Customer satisfaction and customer loyalty in the subscription-based services: UK beauty sector

Nowadays, purchasers can buy any goods or services at any time of the day and anywhere with a click of abutton. This is due to the contribution of information technology evolution and the upsurge of the commercemarketplace. Based on the study by McKinsey and Company on e-commerce consumers, it was recorded thatnearly half of the purchasers (46%) already paid for online streaming services such as Netflix and Spotify andaround 15% have been subscribing to a subscription box services, which is also known as box retailing, suchas Stitch Fix and Blue Apron during one-year of the investigation. Accordingly, the growth of subscriptionbasedservices can be seen in the business environment. It is essential to study this innovative businessmodel in depth.In this research, customer satisfaction and customer loyalty have been analysed in the context of UKbeauty subscription box retailers. Various grounded theories and research have been implemented in orderto achieve the research aims and objectives. The researcher has reviewed theoretical frameworks that havebeen examined and applied empirically to analyse customer satisfaction and customer loyalty in SBS businessthis study, from four Cs (Andonova et al., 2021), customer loyalty management in beauty subscription boxretail services (Lee et al., 2019) various conceptual customer loyalty frameworks (Nguyen, 2020; Sun, etal., 2010); (Soldatova, et al., 2021).In the empirical study, the research writer has adopted quantitative methods for the analysis of datacollected from the designed questionnaire. The questionnaire was formulated based on the conceptualframeworks, which consisted of 63 questions to test eight variables of customer satisfaction and customerloyalty. The questionnaire was given to qualified applicants who had subscribed to a beauty box before in theUK and gathered around 200 responses. While carrying out the research, there have been some limitations,such as it is only studied for UK customers who subscribed to the box, which is explained in the research aswell. In order to accomplish this research, the conclusion should be reached and answered to all main researchquestions of the study.