The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam
p. 76-89
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VNU Journal of Science: Education Research
2017
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oai:112.137.131.14:VNU_123-603772017-12-11T08:15:59Z The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam Pham, Thi Lien Do, Ngoc Bich Customer satisfaction cosmetics marketing mix service quality p. 76-89 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. 2017-11-22T04:14:20Z 2017-11-22T04:14:20Z 2016 Article http://repository.vnu.edu.vn/handle/VNU_123/60377 en ;Vol. 32, No. 5E (2016) application/pdf VNU Journal of Science: Education Research |
| institution |
Vietnam National University, Hanoi |
| building |
VNU Library & Information Center |
| country |
Vietnam |
| collection |
VNU Digital Repository |
| language |
English |
| topic |
Customer satisfaction cosmetics marketing mix service quality |
| spellingShingle |
Customer satisfaction cosmetics marketing mix service quality Pham, Thi Lien Do, Ngoc Bich The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam |
| description |
p. 76-89 |
| format |
Article |
| author |
Pham, Thi Lien Do, Ngoc Bich |
| author_facet |
Pham, Thi Lien Do, Ngoc Bich |
| author_sort |
Pham, Thi Lien |
| title |
The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam |
| title_short |
The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam |
| title_full |
The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam |
| title_fullStr |
The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam |
| title_full_unstemmed |
The Determinants of Customer Satisfaction When Purchasing In-store Cosmetics in Vietnam |
| title_sort |
determinants of customer satisfaction when purchasing in-store cosmetics in vietnam |
| publisher |
VNU Journal of Science: Education Research |
| publishDate |
2017 |
| url |
http://repository.vnu.edu.vn/handle/VNU_123/60377 |
| _version_ |
1680966263194517504 |