Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of the Evaluation of Chinese Tourists in regards to Korean Cosmetic Store Attributes on Satisfaction and Brand Loyalty based upon Brand Experience

중국 관광객의 한국 화장품 점포속성 평가가 브랜드 체험을 통하여 만족과 브랜드 충성도에 미치는 영향

  • Received : 2017.03.14
  • Accepted : 2017.05.04
  • Published : 2017.06.30
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Abstract

This study examines the attributes of cosmetic stores that Chinese tourists considered when purchasing cosmetics in Korea and the effect of the evaluation of attributes in regards to satisfaction and brand loyalty based upon brand experience. The survey was performed from January 1-14 in 2014 through a Chinese professional online survey channel-www.sojump.com. A total of 338 data from female and male respondents who visited Korea and purchased Korea brand's cosmetics were analyzed by SPSS and AMOS. The results were as follows. Frist, cosmetic store attributes were composed of three factors such as physical environment and salespersons, price and promotion, service. Second, all the factors had a positive influence on brand experience. Among them, the influence of physical environment and salespersons were the highest. Third, brand experience influenced satisfaction and satisfaction also had positive influence on brand loyalty. The results above indicate that providing various experiences that appeal to customers is as important as improving product quality when maintaining long-term customer relationships and loyalty.

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