The Increased Satisfaction of Customer Loyalty: An Impact of Variety Seeking Moderation
This study was conducted in Indonesia. It is included as analytical research that conducted at salons registered with the Jayapura City Regional Revenue Service. Through a survey using a questionnaire instrument for data collection and a non-probability sampling method with a purposive sampling technique for sample selection, we obtained a sample of 200 customers. The results showed that customer satisfaction has a positive influence on customer loyalty, and it is evident that variety-seeking moderates the effect of customer satisfaction on customer loyalty of salon services in Jayapura City- Indonesia.