The Study on Relationship among Service Quality Customer Satisfaction and Customer Loyalty of Shishedo’s Cosmetic Counter-The Case of Female College Student in Taipei City
|關鍵字:||服務品質;顧客滿意度;顧客忠誠度;化妝品專櫃;Service Quality;Customer Satisfaction;Customer Loyalty;Cosmetic Counter|
The global cosmetic industry will still keep growing and become more competitive in the future especially In Taiwan. How do cosmetic companies survive in the highly competitive market? How do cosmetic companies become special and unique in consumers’ mind? Product differentiation is not as large as before due to mature development of technology. Therefore, the service quality of cosmetic counters’ salespeople may have important impact on customer satisfaction and loyalty gradually. From past studies, researchers discovered that customer loyalty could enhance the revenue of a company. Furthermore, customer loyalty is one of the main sources resulting in competitive advantage of a company. Therefore, this research tries to study relationships among service quality, customer satisfaction and customer loyalty by collecting information from consumers and then analyzing the influence of service quality and customer satisfaction on customer loyalty in order to provide cosmetic companies with useful suggestions. From this study, we discover that five dimensions of service quality including physical aspect, reliability, personal interaction, problem solving and policy all have positive influence on customer satisfaction especially in the “personal interaction” dimension. Besides, customer satisfaction also has positive influence on customer loyalty. However, only a part of dimensions of service quality have direct impact on customer loyalty. The result of this study can give cosmetic companies direction about how to improve their service quality and how to allocate resources in an effective way.
|Appears in Collections:||Thesis|
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