Open Access Journal Article

The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland

by Jia Wei- Sim a  and  Indrapriya Kularatne a,* orcid
Otago Polytechnic Auckland International Campus, Auckland, New Zealand
Author to whom correspondence should be addressed.
JRE  2024, 13; 3(1), 13;
Received: 7 November 2023 / Accepted: 3 March 2024 / Published Online: 5 March 2024


The business world is a competitive place, and enterprises must cultivate sustainable relationships with their clients to gain customer loyalty. Concepts of relationship marketing (RM) are becoming vital in the service industry. Different RM strategies are used to attract customers, but some of these strategies do not achieve customer loyalty as easily as predicted due to customers’ changing behaviour patterns. This paper investigates the impact of RM strategies on customer loyalty through relationship qualities (customer satisfaction and trust) by concentrating on the high-end hairdressing sector in Auckland. Additionally, this research investigates the expectations of customers of high-end hair salons formed by RM strategies, which influence their satisfaction, trust, and customer loyalty to their service provider. The results indicate that brand image shows a significant relevance to trust, satisfaction, and customer loyalty claiming that brand image is an essential element of RM. Additionally, this investigations revels that, hair salons in Auckland are looking forward to ascertaining a sustainable relationship with their clients through a spectrum of strategies such as positive brand image, good service quality, reasonable price, and good value deals to earn optimistic relationship quality, which will ultimately escalate to customer loyalty. Findings of this research will be useful in supporting hair salons to gain a greater understanding of their customers by adopting effective RM strategies.

Copyright: © 2024 by Sim and Kularatne. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (Creative Commons Attribution 4.0 International License). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

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ACS Style
Sim, J. W.; Kularatne, I. The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland. Journal of Regional Economics, 2024, 3, 13.
AMA Style
Sim J W, Kularatne I. The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland. Journal of Regional Economics; 2024, 3(1):13.
Chicago/Turabian Style
Sim, Jia W.; Kularatne, Indrapriya 2024. "The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland" Journal of Regional Economics 3, no.1:13.
APA style
Sim, J. W., & Kularatne, I. (2024). The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland. Journal of Regional Economics, 3(1), 13.

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