Service Quality, Promotional Strategies, Relationship Marketing and Customer Loyalty of a Beauty Care Clinic

The beauty clinic and skincare industry is rapidly expanding due to evolving beauty standards, consumer self-awareness, and demand for safe, sustainable, and effective treatments. In this competitive sector, service quality, promotional strategies, and relationship marketing play crucial roles in fostering customer loyalty and ensuring business sustainability. Anchored on the SERVQUAL model, Communication Accommodation Theory, Social Exchange Theory, and Expectancy Theory, this study examined the extent of service quality, promotional strategies, relationship marketing, and customer loyalty in a beauty care clinic in Western Visayas. Using a quantitative descriptive, comparative, and correlational design, data were collected from 385 customers across nine branches through a validated and reliable survey instrument. Findings revealed that service quality, relationship marketing, and customer loyalty were rated to a very great extent, while promotional strategies were rated to a great extent, with repeat visits and referrals emerging as the most influential. Correlation analysis confirmed significant relationships among all variables, highlighting that assurance, empathy, and fair pricing are strong drivers of client trust and long-term loyalty. The study concludes that while the clinic demonstrates excellent performance, enhancing social media and public relations strategies could further strengthen promotional impact and customer retention. These findings provide empirical insights for strategic planning, enabling beauty care clinics to improve client acquisition, satisfaction, and sustained competitiveness.