Customer satisfaction and customer loyalty in the subscription-based services: UK beauty sector

Nowadays, purchasers can buy any goods or services at any time of the day and anywhere with a click of a
button. This is due to the contribution of information technology evolution and the upsurge of the commerce
marketplace. Based on the study by McKinsey and Company on e-commerce consumers, it was recorded that
nearly half of the purchasers (46%) already paid for online streaming services such as Netflix and Spotify and
around 15% have been subscribing to a subscription box services, which is also known as box retailing, such
as Stitch Fix and Blue Apron during one-year of the investigation. Accordingly, the growth of subscriptionbased
services can be seen in the business environment. It is essential to study this innovative business
model in depth.
In this research, customer satisfaction and customer loyalty have been analysed in the context of UK
beauty subscription box retailers. Various grounded theories and research have been implemented in order
to achieve the research aims and objectives. The researcher has reviewed theoretical frameworks that have
been examined and applied empirically to analyse customer satisfaction and customer loyalty in SBS business
this study, from four Cs (Andonova et al., 2021), customer loyalty management in beauty subscription box
retail services (Lee et al., 2019) various conceptual customer loyalty frameworks (Nguyen, 2020; Sun, et
al., 2010); (Soldatova, et al., 2021).
In the empirical study, the research writer has adopted quantitative methods for the analysis of data
collected from the designed questionnaire. The questionnaire was formulated based on the conceptual
frameworks, which consisted of 63 questions to test eight variables of customer satisfaction and customer
loyalty. The questionnaire was given to qualified applicants who had subscribed to a beauty box before in the
UK and gathered around 200 responses. While carrying out the research, there have been some limitations,
such as it is only studied for UK customers who subscribed to the box, which is explained in the research as
well. In order to accomplish this research, the conclusion should be reached and answered to all main research
questions of the study.