The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam
Main Article Content
Abstract
This study attempts to explore the determinants of customer satisfaction when customers purchase cosmetics in-store in Vietnam market. Additionally, this paper also explores the relationship of constructed variables with the main variable - customer satisfaction. This research adopts the quantitative research method. The data was collected from 300 clients who directly purchased the cosmetics in-store in the big cities of Hanoi, Ho Chi Minh City and Da Nang. Half of questionnaires were handed out at stores by the researchers and the rest was distributed on a beauty forum (social media) to maintain the validity and reliability of the collected data. The results of this study explored and confirmed the influences of visual appearance, marketing mix and service quality in forming customer satisfaction. Also, this paper highlights the combination of marketing and branding activities in generating customer satisfaction in cosmetic purchase.
Keywords:
Customer satisfaction, cosmetics, marketing mix, service quality.
References
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[2] Passport, “Beauty and personal care in Vietnam”, Available at: http://www.portal.euromonitor.com/portal/analysis/tab (Accessed: 22 December 2016).
[3] Kotler, P. & Armstrong, G., Principles of marketing, Sixteenth; Global ed., Pearson, Harlow, Essex, England, 2016.
[4] World Bank Vietnam, Available at: http://data.worldbank.org/country/vietnam (Accessed: 21 December 2016).
[5] Kotler, P., Marketing Management, 10th ed., New Jersey, Prentice-Hall, 2001.
[6] Oliver, R.L., Satisfaction: A Behavioral Perspective on the Consumer, New York: Printce Hill, 1997.
[7] Fornell, C., The satisfied customer: Winners and losers in the battle for buyer preference, Palgrave Macmillan, 2007.
[8] Tse D. K. & Wilton P. C., “Models of Consumer satisfaction Formation: An Extension”, Journal of Marketing Research, 25 (1998), 204-212.
[9] Olsen, S.O, “Comparative Evaluation and the Relationship Between Quality, Satisfaction and Loyalty”, Psychology & Marketing, 22 (2002), 247-268.
[10] Ekini, Y., Dawes, P. and Massey, G., “An extended model of the antecedents and consequences of consumer satisfaction for hospitality and services”, European Journal of Marketing, 42 (2008) 1/2, 35-38.
[11] Luk Chung-Leung, Yau OHM, Chow RPM, Tse ACB, Sin LYM, “Stakeholder orientation and business performance: The case of service companies in China”, J Int Mark 13 (2005) 1, 89-110.
[12] Fornell, Claes, “A National Customer Satisfaction Barometer: The Swedish Experience”, Journal of Marketing, 56 (January 1992), 1-21.
[13] Fombrun, C., Reputation - Realizing value from the corporate image, Boston, Mass: Harvard Business School Press, 1996.
[14] Lele, M.M. and Sheth, J.N., The customer is key: Gaining an unbeatable advantage through customer satisfaction, New York: John Wiley & Sons, Inc., 1991, 23-45.
[15] Bolton, Ruth N., “A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction”, Marketing Science, 17 (Winter 1998), 45-65.
[16] ISO 9000 Quality Systems Handbook (5th ed.). Measuring Business Excellence. 2008, 12:78-78.
[17] Li Fei, Wang Gao, “4Ps Research on Improvement of the Marketing Mix Model”, Management World, 2006, 9-16.
[18] Liu Fang, Yan Jian-ren, “Product Value and Marketing Strategies”, Market Modernization, 2007: 188.
[19] Stanley F. Slater, G. Tomas, M. Hult, Eric M. Olson, “Factors Influencing the Relative Importance of Marketing Strategy Creativity and Marketing Strategy Implementation Effectiveness”, Industrial Marketing Management, 2009 (3).
[20] Grant C., “Theodore Levitt’s marketing myopia”, Journal of Business Ethics, 1999, 18-397.
[21] Bryant, E. Barbara, “American Customer Satisfaction Index: Methodology Report”, National Quality Research Center. University of Michigan Business School. An Arbor, MI 48109-1234, 1995.
[22] Anderson, E. W., Fornell, C., Foundations of the American Customer Satisfaction Index”, Journal of Total Quality Management, Vol. 11, 7, 869-882, 2000.
[23] Hokanson, S., “The Deeper You Analyse, The More You Satisfy Customers”, Marketing News, January 2, 1995, p. 16.
[24] Mohsan, F., Nawaz, M.M., Khan, S.M., Shaukat, Z. and Aslam, N., “Impact of customer satisfaction on customer loyalty and intentions to switch: Evidence from banking sector of Pakistan”, International Journal of Business and Social Science, 2 (2011) 16.
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[26] Keller, K.L. and Lehmann, D.R., “Brands and Branding: Research findings and future priorities”, Marketing Science, 25 (2006) 6, 740–759. doi: 10.1287/mksc.1050.0153.
[27] Cadogan, J.W., Foster, B. D., “Relationship selling and customer loyalty: An empirical investigation”, Marketing Intelligence & Planning, 18 (2000) 4, 185-199.
[28] Gobé, M., Emotional branding, New York: Allworth Press, 2001.
[29] Duff, M., “Niche Marketing of cosmetics”, DSN Retailing Today, 38 (2007), 29-35.
[30] Parasuraman, A., Zeithaml, V. A., & Malhotra, A., “E-S-Qual: A multiple item scale for assessing electronic service quality”, Journal of Service Research, 7 (2005), 214-223.
[31] Wilson A., Zeithaml V.A., Bitner M.J., Gremler D.D., Services Marketing, McGraw-Hill Education, 2008.
[32] Kim, D. & Sun, K., “Does customer satisfaction increase firm performance? An application of American Customer Satisfaction Index (ACSI)”, International Journal of Hospitality Management, 35 (2013), 68-77.
[33] Russell RS, Taylor BW., Operations Management, 7th, International student version. ed. Hoboken, N.J: John Wiley, 2011.
[34] Sproles, G.B. and Kendall, E.L., “A methodology for profiling consumers’ decision-making styles”, Journal of Consumer Affairs, 20 (1986) 2, 267-279.
[35] Egan, J. (2015), Marketing communications, Second ed, SAGE, London, 1986.
[36] Lovelock, C. H., Services Marketing (4th ed), New Jersey: Prentice Hall, 2010.
[37] Insight, SJ, New research sheds light on daily ad exposures. Available at: https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/ (Accessed: 22 December 2016).
[38] Peter, J.P. & Olson, J.C., Consumer behavior and marketing strategy, McGraw-Hill, New York, 2010.
[39] Chung, I. K., & Lee, M. M., “A Study of Influencing Factors for Repurchase Intention in Internet Shopping Malls”, Parallel and Distributed Processing Symposium Proceedings International, 22 (2003) 26, 7.
[40] Kotler, P., “Atmospherics as a marketing tool”, Journal of Retailing, 1973, 48-49.
[41] Yildirim, K., Akalin-Baskaya, A., & Hidayetoglu, M. L., “The effects of the store window type on consumers’ perception and shopping attitudes through the use of digital pictures”, Gazi University Journal of Science, 20 (2010) 2, 33-40.
[42] Berman, B., & Evans, J. R., Retail management: A Strategic Approach, Prentice Hall, 1995.
[43] Turley, L. W., & Milliman, R. E., “Atmospheric effects on shopping behavior: A review of the experimental evidence”, Journal of Business Research, 49 (2000) 2, 193-211.
[44] Chang, K., “The impact of perceived physical environments on customers’ satisfaction and return intentions”, Journal of Professional Services Marketing, 21 (2000) 2, 75.
[45] Heung, V., & Gu, T., “Influence of restaurant atmospherics on patron satisfaction and behavioral intentions”, International Journal of Hospitality Management, 31 (2012), 1167-1177.
[46] Andaleeb, S. S., & Conway, C., “Customer satisfaction in the restaurant industry: An examination of the transaction-specific model”, Journal of Services Marketing, 20 (2006) 1, 3-11.
[47] Bryman, A., Bell, E., Business Research Methods, Oxford University Press, Oxford, 2011.
[48] Keller, K. L., Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd ed, Prentice Hall, NJ, 2003.
[49] Frings, G. S., Fashion: From Concept to Consumer (8th Ed.), New Jersey: Pearson/Prentice Hall, 2005.
[50] Christina O'Loughlin, “Application of the European Customer Satisfaction Index to Postal Services. Structural Equation Models versus Partial Least Squares”, Department d'Economia, Universitat de Girona, September, 2002.
[51] Kim J, Mueller CW, Factor Analysis: Statistical Methods and Practical Issues. Vol 14. Beverly Hills, London: Sage Publications, 1978.
[52] Tucker, L. R., Koopman, R. F., Linn, R. L., “Evaluation of factor analytic research procedures by means of simulated correlation matrices”, Psychometrika, 34 (1969), 421-459.
[53] Tavakol M, Dennick R. “Post-examination analysis of objective tests”, International Journal of Medical Education, 2 (2011), 53-55.
[54] Pallant J. SPSS Survival Manual: A Step by Step Guide to Data Analysis using IBM SPSS. 6th ed. Maidenhead, Berkshire, England: McGraw-Hill Education, 2016.
[55] Ang, S.H., and Lim, E.A.C, “The influences of metaphors and product types on brand personality perception and attitude”, Journal of Advertising, Vol.35, 760-772, 2006.
[56] Lau, K.C. & Phau, I., “Impact of gender on perceptual fit evaluation for prestige brands”, The Journal of Brand Management, 17 (2010) 5, 354-367.
[57] Rompay, T.J.L. & Veltkamp, M., “Product packaging metaphors: Effects of ambiguity and explanatory information on consumer appreciation and brand perception”, Psychology & Marketing, 31 (2014) 6, 404-415.
[58] Fill, C., Marketing communications: Engagements, strategies and practice, 4th ed, Financial Times Prentice Hall, Harlow, 2005.
[59] Aaker, D.A., Building strong brands, Free Press, New York, 1996.