An exploration of the relationships between non-price promotion with customer value loyalty satisfaction and repurchase intention -An example of cosmetics in department stores in Kaohsiung

[[abstract]]近年來國際原物料上漲帶動國內整體物價亦隨之上漲，整體消費市場低靡，導致民眾之消費力及購買意願降低。但在綜合零售業中，百貨公司的成長率卻反之小幅成長。以高雄市的百貨公司為例，高雄捷運紅線及橘線的通車效應，帶動百貨市場商機。尤其對於業績佔比較高之化妝品而言，競爭更為激烈，在化妝品專櫃彼此之客源重疊，商品之替代性高，導致已趨近飽和之百貨公司化妝品市場營運更加艱辛。大部份的百貨公司化妝品專櫃還是以鞏固既有之主顧客及開發新客為主要策略，並藉由服務上創新及服務之差異化與多樣的促銷活動，來維持主顧客及搶奪新客。 本研究以高雄市消費者為研究對象，以便利抽樣問卷方式進行調查，共發出750份問卷，採用SEM結構方程模式探討非價格促銷及服務品質對顧客價值、忠誠度、滿意度及再購意願之關連性。同時，瞭解產品涉入度的調節效果並驗證變數間之相關性。研究結果顯示，非價格促銷及服務品質皆能讓顧客感受到價值，而且亦會提高顧客忠誠度及滿意度，導致再購意願。因此，百貨公司化妝品在策略規劃面需強化非價格促銷活動，在服務面必須提高服務品質創造差異化，重視顧客價值，才能提升企業競爭力。[[abstract]]Recently the inflation of international raw material results in the inflation and the market downcast in Taiwan Consumersâ purchasing intention and ability decreased But in the large retailing industry the department stores are raising slightly Accompanied by the Kaohsiung Rapid Transit System increased the commercial possibilities of department stores Especially in the cosmetics the competition is very drastically The customers of cosmetics are in the same market the product can substitute for others This effects of the cosmetics are harder to operate The strategies of most cosmetics in department stores are to strengthen their members and increase new members Using innovative service and differentiation and various promotion events to maintain members and attract new customers This study explores the consumers in Kaohsiung using convenience sampling and questionnaire survey to investigate 750 sampling and analyzing in SEM to explore the relationships between non-price promotion and service quality with customer value loyalty satisfaction and repurchase intention It is also the intent of this study to understand the effects of product involvement (moderating variable) and research hypothesis The results indicate that non-price promotion and service quality can reveal customer value enhance customer loyalty and satisfaction and increase repurchase intention Therefore cosmetics strategies in department stores need to strengthen the non-price promotion and improve service quality to create differentiation to place importance on customer value so that the competitiveness will be advance