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- W2890186752 abstract "This research is conducted targeting to Korean cosmetic firm in Vietnam market, and attempts to analyze the satisfaction of customer and customer purchase intention with Korean cosmetic in Vietnam, as well as the product offer by Korean cosmetic companies. Moreover, a research objective is to collect statistical information of the customer and their degree of willing to purchase Korean cosmetic of Vietnam’s consumer. This research also makes the relationship between marketing mix, customer satisfaction and customer purchase intention are more and more clearly through the example: Korean cosmetic in Vietnam market. The elements of the marketing mix impact to Vietnam’s customer purchase intention and through increasing customer satisfaction which plays a role as mediator variable in order to increase the customer purchase intention. Both, marketing mix and customer satisfaction are significant positively correlated with customer purchase intention. The finding highlights that, it is in particular through the formation of customer satisfaction that marketing mix and organizational impact customer purchase intention. It will be interesting to do this research on this topic in the form of structure interview, quantitative survey and with the target of the case study: Korean cosmetic in Vietnam. Keywords: Marketing mix, Customer satisfaction, Customer Purchase Intention, Mediator variable," @default.
- W2890186752 created "2018-09-27" @default.
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- W2890186752 date "2017-01-01" @default.
- W2890186752 modified "2023-09-24" @default.
- W2890186752 title "The Study of Marketing Mix on Customer Purchase Intention toward Korea Cosmetic in Vietnam: Customer Satisfaction as Mediation effect" @default.
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