화장품 브랜드 이미지가 고객만족도에 미치는 영향

• 영문명: The Influence of Cosmetics Brand Image on Customer Satisfaction
• 발행기관: 한국인체미용예술학회
• 저자명: 조현정(Hyun-Jung,Jo)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제23권 제2호, 141~154쪽, 전체 14쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2022.06.20

영문 초록

Cosmetics industry in which people perceive their outer look as a means to express themselves has gradually expanded. At the same time, market competition has become fiercer. It is ‘brand’ which has a considerable effect on customers’ purchase of cosmetics. Therefore, this study attempted to investigate the influence of cosmetics brand on customer satisfaction and suggest a plan for market competition in cosmetics industry by unveiling the medicating effects of service quality between cosmetics brand and customer satisfaction, and the results found the followings: Image brand had an influence on customer satisfaction while the quality of services revealed a mediating effect between brand image and customer satisfaction. Therefore, there should be further efforts for sustainable growth through value competition by enhancing brand image.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

화장품 브랜드이미지 고객만족 서비스품질 Cosmetics Brand Image Customer Satisfaction Service Quality