A Study of Relationship among Brands' Image, Products Quality, Service Quality, Perceived Value and Customer Satisfaction of Luxury Cosmetic

• Main Authors: Sheng-hsien Chen, 陳盛賢
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/19691931577238473112

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 104 === Abstract Cosmetic market size has been expanding in recent years, and the emerging of big and crossover brands has intensified vicious competition in Taiwanese cosmetic industry. Whereas cosmetic companies can start from differentiating brand image or improving product quality, service quality and relationship quality to compete in this highly competitive environment with limited resources and to create self competitive advantages to win consumer support. The purpose of this study focuses on how to effectively raise customer loyalty. This thesis, using statistical software Statistical Product and Service Solution (SPSS) to study different demographic variables and consuming habits, discusses the influence of cosmetic industry’s brand image, product quality, service quality, perceived value on customer loyalty, and to further understand the implication of management and then formulate corresponding marketing strategies. This thesis found that the establishment of luxury cosmetic companies must build good images and provide excellent product quality and service quality. By doing so one can improve customers’ perceived value of luxury cosmetics while at the same time can increase customer satisfaction and returned customers. The results show that brand image has a significantly positive effect on perceived value, product quality has a significantly positive effect on perceived value, service quality has a significantly positive effect on perceived value, perceived value has a significantly positive effect on customer satisfaction, and great difference between demographic variables and dimensions. Keywords: Brand Image, Service Quality, Customer Satisfaction.