品牌形象、服務品質、顧客滿意度與顧客忠誠度關係之研究－以MAKE UP FOR EVER彩妝通路為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/28007

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Title:	品牌形象、服務品質、顧客滿意度與顧客忠誠度關係之研究－以MAKE UP FOR EVER彩妝通路為例
Other Titles:	The Relationships among Brand Image, Service Quality, Customer Satisfaction and Customer Loyalty--An Example of MAKE UP FOR EVER Cosmetics Channel
Authors:	林昀嫻 LIN, YUN-XIAN
Contributors:	企業管理學系管理科學碩博士班郭東昇 KUO, TUNG-SHENG
Keywords:	品牌形象;服務品質;顧客滿意度;顧客忠誠度 Brand Image;Service Quality;Customer Satisfaction;Customer Loyalty
Date:	2019
Issue Date:	2022-02-22 15:04:07 (UTC+8)
Abstract:	女性消費者近年在參與社交活動、典禮、婚禮對於自我造型及妝容更加求新求變，因此，個人彩妝經濟當道，彩妝師個人工作室如雨後春筍般，形成大量的競爭，彩妝師開始對於自己使用的彩妝產品，選擇使用顯為人知的品牌彩妝產品，期望使用名牌彩妝產品，提昇自己在客戶的專業度。　　本研究以品牌形象、服務品質、顧客滿意度、顧客忠誠度之關係，以 MAKE UP FOR EVER 彩妝通路為例，探討彩妝通路如何建構顧客忠誠度，並加以探討服務品質、顧客滿意度、顧客忠誠度之影響。本研究以台灣190位新娘秘書、專業造型師作為研究對象，以品牌形象、服務品質、顧客滿意度、顧客忠誠度作為研究，共回收有效問卷190份，再以軟體SPSS 18處理驗證，研究結果顯示：品牌形象及服務品質對顧客滿意度是具有正向影響力；顧客忠誠度會正向影響品牌形象；而在服務品質及顧客滿意度之中，則會間接影響顧客忠誠度。　　In recent years, female consumers usually pay more attention on the innovation of their own makeups and fashion styles before attending social activities, ceremonies, and weddings. Thus, the economic benefits of personal makeup and makeup artist personal studio just spring up like mushrooms, which form a big competitive market. the makeup artists also change their makeup products from the general products sold in drug stores to the famous and branded one. They hope by using the branded products, they can show and improve their professionalism to the customers.　　This study investigates the relationship between brand image, service quality, customer satisfaction, and customer loyalty. The Channel of Make Up For Ever cosmetics was used as the example to explore the relationship on how the Channel can shape customer loyalty. Furthermore, it also explores the impact of service quality,customer satisfaction, and customer loyalty. In this study, 190 bridal makeup artists and professional stylists in Taiwan were used as the object of study. Based on brand image, service quality, customer satisfaction, and customer loyalty, a total of 190 questionnaires were collected (response rate: 100%). SPSS 18 statistical software was use for data analyzing and verification. The result shows that: brand image and quality of service have a positive impact towards customer satisfaction; Customer loyalty has a positive impact towards brand image; Quality of service and customer satisfaction indirectly affect customer loyalty.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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