지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
이용수
초록· 키워드
오류제보하기
This survey was performed to investigate the influence of the cognitive service quality of skin care cosmetics on customer satisfaction and the influence of customer satisfaction on repurchase intention. The purpose of this study is to provide a implications for cosmetic production and sellers to get customers. In this survey a questionnaire of 1,230 female were used for statistical analysis. For data analysis SPSS version 21.0 and Amos 18.0 were used for frequency·factorial·reliability·correlation·covariance structure analysis.
As a result of hypothesis analysis, the service quality of skin care cosmetics has been extracted to three factors as reliability, functionality and price. Each of three factors influences positively overall service quality and the overall service quality influences all factors as customer satisfaction, repurchase intention, service value. The correlation between service quality, customer satisfaction, service value, repurchase intention has all been verified. As in other industry, the hypothesis that the service quality of cosmetics influences positively customer satisfaction, service value, repurchase intention was supported, which indicates that service quality is an important variable for cosmetics industry management strategy. The survey result shows that the correlation of service quality, functionality, price influence the overall service quality in the order of reliability > price > functionality. In conclusion, in the cosmetics industry, reliability including brand image should be more focused rather than price competitiveness or functional quality in the marketing strategy.
목차
등록된 정보가 없습니다.
참고문헌 (27)
참고문헌 신청
이 논문의 저자 정보
최근 본 자료
댓글(0)
0