| Summary: | 碩士 === 國立屏東大學 === 商業自動化與管理學系碩士班 === 107 === In recent years, the Korean culture and creative industry has continued to grow, and Korean pop culture has become a major trend that the public has followed. This trend is not only popular in Asia, but even spread to Europe and the United States. The higher the popularity of Korean pop culture, the greater the familiarity of consumers with Korea and the awareness of Korean brands for international consumers. In the past, Korean brands' Cosmetic were not common in Taiwan, but Korean pop culture continued to advance and spread to the whole world. The export value of Cosmetic is constantly growing. Now, Korean brands' Cosmetic are everywhere. The brand is all-encompassing, including doing skin care products and perfumes, etc., almost everything. In today's progressive society, the proportion of Taiwanese consumers using Cosmetic has become more and more common. Therefore, the purpose of this study is to use the Korean beauty brand as the main axis to collect a large number of Taiwanese consumers' experience in using Cosmetic, and to analyze the differences in service quality between Taiwanese consumers and Korean brand Cosmetic, and then make recommendations on the conclusions. In this study, the five major facets of the PZB service quality model are used as the basic source, and the SWOT analysis is used to classify the opinions of consumers, and then the gray correlation analysis is used to calculate the expectations of Taiwanese consumers for Korean brand Cosmetic and their Awareness of service outcomes.
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