The relationship between service quality, customer satisfaction, religiosity and switching intention: a study of muslimah salon and spa in Sumatera Barat, Indonesia

This study aims to identify the relationship between service quality, customer satisfaction and, religiosity and switching intention to shariah-based salon and spa in Sumatera Barat, Indonesia. From there, a conceptual framework was developed. In this research, PLS-SEM is employed to study the relationship between variables. The data was collected using survey method by distributing QR code linked to online questionnaire Google Form. This research involved 243 valid data from salon and spa customers in Sumatera Barat, Indonesia. The study uses Smart PLS 3.3.3 to analyze the data. The findings indicate that religiosity has a direct and indirect effect on salon and spa customer intention to switch to shariah-based salon and spa. The study also figures service quality of the current salon and spa positive effects customer satisfaction. However, hypotheses stating that service quality and customer satisfaction there is a positive effect on switching intention to shariah-based salon and spa is rejected. It is also found that satisfaction does not mediate the relationship between service quality and switching intention. The result of this research can be used by practitioners and salon and spa business owners in conducting their salon and spa. The findings extend the researcher’s understanding predictors that influences salon and spa customer in switching from the current salon to a shariah-based salon