Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
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This Author published in this journals
All Journal International Journal of Accounting & Finance in Asia Pasific
Lee, Yan Lin
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Beauty Beyond Products: Exploring the Drivers of Customer Satisfaction in Malaysia’s Leading Health and Beauty Retailer Lee, Yong Yu; Xia, Kun Peng; Lee, Shi Ying; Lee, Che Ying; Lee, Huey Shan; Lee, Wei Yin; Lee, Yan Lin; Kumaran B, Varun; Ali, Anees Janee; Kee, Daisy Mui Hung
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i3.4213

Abstract

Drawing on service-dominant logic and the framework of stimulus-organism-response, our study investigates the mechanisms through which service attributes influence customer satisfaction in health and beauty retail. Analysis of survey data from 99 Watsons Malaysia customers reveals that staff behavior directly influences both perceived service quality and customer satisfaction, while service accessibility shapes satisfaction primarily through customer emotional responses and perceived service quality. The findings demonstrate the distinct pathways through which different service attributes contribute to satisfaction outcomes, with both cognitive and emotional responses playing crucial mediating roles. This study advances service management theory by illuminating the complex mechanisms underlying customer satisfaction formation and provides practical guidance for retail managers in designing effective service improvement initiatives. The results highlight the importance of considering both direct and indirect pathways when developing service enhancement strategies in health and beauty retail contexts.
Co-Authors Ali, Anees Janee Kee, Daisy Mui Hung Kumaran B, Varun Lee, Che Ying Lee, Huey Shan Lee, Shi Ying Lee, Wei Yin Lee, Yong Yu Xia, Kun Peng