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Abstract

Purpose: This study aims to examine the formation of Generation Z loyalty in the context of aesthetic clinics by developing a Sequential S-O-R Framework. Unlike traditional models, this study conceptualizes the Organism component as a sequential psychological process that progresses from evaluative satisfaction to relational brand trust.


Research Method: A cross-sectional survey was conducted with 408 customers of aesthetic clinics in Medan City. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the proposed structural relationships among variables.


Results and Discussion: The findings support a statistically significant serial indirect pathway linking experiential marketing to loyalty through satisfaction and brand trust. However, because the study employs a cross-sectional design, the proposed ordering of satisfaction and brand trust should be interpreted as theoretically specified rather than as evidence of temporal or causal progression. Brand trust emerged as a stronger statistical predictor of loyalty than customer satisfaction within the tested model. Lifestyle showed a statistically significant, albeit very small, negative moderating effect on the relationship between experiential marketing and brand trust.


Implications: Aesthetic clinic managers should shift their focus from merely creating physical beauty experiences toward building systematic brand integrity to strengthen long-term customer loyalty.


Originality: This study contributes by integrating expectation-confirmation theory and commitment-trust theory within a Sequential S-O-R Framework to explain the complex psychological pathway of Generation Z loyalty formation.

Keywords

experiential marketing customer loyalty customer satisfaction brand trust Sequential S-O-R Framework

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Manurung, A. N., Aisyah, S., & Daulay, A. N. (2026). From Experience to Loyalty: The Sequential Process of Building Gen Z Trust in Aesthetic Clinics. Advances in Business & Industrial Marketing Research, 4(3), 271–299. https://doi.org/10.60079/abim.v4i3.1072
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