Research on the Service Quality, Customer Satisfaction, Customer Loyalty in the Cosmetics Industry

The purpose of this study is to assess service quality, customer satisfaction and customer loyalty of Taiwan's LANEIGE and to find out if the brand image has a positive effect on customer satisfaction and customer loyalty. The results confirmed that service quality has a positive direct effect on customer satisfaction as well as customer satisfaction to customer loyalty and service quality to customer loyalty. In addition, brand image has a positively moderating effect between customer satisfaction and customer loyalty. The results from the study include 57 male respondents and 173 female respondents. In addition, the study includes reliability analysis, factor analysis, regression analysis and descriptive statistical analysis.