The Brand-Switching Behaviour of Taipei Female Consumers When Purchasing U-V Skincare Products (2003)

While classifying consumers as either satisfied switchers, dissatisfied switchers or stayers, Ganesh et al. (2000) studied the behavior differences of these three groups regarding their satisfaction with, loyalty towards, and involvement with service providers, in terms of three constructs: customer satisfaction, customer loyalty, and customer involvement. Ganesh also statistically analyzed data relating to these behaviors. Based on the study of Ganesh et al. (2000), this study aims to further examine whether can influence the three customer groups in their satisfaction with, loyalty towards, and involvement with service providers. Advertising was introduced as an intermediate variable, and models of how affects consumers (Vakratsas & Ambler, 1999) were applied to develop a new analytical model. This study finds that satisfaction with the services provided by UV-skincare companies and the satisfaction with and loyalty towards these customers' currently used brand differ among the three customer groups and the three customer groups differ significantly in their brand purchasing involvement but do not differ significantly in their responses to advertising. Therefore, results in this study provide a valuable reference for UV-skincare providers in utilizing current customer databases and formulating marketing strategies to better obtain and retain customers by targeting different customer groups. Introduction Recently, companies providing UV-skincare products have faced growing competition. Consequently, how to attract customer attention to their brands, how to make customers accept and continue using their brand and how to create customer and retain customer loyalty have become strategic issues. Biel (1990) found a close correlation between effective and brand selection. Furthermore, Deighton et al. (1994) believes that significantly influences high loyalty customer. Ganesh et al. (2000) classified consumers into three groups: satisfied switchers, dissatisfied switchers and stayers, and examined behavior differences among the three groups in their satisfaction with, loyalty towards, and involvement with service providers, doing so in terms of three critical constructs: customer satisfaction, loyalty and involvement. Finally, data relating to these behaviors were statistically analyzed. Based on the study of Ganesh et al. (2000), this study further examines whether can cause the three customer groups to differ in their satisfaction with, loyalty towards, and involvement with service providers. Advertising was introduced as an intermediate variable and models of how it influences consumers (Vakratsas & Ambler, 1999) were applied to construct a new analytical model. The findings of this study offer guidelines for UV-Skin-care providers in utilizing existing customer databases and formulating marketing strategies to better create and retain customers by targeting different customer groups. Essentially, the major objectives of this study are: 1. To examine whether the three customer groups differ in their overall satisfaction with the service provided by UV-Skincare companies 2. To investigate the major influences on the overall satisfaction of the three customer groups with the services provided by UV-skincare products companies, and 3. To examine whether the advertising intermediate variable differentiates the overall satisfaction of the three groups of female consumers of UV-skincare products. Results in this study can provide a valuable reference for UV-Skin-care providers in utilizing existing customer databases and formulating marketing strategies to obtain and retain customers by targeting different customer groups. Analytical Framework To achieve the above objectives, this study takes consumer behavior theory as a theoretical base, and combines this base with the recommendations of related cosmetic marketing professionals to select appropriate variables, and to design related questionnaires to analyze the consumption of UV-skincare products by Taipei female consumers. …