The Effect of Social Factors on Service Encounters Satisfaction and Customer Loyalty

Mohammad Suleiman Awwad


This study investigates the direct effect of social factors (namely, social regard social comfort, and friendship) on customer satisfaction, and the indirect effect of these factors on customer loyalty, through the mediating effect of customers’ satisfaction, in hair salons in Jordan. In addition, the study analyzed the moderating role of customers’ gender and age on the effects of social factors on customer satisfaction and loyalty. Quantitative data was collected, through a questionnaire instrument, from a convenience sample of 528 customers while they are in hair salons. Statistical analysis of the study's model was conducted using structural equation modeling technique (AMOS software). Empirical test of the model’s hypotheses has indicated that customers' satisfaction toward hair salons services is depend on friendship, social comfort, and social regard respectively, while customers' loyalty to service provider depend on customer satisfaction. The effect of social regard on customer satisfaction was significant for younger customers, while social comfort was significant for older customers. The findings of this study provide several recommendations for future research.


social factors, friendship, social comfort, social regard, satisfaction, loyalty.

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