The Study on Customer Satisfaction of the Cosmetics at Counters in Department Stores
碩士 === 國立臺灣大學 === 國際企業學研究所 === 94 === This thesis integrates the models of both American and European Customer Satisfaction Index (ACSI and ECSI) and then uses the Linear Structural Equation Models (LISREL) to analyze the Taiwanese female customer satisfaction of the cosmetics at counters in departm...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/78461895252456667928 |
| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 94 === This thesis integrates the models of both American and European Customer Satisfaction Index (ACSI and ECSI) and then uses the Linear Structural Equation Models (LISREL) to analyze the Taiwanese female customer satisfaction of the cosmetics at counters in department stores. The research is trying to discover the factors affecting the evaluation of customer satisfaction in the counter cosmetics market and build a model of the cause-and-effect structure for it, by which the managers can correctly allocate resources to exalt the customer satisfaction. The product involvement is also considered a moderator variable in the research to study its influence on the model. The data analysis of questionnaires leads to the conclusions below:
1. Perceived product quality and perceived service quality are the most significant factors affecting customer satisfaction. Furthermore, the effect degree of perceived product quality is higher than perceived service quality.
2. Customer expectation does not have the significant effects on customer satisfaction.
3. Corporate image has significantly positive effects on customer loyalty.
4. Complaint behavior has significantly negative effects on customer satisfaction but lacks significant effects on customer loyalty.
5. Product involvement does not influence the causes or effects of customer satisfaction.
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