| Summary: | 碩士 === 萬能科技大學 === 化妝品應用與管理研究所 === 107 === With the diversification of marketing，the 21st century has com to multiply marketing. In the daily life of food，clothing，housing，travel，education，andentertainment，we can see the trace of experiential marketing.
Based on this，this study explores the correlationamong cosmetics experience marketing, customer satisfaction and brand loyalty which was exemplified by Mary Kay，a direct selling company.
This study adopts the questionnaire survey method to analyze Mary Kay dealers (beauty consultants) andthe customers in the north, middle and south regions of Taiwan, and use the online questionnaires and paper questionnaires simultaneously.The dealer questionnaire was collected 308 copies (300 valid) questionnaires, and 310 customer questionnaires (254 valid).The research methods use descriptive statistics, reliability and validity analysis, correlation analysis, factor analysis, single factor analysis of variance, multiple regression analysis and research hypothesis.
The results are as follows:
Both the dealer (beauty consultant) and the client have the same results.
(1) experiencemarketing has a significant positive impact on Mary Kay customer satisfaction.
(2) customer satisfaction has a significant positive impact on brand loyalty.
(3) experiencemarketing has a significant positive impact on Mary Kay brand loyalty.
(4) experiencemarketing has an indirect impact on brand loyalty through the intermediary effect of customer satisfaction.
This study also found that in recent years, Mary Kay dealers (beauty consultants) and customers are younger, and dealers (beauty consultants) and customers in northern Taiwan account for about 60%. The proportion of operating dealers (beauty consultants) to self-use dealers is about 3:7.Even VIP customers will be converted to self-use dealers (beauty consultants). After learning and being motivated, they may become business-oriented distributors (beauty consultants).
It is recommended that in the future, experience marketing can be combined with artificial intelligence (AI), such as palm-sized skin tester, which is convenient, instant and free from time and space constraints, and through cloud big data analysis, customers are more convincing of all-round beautiful skin care products, healthy food formulas, lifestyle, diet, etc., and achieve better and more comprehensive health promotion and beauty. Both operators and customers can get more optimized, more professional, more accurate, and more immediate tools and customized services to create a better future.
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