Gaining Insights into Factors Affecting Customer Loyalty in Direct Selling
Gaining Insights into Factors Affecting Customer Loyalty in Direct Selling

Summary/Abstract: The purpose of the research presented in this paper is to identify the factors that influence the customers to repeat the purchase for cosmetics products from the direct selling companies. The present research followed three phases: (1) investigating consumers ‗experiences in buying cosmetics products through direct selling and building items for the quantitative research instrument (using the depth interview); (2) testing the questionnaire (using a quantitative survey); (3) identifying factors affecting customers loyalty (using a quantitative survey and exploratory factor analysis). The main factors affecting customer loyalty identified in this research are: satisfaction, brand trust, trust in the salesperson and habit. Those factors were selected to be included in a future customer loyalty model.

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