Brand Loyalty: Factors that Influence /Promote Customer Loyalty in Taiwan Cosmetic Industries
Graduation Date
2008
Document Type
Master's Thesis
Document Form
Degree Name
Master of Arts
Program Name
School of Business and Leadership | Management
Abstract
The author had conducted this research to explore and examine how cosmetic manufacturers in Taiwan promote themselves to create and improve customer loyalty. By establishing a safe and healthy image for their brands, cosmetic manufacturers hope to build consumers’ trust and satisfaction towards their brands, which in turn are the bases of long-term loyalty. The structure of this thesis also investigates the effects of brand qualities, customer satisfaction, and consumer relationship toward the overall consumer loyalty. In addition, the demographic data of Taiwan was also analyzed to demonstrate how changes in the demographic affect consumer behaviors.
The author had identified that the key to a successful cosmetic business is to maintain a steady customer base. Factors such as brand qualities, customer satisfaction, and consumer relationship would help improve the overall consumer loyalty in cosmetic industry in Taiwan. Therefore, the author concludes that beside the factors, for example, price, regular marketing promotions, and marketing channels, brand qualities, customer satisfaction, and consumer relationship would play important roles toward the overall consumer loyalty.