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Title
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How to enhance the skin care brands’ consumers satisfaction and loyalty? A study in Kuwait market
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Author
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Abstract
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| The skin care industry is one of the most competitive and profitable sectors worldwide. Success in this field needs facing challenges in the changing competitive environment with a full understanding of different customers’ requirements and behaviors with putting in mind that customer satisfaction and loyalty is crucial. Increasing the level of customer satisfaction and their loyalty has positive effects on decreasing costs and increasing company’s profits and market share. The aim of this research is to determine the impact of some attributes on the overall customer satisfaction with X skin care brand, and to identify the main factors behind customer satisfaction and loyalty in the highly competitive skin market in Kuwait. This research is built on a combination of deductive, quantitative, descriptive and explanatory approaches. The questionnaire approach is conducted targeting a sample of 250 customers purchasing skin care products in private pharmacies covering different areas throughout Kuwait, to solicit their perceptions about X skin care brand. Overall, the results of the research indicate that skin care customers perceived values in addition to customer expectations are significantly contributing to customer satisfaction, while satisfaction has a strong positive effect on customer loyalty. In addition, the findings reveal that majority of X skin care brand consumers are Kuwaiti females, though, they show lower levels of satisfaction than non-Kuwaitis. Moreover, highly educated consumers are more loyal to brand as they appreciate the products’ perceived values. Other demographic factors like gender, age and income had no significant effect on the satisfaction and loyalty of X skin care brand consumers. |
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Language
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English
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Source (book)
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Proceedings 21ste International Conference of Global Business and Technology Association, 9-13 July 2019, Paris, France / Dlener, N.; Schweikert, C.
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Publication
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GBATA
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2019
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ISSN
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2520-6486
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ISBN
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1-932917-15-2
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Volume/pages
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p. 1-13
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