Abstract
Cosmetics industry in which people perceive their outer look as a means to express themselves has gradually expanded. At the same time, market competition has become fiercer. It is ‘brand’ which has a considerable effect on customers’ purchase of cosmetics. Therefore, this study attempted to investigate the influence of cosmetics brand on customer satisfaction and suggest a plan for market competition in cosmetics industry by unveiling the medicating effects of service quality between cosmetics brand and customer satisfaction, and the results found the followings: Image brand had an influence on customer satisfaction while the quality of services revealed a mediating effect between brand image and customer satisfaction. Therefore, there should be further efforts for sustainable growth through value competition by enhancing brand image.
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