在全世界保養品行業競爭環境中,歐美保養品牌一枝獨秀運用對偶像風格提供穩定行銷,而在台灣保養品及化妝品工廠都淪為歐美保養品代工廠居多。Kenmy保養品牌是MIT (Made in Taiwan)的保養品牌深入美容工作室和沙龍系統二十年,而產品信任對於保養品品牌形象與服務品質更有助於顧客忠誠度提升,進而提升品牌競爭力。 本研究針對台灣MIT中小企業Kenmy保養品牌對於消費者產品信任、服務品質、品牌形象與忠誠度並試圖建構其模式,並探討各個構面之間的影響性。大部分企業在世界各地努力推動品牌的產品信任,品牌形象,服務品質,並有助於採取積極的忠誠購買。各保養品品牌公司,需要得到顧客支持進而獲取顧客忠誠度,而忠誠度已經成為一個重要的方面,可以增加公司的市場佔有率。研究對象為購買過Kenmy保養品牌之消費者與專業美容工作者,總計發出250份問卷,回收246份問卷及其有效問卷244份,有效回收率為97%。本研究結果顯示:(1)產品信任對服務品質有正向顯著影響;(2)信任對品牌形象有正向顯著影響;(3)產品信任對忠誠度有正向顯著影響;(4)服務品質對品牌形象有正向顯著影響;(5)忠誠度對品牌形象有正向顯著影響(6)服務品質在產品信任和品牌形象中,具有完全中介效果(7)忠誠度在產品信任和品牌形象中,具有完全中介效果。因此,加強台灣Kenmy保養品的管理方式與組織夥伴的向心力,藉由服務品質助益組織內外部的學習、流通、整合與效率,進而促進企業組織績效和競爭力的提升,使企業得以永續經營。 關鍵字:產品信任、服務品質、品牌形象、忠誠度、MIT保養品品牌
In spite of the fierce competition in the international cosmetics industry, European and American companies continue to use idols to help market their products and remain the leading brands. As a result, most Taiwanese skincare and cosmetics makers are at best OEM factories for European and American cosmetics companies. Kenmy is an MIT (made in Taiwan) cosmetics brand having worked with beauty workshops and salons for two decades. Product trust obviously can help improve customer loyalty as long as brand image and service quality are maintained and upgrade brand competitiveness. This study is intended to examine the trust of consumers toward products, as well as the service quality, brand image and customer loyalty of Kenmy and to construct a corresponding model to explore the influence between the dimensions. Most enterprises invest efforts around the world to promote their product trust, brand image and service quality to upgrade customer loyalty. Every cosmetics company needs customer support and loyalty. Customer loyalty is an important factor in a company’s market share. The study is conducted on consumers and professional beauticians who have purchased Kenmy cosmetics. 250 questionnaire copies are issued and 246 copies retrieved. The valid copies totaled 244, making the valid response rate 97%. The outcome of the study shows 1) product trust has positive significant influence on service quality; 2) product trust has negative significant influence on brand image; 3) product trust has positive significant influence on loyalty; 4) service quality has positive significant influence on brand image; 5) loyalty has positive significant influence on brand image; 6) service quality has complete mediating effects on product trust and brand image; and 7) loyalty has partial mediating effects on product trust and brand image. Therefore, strengthening the management of Kenmy Cosmetics and the identification of business partners and improvement of service quality to enhance learning, circulation, integration and efficiency in and outside the organization can promote corporate performance and competitiveness to help the company achieve sustainable management. Keywords: Product trust, service quality, brand image. Loyalty, MIT cosmetics brand