The Research of the Correlations Between Cosmetics Product Promotion and Consumer Relationship Management

• Main Authors: Liu, Yi-Chun, 劉怡君
• Other Authors: Chang, Tin-Chang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/27851180994977734685

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 101 === The relationship between improving customer relationship management (CRM) with sellers is regarded as a goal to achieve in every aspect of companies. The goal leads to customers satisfaction degree and requirement so as to reach loyalty. The paper focuses on cosmetics industry and the method of the research relies on questionnaires which explore whether there is positive impact on quality, satisfaction and loyalty between sellers and consumers based on practicing CRM. Moreover, the paper provides information on whether or not there is a positive impact between customers satisfaction degree and loyalty in terms of CRM. The finding shows the analysis of correlations among CRM pertaining to service quality, customers’ satisfaction and customers’ loyalty there is a moderate correlation among information management, cosmetics promotion products, approaches to publicize and service quality. With regard to the price in marketing, there shows a dramatic negative correlation with service quality. Last but not least, the finding demonstrates a significant impact among service quality, customers’ satisfaction and loyalty during the procedure of practicing CRM.