The Impact of Emotionally Driven Service on Customer Loyalty in the Beauty Services Sector

Purpose. This article aims to theoretically substantiate and empirically investigate the impact of emotional service on customer loyalty in the beauty industry. It identifies key emotional interaction factors that enhance customer satisfaction and the competitive advantage of beauty service providers. Design / Method / Approach. The study employs an empirical approach based on a survey conducted at the “Women Place” beauty salon in Odesa, Ukraine. Forty regular clients participated, evaluating the significance of emotional and personalized service components. Data was analyzed using descriptive statistics and visualized through percentage-based charts. Findings. The research reveals that personalized communication, staff politeness, cleanliness, interior design, music, and aromatherapy influence customer loyalty. Emotional service plays a critical role in shaping positive client experiences and strengthening brand affiliation. Clients value not only service quality but also the emotional atmosphere and individual approach. Theoretical Implications. This study contributes to understanding emotional service as a strategic tool for loyalty development in the Ukrainian beauty industry. It broadens the theoretical framework by integrating emotional labor, non-verbal communication, and personalization into customer behavior analysis. Practical Implications. The findings offer practical recommendations for beauty business managers to improve emotional interaction processes, implement CRM systems, and develop customer-oriented strategies to retain clientele and reduce churn. Originality / Value. This is one of the first comprehensive empirical studies in Ukraine examining emotional service in loyalty formation, considering sensory, behavioral, and personalized dimensions. Research Limitations / Future Research. The study is limited to one beauty salon. Future research may compare other market segments and explore demographic factors influencing emotional service perception. Article Type. Applied Research.