Management and Economics
| Open Access |
DOI: The Role of Customer Experience in Shaping Brand Image in The Massage Industry
Stukalov Alexander Alexeevich , Operations Director, LYAG Massage Studio (Bali) Moscow, RussiaAbstract
This article explores the role of customer experience in establishing and strengthening brand image in the massage industry. It examines the significance of emotional engagement, organizational conditions, and professional expertise in shaping consumer perception. The study’s novelty lies in the recommendations derived from a combination of reviewed literature and personal practical experience. The scientific and practical relevance is driven by the high demand for such services and the increasing market competition.
The paper outlines key sources analyzed through the lens of loyalty enhancement strategies. It investigates the challenges of maintaining a consistent service standard and a personalized approach that fosters a positive brand image. Special attention is given to the integration of aesthetic factors, digital feedback channels, and staff training, all of which contribute to long-term audience retention. The study aims to identify the reasons why a combination of factors surrounding massage services fosters strong customer trust. The findings will be valuable for salon managers, marketers, and researchers in related fields.
Keywords
massage brand, customer experience, loyalty, emotional perception, service quality
References
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