CUSTOMER SATISFACTION OF ONLINE COSMETICS PURCHASING VIA BEAUTICOOL.COM AND KONVY.COM

Abstract

The purposes of this research were to compare level of customer satisfaction of online cosmetics purchasing via Beauticool.com and Konvy.com and to determine factors affecting customer satisfaction of those customers. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 400 customers who bought cosmetics via Beauticool.com and Konvy.com to answer self-reported questionnaires. Data were analyzed by bivariate analysis and Linear Regression model analysis. Research findings revealed that Customer Satisfaction of Online Cosmetics Purchasing via Beauticool.com and Konvy.com had no significant indifference; and factors affecting customer satisfaction were customer expectations had statistically relationship with customer satisfaction and customer satisfaction was significantly positive correlated with customer loyalty. These results implied that when customers are more satisfied, customer loyalty will be higher. It will make customers to repurchase and suggest website to others.