TAILIEUCHUNG - The determinants of customer satisfaction when purchasing in-store cosmetics in Vietnam

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. | VNU Journal of Science: Education Research, Vol. 32, No. 5E (2016) 76-89 The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam Pham Thi Lien*, Do Ngoc Bich VNU International School, 144 Xuan Thuy Str., Cau Giay Dist., Hanoi, Vietnam Received 22 November 2016 Revised 02 December 2016, Accepted 22 December 2016 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. 1. Introduction * of using unbranded products [2]. Many scandals of cosmetic containing toxic ingredients, being fake products and cheap beauty care have been revealed in authority channels; the customers, as a consequence, pay more attention to reliable sources of the products and also have followed the trend of using international brands. Moreover, customers now might access the products on a huge number of information sources [3] regarding benefits of using suitable cosmetics [4]. Hence, these factors have led to the growth in the sale revenue of the cosmetic industry in Vietnam in particular. Secondly, .

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• Service quality
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