ABSTRACT
This study aims to examine the impact of service quality, customer satisfaction, and customer trust on the loyalty of $1 barbershop’s customers. There aren’t any studies focusing on consumer behaviour in barbershop services. This study involved 200 male participants who visited a barbershop. Data were analysed by using exploratory and structural equation model for hypothesis testing. This study found that service quality significantly affected customer satisfaction, loyalty, and trust. In addition, customer satisfaction and customer trust significantly changed customer loyalty, and customer satisfaction significantly affected customer trust. This result is useful as a recommendation for practitioners and future research.
