Due to the promotion of better standards of living and higher life expectations, cosmetics have being used more day by day. Nowadays, Taiwan’s Ministry of Economic Affairs is bent on placing the industry in a strategic position for the development of cosmetics prospects. This is a low pollution and high additional value industry, so it has been included in the main implementation properties by the government of Taiwan. In recent years, competition in the Taiwan cosmetics industry has become intense. This study seeks to investigate the relationship between brand equity, relationship quality, perceived risk and customer loyalty for female customers who often buy cosmetics. A questionnaire survey and statistical analysis were employed in this investigation in order to understand the meaning of management and in drafting suggestions for marketing strategies.
Key words: Brand equity, relationship quality, perceived risk, customer loyalty.
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