Consumer loyalty behavior in the dermocosmetic environment.
A quantitative study of the influence of satisfaction and the store environment across different retail formats
DOI:
https://doi.org/10.65598/rps.6295Keywords:
Customer loyalty, Consumer satisfaction, Dermocosmetics, Store environment, Service quality, Retail distribution, Relationship marketingAbstract
This study analyzes the factors that determine consumer loyalty in the purchase of dermocosmetic products and examines the influence of satisfaction generated by interaction, the store environment, and the outcome of the shopping experience across different retail formats. A quantitative methodology was applied through a 60-item questionnaire structured around the three dimensions of service quality, using a sample of 313 consumers. The data were analyzed by calculating mean scores, conducting an analysis of variance (ANOVA), and examining a correlation matrix. The results show that satisfaction associated with the store environment has the greatest capacity to foster consumer loyalty, whereas interaction with store personnel receives a high rating, although the dispersion of the responses reduces its explanatory relevance. By contrast, promotions, price, loyalty programs, and the use of customer databases have neutral or negative effects. The study concludes that consumer loyalty in retail distribution, within the context of dermocosmetics, depends primarily on the physical, functional, and operational experience provided by the retail establishment.
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