Factors Influencing Customer Loyalty  Cosmetic Products in Guangdong China:  The Mediating Effect of Customer Trust  Using the S-O-R Model

Chen Huan; Badrul Hisham Kamaruddin

doi:10.56982/dream.v4i02.295

Authors

Chen Huan City University, Kuala Lumpur, Malaysia
Badrul Hisham Kamaruddin City University, Kuala Lumpur, Malaysia

DOI:

https://doi.org/10.56982/dream.v4i02.295

Keywords:

customer loyalty, customer satisfaction, customer trust, cosmetic products

Abstract

Customer loyalty is a critical factor for the success of the cosmetic industry, particularly in highly competitive markets like Guangdong, China. This study examines the key factors influencing customer loyalty toward cosmetic products, with a specific focus on the mediating role of customer trust. Utilizing the Stimulus-Organism-Response (S-O-R) model, the research explores how external stimuli, such as product quality, brand image, and promotional strategies, influence consumers' psychological states (trust) and, ultimately, their loyalty. A quantitative approach will be employed, collecting data from consumers in Guangdong through surveys. The findings are expected to provide valuable insights for cosmetic brands seeking to enhance customer retention strategies. By understanding the role of trust as a mediator, businesses can develop more effective marketing and customer relationship strategies to sustain long-term consumer loyalty.

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