化妝品產業顧客忠誠之影響

目前銷售化妝品的方式除了專櫃、開架式、沙龍店或直銷外，網路及電視購物行銷也正持續增高發展中，消費者在面對如此多的通路上更可以進行蒐集和比較產品或價格的資訊，購買決策因而愈來愈敏銳。化妝品業者在面對如此精明的顧客，如何掌握顧客忠誠，已成爲研究和實務上的重要課題。本研究試圖由品牌權益、關係行銷、與銷售人員特質觀點，了解消費者知覺價值的程度對顧客忠誠的影響。本研究採用問卷調查法，調查對象爲臺灣北部地區購買生技中心(ITIS)所公佈之全球十大國際品牌之化妝品的消費者。經351位顧客並採用結構方程模式進行驗證得知，品牌權益、關係行銷及銷售人員特質會顯著正向影響知覺價值；此外，知覺價值會顯著正向影響顧客忠誠。本研究試圖發掘顧客忠誠之影響因素，提供實務上之建議以制定有效策略。

關鍵字

品牌權益；關係行銷；銷售人員特質；知覺價值；顧客忠誠

並列摘要

In addition to the current way of selling cosmetics counters, open-frame, sharon store or direct marketing, the Internet and television shopping sales are also continuing the development of increased consumer access in the face of so much more can be collected on and compare products or prices information, purchase decision and therefore more and more acute. Cosmetics industry in the face of such a smart customer, how for master customer loyalty has become an important issue for research and practice. This study attempts to by the point of view of brand equity, relationship marketing, and salesperson characteristics to understand the extent of consumer perceived value on customer loyalty. A questionnaire survey found that DCB IT IS center was the global top ten international brands of cosmetics consumers. The study investigates 351 customers and adopts Structural Equation Modeling (SEM) to test proposed model. The results indicate that brand equity, relationship marketing, and salesperson characteristics have significant and positive effect on perceived value; In addition, perceived value has significant and positive effect on customer loyalty. This study attempts to find out the influencing factors on customer loyalty and provide practical suggestions to make effective strategies.