RESEARCH ON CUSTOMER SERVICE RESHAPING THE COMPETITIVENESS OF MEDICAL BEAUTY——TAKE MEILAI MEDICAL BEAUTY HOSPITAL CO., LTD. AS AN EXAMPLE
Received: 31.08.2021; Revised: 26.09.2021, Accepted: 08.11.2021, Published Online: 03.12.2021
Dr Law Kian Aun
Lecturer, Lincoln University College Malaysia
Zhang Xue
MBA Student, Lincoln University College Malaysia
Zhang Zhi Liang
MBA Student, Lincoln University College Malaysia
Zhou Xuan Ying
MBA Student, Lincoln University College Malaysia
Zong Hao Jun
MBA Student, Lincoln University College Malaysia
Sun Xinjia
MBA Student, Lincoln University College Malaysia
ABSTRACT
Because of China’s shift to an “experience economy,” the strength and idea of national consumption have been changed, and rising purchasing power has made consumers less focused on material demands and more interested in psychological and spiritual ones. The conventional industry is slow, whereas new species such as Perfect Diary, HarMay and The Colorist have all formed and expanded in a short period of time based on this foundation
It’s no secret that market developments have had an impact on Zhengzhou Meilai Medical Beauty Hospital, which has risen beyond the medical beauty category to become a successful representation of the younger generation, drawing clients and converting them into long-term, loyal customers. Experiential marketing dominates the company’s marketing strategy. Literature on the subject reveals that client repurchase intentions are significantly influenced by experiential marketing. Using literature research, case analysis, and a questionnaire survey, this article will examine medical beauty experience marketing and how it affects consumers’ repurchase intentions in today’s market. It will also examine Zhengzhou Meilai Medical Beauty Hospital’s experience marketing practices. Customer repurchase intention is the dependent variable in the questionnaire model, which is based on strategic experience modules (SEMs). Using SPSS, the information is sorted and analyzed to see how experience marketing characteristics affect consumer repurchase intent.
This article is a theoretical achievement, which opens up the presentation and optimization of medical beauty experience marketing and makes specific contributions to the continued growth and enhancement of medical beauty experiential marketing theory. Finally, three optimization approaches are proposed: paying attention to the ebb and flow of time, fostering distinctive skills, and implementing an innovation policy based on going abroad and bringing in.
Keywords: Experiential Marketing, Repurchase Intention, Medical Beauty