Tác giả:      Pham Thi Lien, Do Ngoc Bich

In trong:      Chuyên san Kinh tế và Kinh doanh

Số:            Tập 32, Số 5, 2016, tr. 76-89

Ngôn ngữ:  Tiếng Anh

Từ khóa:     Customer satisfaction, cosmetics, marketing mix, service quality

Tóm tắt:    This study attempts to explore the determinants of customer satisfaction when customers purchase cosmetics in-store in Vietnam market. Additionally, this paper also explores the relationship of constructed variables with the main variable - customer satisfaction. This research adopts the quantitative research method. The data was collected from 300 clients who directly purchased the cosmetics in-store in the big cities of Hanoi, Ho Chi Minh City and Da Nang. Half of questionnaires were handed out at stores by the researchers and the rest was distributed on a beauty forum (social media) to maintain the validity and reliability of the collected data. The results of this study explored and confirmed the influences of visual appearance, marketing mix and service quality in forming customer satisfaction. Also, this paper highlights the combination of marketing and branding activities in generating customer satisfaction in cosmetic purchase.

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