| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 104 === The goal of this research is to explore the relationships among brand image, customer satisfaction and customer loyalty of a domestic cosmetics company.
In this study, research framework, hypothesis and variables operational definitions were proposed after series of literature review. Questionnaires were developed to collect primary data. Using members from a domestic cosmetic company-A as the study sample, a total of 387 effective questionnaires were collected. Analysis processed by SPSS 22.0 statistic software to explore the relationships between each variables.
Research results show that: (1) brand Image is significantly affected by customer’s gender; loyalty is significantly affected by customer’s average income, (2) a positive brand image leads to higher satisfaction; higher satisfaction has a greater effect on customer’s loyalty; better brand image also leads to higher loyalty, (3) customer’s satisfaction has a moderating effect between brand image and loyalty.
Lastly, This research finding could be used as a reference to cosmetic company-A to upgrade their brand image and further enhance customer’s satisfaction and loyalty.
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