A Research On Influencing Mechanism Of Consumer Satisfaction On Brand Loyalty

With China's rapid economic development, the competition of consumer market becomes increasingly fierce. In recent years, the brand study has always been a hot topic concerned by academic and business sector, as the brand critically influences the customer's purchase decision. Brand loyalty is the core content of great concern to the researchers in brand research areas. There is no doubt about that brand loyalty is an important strategy for a company to obtain the continuing competitive advantage.Through literature analysis, we could find that the relationship customer satisfaction and brand loyalty is still in dispute, although many of the studies are about this relationship. So this study attempts to examine the relationship between customer satisfaction and brand loyalty, based on cosmetics industry. First of all, this study works out the cosmetic satisfaction questionnaires and examines the relationship between customer satisfaction and brand loyalty. Then it further investigates whether the brand awareness plays a role between customer satisfaction and brand loyalty. Finally, it investigates the demographic variables impact to brand loyalty.This paper works out women cosmetics and brand loyalty questionnaire. The consumer satisfaction is divided into seven influencing factors, which consist of product attributes, product assurance, and staff skills, personal characteristics, environmental atmosphere, promotions and corporate image.And the reliability and validity of questionnaire has reached the requirements of survey. Though the study, we could find that consumer satisfaction plays a significant role in forecasting the brand loyalty. And product attributes and corporate brand image are most important variables to predict brand loyalty. Then this study analyzes the intermediary role between customer satisfaction and brand loyalty using regression analysis. The results show that the intermediary role of brand awareness between the customer satisfaction and brand loyalty is non-significant. However, brand awareness plays an adjustment role between the customer satisfaction and brand loyalty. Demographic variables play a certain role in influencing brand loyalty. adjustment role between the customer satisfaction and brand loyalty. Demographic variables play a certain role in influencing brand loyalty.