化妝品體驗價值、顧客滿意度與顧客忠誠度關係之研究調查-以DR.CINK品牌為例

Research on the Relationship between Cosmetic Experience Value, Customer Satisfaction and Customer Loyalty - Take DR.CINK as an Example

陳佩玲(Pei-Ling Chen)

指導教授 ： 劉凱平 ； 許鎦響

嶺東科技大學/商管學院/企業管理系高階經營管理碩士在職專班/碩士(2021年)

摘要

本研究目的在探討化妝品體驗價值、顧客滿意度與顧客忠誠度關係，並以台灣品牌DR.CINK為例。本研究利用Google表單設計化妝品體驗價值問卷，並針對來店顧客進行問卷調查，有效樣本為146份。
本文問卷調查共有性別、年齡、教育程度、職業、月所得、平均消費額、消費頻率、如何知道等8項基本資料。本調查女生佔89.7%、年齡以40-50歲佔33.6% 最多、學歷以專科及大學佔62.3% 最多、職業以上班族佔74.7% 最多、月所得以3-4萬元佔48.6% 最多、每次平均消費金額以2,000-4,000元佔45.2% 最多、消費頻率以無固定佔53.4% 最多、如何知道DR. CINK品牌以網路訊息佔43.8% 最多。

關鍵字

體驗價值 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The subjective of this research is to explore the relationship among the value of cosmetics experience, customer satisfaction and customer loyalty, taking the Taiwan brand DR.CINK as the object of study. Questionnaires on cosmetics experience value were developed with Google forms and handed out to customers visiting the store. A total of 200 copies of the questionnaires were distributed, with 146 valid questionnaires obtained, a valid response rate of 73%. Empirical studies and evaluations were conducted based on the data acquired.
The questionnaire survey in this research consists of eight types of basic personal information: gender, age, educational level, occupation, personal monthly income, average purchase, purchase frequency, and how you heard about DR.CINK. Of these 8 categories in this survey, women accounted for most of all the respondents, 89.7%; 40-50 year olds, 33.6%; university and college graduates, 62.3%; working class, 74.7%; monthly income of NT$30,000-40,000, 48.6%; average purchase for NT$2,000-4,000, 45.2%; no fixed purchase frequency, 53.4%; and learning about DR.CINK via online information, 43.8%.

並列關鍵字

Value of Experience ； Customer Satisfaction ； Customer Loyalty

參考文獻

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