A Study of Counter Cosmetics Loyalty: Take the Gender of Make-up Artist as Moderator

• Main Author: 陳煜南
• Other Authors: 潘立芸
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/k2vt73

碩士 === 逢甲大學 === 企業管理學系 === 102 === 　　Nowadays, more and more corporations apply experiential marketing as new tool for marketing strategy as Starbucks and IKEA. Counter makeup artist not only to sell products and also provide consultation and demonstration of makeup technique. Counter makeup artist is required some especial salesperson characteristics in order to improve relationship quality between consumer and seller, and also improve customer satisfaction and build up customer loyalty. This study aims at how cosmetic brand to build up customer loyalty based on experiential marketing and salesperson characteristics and also discuss impact of perceived value, relationship quality, customer satisfaction and customer loyalty. 　　This study constructed a model to examine by SPSS18.0. Experiential marketing and salesperson characteristics are referred as independent variables, and perceived value, relationship quality, customer satisfaction and customer loyalty are referred as dependent variables, and taking the gender of make-up artist as moderator. The result shows that experiential marketing and salesperson characteristics have positive influence on perceived value and through relationship quality, and customer satisfaction indirect impact on customer loyalty. Besides, male make-up artist has positive influence on the salesperson characteristics to perceived value. Therefore, the results of this research may provide cosmetics counters formulate experiential marketing strategies and select salesperson characteristics implementation reference.