| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === Abstract
As a result of time changes, cosmetics to females have become necessary products rather than luxury ones. Recently, cosmetics market has changed dramatically. For consumers, in addition to the increasing demand due to more purchases from the young people, consumers’ knowledge about products’ ingredients and functions also enhances. The competition among cosmetics suppliers is intensified as well. For the purpose of attracting consumers’ purchases, the suppliers continue to low their products’ prices and frequently use promotion activities (e.g., NT$ 100 voucher for every NT$ 1000 purchase). All these pricing strategies and promotion activities eventually lessen the financial payoff for the suppliers.
Under the environmental conditions such as the intensified-market competition and the limited-growth demand, it is difficult for the suppliers to attract new customers. Recognizing this difficulty, the suppliers have considered to retaining their existing customers that is the key indicator for the competitive advantage. Therefore, this study focuses on what drives the customer retention for brand S. In this study, the author investigates the effects of four aspects (such as product, brand, promotion and location) on customer retention.
The research findings the aspects of product and brand only marginally contribute to customer retention. The location aspect may contribute to customer retention to a certain degree. However, the promotion aspect, especially to salesperson, has the most influential effect on customer retention. Accord to the empirical results, managerial implications are discussed and the suggestions for future research are recommended.
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