, manicure services, servicescape, consumer behavior.

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