The interaction of brand experience, satisfaction, trust, and loyalty in beauty and wellness centers: A study on consumer behavior

Objectives: The purpose of the study is to examine the relationships between brand experience, satisfaction, trust, and loyalty in the context of beauty and wellness centers. It focuses on understanding how these factors influence customer perceptions and long-term brand relationships, especially in the competitive health tourism market. Materials and methods: Between October 2024 and February 2025, 577 participants (139 male, 438 female; median: 43.47 years) from beauty and health centers were included in the data analysis. The survey used validated scales adapted from previous studies to measure brand experience, satisfaction, trust, and loyalty. Statistical analyses, including factor, correlation, and regression analyses, were conducted using SPSS to test the proposed hypotheses. Results: The findings reveal that brand experience significantly influences customer satisfaction and trust, which in turn are the strongest determinants of brand loyalty. While brand experience directly influences loyalty, its effect is less pronounced compared to the mediating roles of satisfaction and trust. The study highlights the importance of creating memorable and emotionally engaging brand experiences to foster trust and satisfaction, which ultimately drives loyalty. Conclusion: The study concludes that beauty and wellness centers should prioritize customer-centric strategies that enhance brand experience, satisfaction, and trust to build long-term loyalty. This includes providing high-quality, personalized services, maintaining transparency, and creating aesthetically pleasing and emotionally engaging environments. These efforts are critical to gaining a competitive advantage and ensuring sustainable growth in the medical tourism market.