EXAMINING KEY INFLUENCERS OF BRAND EXPERIENCE ON CUSTOMER ENGAGEMENT IN THAILAND’S AESTHETIC SECTOR

Abstract

Through a comprehensive literature review, this study develops a conceptual framework that examines the relationships between service fairness, service experience, perceived brand ethicality, brand experience, and customer engagement in Thailand's aesthetic industry. The framework, derived from the analysis of existing literature, demonstrates how fair treatment, quality service experiences, and ethical perceptions collectively shape brand experience and subsequently influence customer engagement. By synthesizing prior research, this study positions brand experience as a key mediating factor, illuminating the theoretical pathways through which aesthetic service providers can cultivate stronger client relationships. The literature-based framework provides theoretical insights for industry practitioners seeking to enhance customer engagement through service excellence and ethical brand alignment. This research extends the customer engagement literature by highlighting how ethical considerations and service quality interact to build brand experience and foster engagement in the aesthetic sector, as evidenced by existing scholarly work.