LIFE-STYLE MARKETING: AN ALTERNATIVE THEORETICAL MODEL OF SERVICE MARKETING DIMENSION (AN EMPIRICAL STUDY ON BEAUTY SALON CUSTOMERS IN JAKARTA)

Beauty salon business is fast growing in line with the economic growth and changes in modern life-style. In such a situation, whereby market potential also rapidly advances, low life-time sustainability of beauty salon industry prevails. Indicated by the shifting in customer requirements, beauty salon services orientation should adapt to the changes in the customer requirements in order to survive.

This research was conducted to identify beauty salon customer requirements nowadays. A new requirement was identified, i.e. life-style–besides the already existing marketing mix requirements. The expected final objective of this research is to define life-time sustainability using correct marketing mix.