Marketing Implication Relating To Identified Factors That Influence Customer’s Loyalty Towards L’Oreal Cosmetics at Siam Paragon Mall in Bangkok

Abstract

The cosmetics industry compete each other's with plenty of strategies in order to attract customers and, one of the strategies that the marketer could consider as an important strategy is to increase loyal customers. The purpose of this study is to find the factors influencing customer’s loyalty towards L’Oreal cosmetics. Quantitative approach is used for this study and descriptive research is the method for collecting the data from the respondents who are the customers of L’Oreal Cosmetics. All respondents were registered for L’Oreal Loyalty Cards hence, considered them as the loyalty customer of L’Oreal Cosmetics in order to investigate the factors that influencing customer loyalty towards L’Oreal Cosmetics at Siam Paragon Mall in Bangkok. The result of this study has shown that when customers consider to purchase cosmetics products, the most concerned factor of the customers of L’Oreal cosmetics in term of loyalty is price and, followed by factors are; Quality of Customer Service, Quality of Products and Satisfaction. In order to increase the number of cosmetics customers, the marketer can study this research for supporting the marketing strategy. Cosmetic companies are capable to truly comprehend their customers, they can provide better product and services more efficiently and continuously in order to improve the proposal to supplement competitive advantages.