The Power of Positive Interaction in Brand Loyalty: A Qualitative Exploration of the Nail Salon Industry in Ireland

Ossa Leiva, Romina Daniela (2025) The Power of Positive Interaction in Brand Loyalty: A Qualitative Exploration of the Nail Salon Industry in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

The nail salons industry has a lack of information about their own as field, and at the moment does not exist any information about loyalty brand in nail salons, for that reason, this research has as objective to explore about positive interaction and how it affect to the loyalty brand of nail salons of Ireland , the relevancy of this is could recognise it for apply it as possible strategy.

This qualitative study was realised by collecting information through a semi-structured interview, which was applied to twelve regular clients of nail salons of Ireland and the analysis was with the Customer Journey Mapping model.

The finding mentions the main touchpoints considered for clients as; added value extras, the treatment that the staff give to the clients and the client satisfaction and loyalty, inter alia.

The results of this research showed how through the emotional connection between nail technician the client develop emotional engagement with the nail salon and strengthen the customer loyalty, producing like this a strong strategy which can be applied in any nail salon of Ireland.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Hurley, David UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Cosmetics Industry H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business (- 2025) > Master of Science in Entrepreneurship
Depositing User:	Ciara O'Brien
Date Deposited:	12 Feb 2026 09:34
Last Modified:	12 Feb 2026 09:34
URI:	https://norma.ncirl.ie/id/eprint/9126

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