| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 103 === The purposes of this study are to apply the grounding theory derived from the theoretical interconnected relationships between and among marketing mix, customer satisfaction, and customer loyalty into the case study of Korean cosmetics in Taiwan. To carry out the empirical study, the current study survey was adopted responses that experience Korean cosmetic products in Kaohsiung city, Taiwan. Consisted with the prior studies above, this case study illustrated the importance set of these three inter-constructs was for bettering the company’s marketing activities, particularly through previous theoretical conclusions built as for: (1) marketing mix has the positive relationship with customer satisfaction; (2) customer satisfaction has relationship with customer loyalty; (3) marketing mix has relationship on customer loyalty; (4) customer satisfaction mediates the relationship between marketing mix and customer loyalty; (5) customer satisfaction moderates the relationship between marketing mix and customer loyalty. Generally, according to the previous insights above, that is the present case study to support the theoretical interconnected relationships, such as the foundational constructs of marketing mix, customer satisfaction and customer loyalty, enabling to develop its Korean cosmetics business in Taiwan.
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