To Explore The Factors of Customer Retention：An Analysis from The Company’s Perspective

[[abstract]]探討顧客保留之影響因素-從企業觀點分析 摘要 應時代的變遷，化妝品已從奢侈品轉變為女性不可或缺的生活日用品，近年來化妝品市場的變化幅度更勝以往，在顧客方面，除化妝人口擴大，使用者年齡下降外，消費者對產品成分及功效之認識大幅成長。且在產品、促銷及通路等方面，各廠商的競爭更是處於白熱化狀態，再加上通路商大打價格戰，促銷檔期間的消費滿千元贈百元禮劵的回饋，已成促銷的基本配備，使得廠商機無利潤可言。 廠商的競爭及整體市場成長幅度有限，在此大環境下，新顧客的獲取困難，既有顧客的保留就成了廠商在產業競爭力決勝負的關鍵。故本研究以S品牌為研究對象，針對該品牌大台北地區化妝品消費者進行調查，以產品、品牌、促銷及地點等四個面向來探討行銷活動如何影響顧客保留，進而探討影響的原因。 本研究發現，在品牌及產品方面，S品牌的產品雖在新技術、新成分及個人喜愛上獲消費者認同，但因品牌特性問題，無法有狂熱喜愛者(emotional customer)，反而是一般消費大眾因其品牌悠久及值得信賴而默默使用，故以明星商品凸顯品牌特性，創造出領導者的形象，為該品牌未來急需努力的方向。 在促銷部分，美容師的態度、專業及是否與顧客建立朋友關係是顧客保留的關鍵。透過第一次與顧客接觸時的專業展現，建立起顧客的信賴感，再以信賴感為基礎，與顧客建立起友誼關係，則是顧客持續回店的最佳方案。 在地點方面，S品牌在通路配置上相當完整，深入各商圈，可提供消費者非常便利及多樣的採購方式，故應利用此其他競爭對手所無的優勢，透過各”點”的宣傳達到整體”面”的效果，更可以各商圈單店的人脈經營，撇開在百貨公司的紅海促銷競爭，找到另一片藍海。[[abstract]]Abstract As a result of time changes cosmetics to females have become necessary products rather than luxury ones Recently cosmetics market has changed dramatically For consumers in addition to the increasing demand due to more purchases from the young people consumers’ knowledge about products’ ingredients and functions also enhances The competition among cosmetics suppliers is intensified as well For the purpose of attracting consumers’ purchases the suppliers continue to low their products’ prices and frequently use promotion activities (e g NT$ 100 voucher for every NT$ 1000 purchase) All these pricing strategies and promotion activities eventually lessen the financial payoff for the suppliers Under the environmental conditions such as the intensified-market competition and the limited-growth demand it is difficult for the suppliers to attract new customers Recognizing this difficulty the suppliers have considered to retaining their existing customers that is the key indicator for the competitive advantage Therefore this study focuses on what drives the customer retention for brand S In this study the author investigates the effects of four aspects (such as product brand promotion and location) on customer retention The research findings the aspects of product and brand only marginally contribute to customer retention The location aspect may contribute to customer retention to a certain degree However the promotion aspect especially to salesperson has the most influential effect on customer retention Accord to the empirical results managerial implications are discussed and the suggestions for future research are recommende