Brand Image, Product Quality, Service Quality, Relationship Quality, Customer Loyalty: A Case Study of the Cosmetic Industry

• Main Authors: Liu Chun Hung, 劉峻宏
• Other Authors: Yang Tusung Ju
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/49985687676164855880

碩士 === 明新科技大學 === 服務事業管理研究所 === 101 === In recent years, the market of cosmetic industry is keeping expand. New brands are ongoing spring up, and make the competition became more and more intense. Each cosmetic brands industry has the big issue to think about how to create the competitive advantage of differentiation in the limited resources and an increasingly competitive environment. In this study, the main research direction is how to increased customer loyalty. This paper using SPSS and statistical models to explore the causes and effects of the brand image, product quality, service quality and relationship quality with respect to customer loyalty via demographic variables and purchasing habits , trying to identify the implications on management and establish suitable sales strategies. This paper wants to know about the impact effects of cosmetic brand's brand image, product quality, service quality and relationship quality on customer loyalty. The result of the study were as follow:(1)A cosmetics’ brand image positively affects positively product quality;(2)A cosmetics’ brand image positively affects positively affects quality;(3)A cosmetics’ product quality positively affects positively relationship quality;(4)A cosmetics’ service quality positively affects positively relationship quality;(5)A cosmetics’ relationship quality positively affects positively affects customer loyalty;(6)The different population of customer significantly affects the six of the model.