The Effect of Cosmetics Company’s CRM Activities and Service Quality of Cosmetics Store on Customer Satisfaction and Repurchase Intention

The purpose of this study is to ascertain the effectiveness of CRM activities of cosmetics companies and to identify the role of cosmetics shops and to find ways to secure competitiveness of cosmetics companies and cosmetics shops. We investigate the role of cosmetics companies in providing cosmetics information service using customer relationship management system to customer satisfaction and repurchase intention. To conduct this study, 390 valid questionnaires were obtained for consumers in Seoul and the metropolitan area. And we utilized the structural equation path analysis.It was found that continuous contact and discriminative management among the CRM activities of cosmetics companies improves the service quality of cosmetics specialty stores, and service quality enhances customer satisfaction and repurchase intention. The results show that the cosmetics company should be able to recognize the physical compensation as a part of the discriminative management in the CRM activities and the continuous contact with the discriminative management plan of the major customers.