report business research consumer satisfaction about vaselines lip balm from 18 to 30 years old in ho chi minh city

1.2 Research objective This study aims to study factors that in昀氀uence customer sa琀椀sfac琀椀on ofVaseline lip balm in Ho Chi Minh city – Vietnam; to point out the most in昀氀uen琀椀alfactors r

INTRODUCTION

Background of the study

Customer satisfaction is gradually becoming a major concern of most companies and organizations to improve products and service quality, maintain customer loyalty in a competitive market

The underlying driving force for this concern is that higher customer satisfaction will lead to a solid position for the company in the market along with greater profits and market share

Often, customer satisfaction is also seen as an essential determinant of their return to purchase, the spread of positive word of mouth, and their loyalty When customers are satisfied with products and services, they will come back and buy more, and they will tell others about this buying experience

A high customer satisfaction index brings a lot of benefits to the company such as: increasing customer loyalty, strengthening the reputation of the business, reducing price elasticity, reducing costs for future’s transactions, and improving employee performance There are many reports and studies that relate to customer satisfaction in order to serve companies and businesses; however, those only mention other business lines or cosmetic products in general Our study prefers to analyze a specific product of a popular brand in the cosmetic industry.

Research objective

This study aims to study factors that in昀氀uence customer sa琀椀sfac琀椀on ofVaseline lip balm in Ho Chi Minh city – Vietnam; to point out the most in昀氀uen琀椀al factors rela琀椀ng to customer sa琀椀sfac琀椀on of Vaseline lip balm in Ho Chi Minh city; to investigate the strengths of Vaseline’s product, specifically lip balm and the purpose is to determine the effectiveness and quality of the product This study is also designed to assess the actual level of customer expectations and satisfaction compared to product quality.

Research question

In order to measure the factors that affect customer satisfaction, this study will focus on the following questions to answer

RQ.1: How do price and quality rate on customers’ evaluation of Vaseline?

RQ.2: What does the customer want the manufacturer to fix and improve?

Subject & scope of research

The subject of the study is customer satisfaction of Vaseline lip balm

Specifically, the study focuses on 18-30 year old customers and their satisfaction with Vaseline lip balm.

The scope of the study includes collecting and analyzing data on customer satisfaction with Vaseline lip balm among the target age group The study may consider factors such as product quality, pricing, packaging, ease of use, and effectiveness in meeting customer needs The study may also analyze customer preferences and behaviors related to lip balm usage, such as frequency of use, purchase habits, and brand loyalty The study does not include customer satisfaction with other brands of lip balm or other Vaseline products beyond lip balm

Additionally, the study is limited to customers within the 18-30 age range and does not consider the satisfaction levels of customers outside of this age range.

Research methodology

The study first use qualitative research by paraphrasing other previous researches Second, our group used quantitative research by our online survey with a list of questions including 20 questions based on Likert scale and 4 demographic questions with 156 respondents; after that, our group use SPSS in order to test Cronbach’s Alpha, EFA, Correlation and Regression of the data.

Structure

The rest of the paper is structured as below First, we would like to introduce our topic Second, we review the relevant literature related to the factors that affect customer satisfaction (perceived price, perceived quality, customer expectations, brand image, and promotion) Next chapter we will discuss the methodology that our group use in this Chapter 4 is the chapter for us to introduce about the cooperation and the result from our own online survey we have conducted Last chapter is the conclusion, managerial implication, and limitation and further review.

LITERATURE REVIEW

Concepts

According to Woodruff (1997), satisfaction is defined as a generally positive or negative feeling about the true value of a service received from a supplier.

According to Philip Kotler (1997), customer satisfaction is the result of experiences throughout the shopping process, including specific steps: perception of need, search for information, evaluation of alternatives, decision-making, and post-purchase behavior.

Oliver (1997) argues that satisfaction is a consumer's response to the fulfillment of wants.

Philip Kotler (2000) defines satisfaction as the degree of a person's sensory state resulting from comparing the results obtained from consuming a product with the person's expectations The level of satisfaction depends on the difference between the results received and the expectations.

According to Lin & Sun (2009), satisfaction is a measure of experience related to customers' evaluations of their past purchases and their shopping experiences.

According to Vo Khanh Toan (2008), customer satisfaction is the customer's evaluation and feeling about a product or service that has met the needs and expectations of the customer.

- What is the consumer’s consumption behavior?

Consumer Buying Behavior Refers to the Study of Customers and How they are while deciding to buy a product that satisfies their needs It is a Study of the Actions of the Consumers that drive them to buy and use Certain Products Consumer behavior analysis has emerged as an important tool for understanding your customers By looking into consumer psychology and the forces behind customer buying behavior, companies can craft new products and marketing campaigns and increase profitability.

Understanding consumer buying behavior is most important for Marketers as it helps to relate better to the expectation of the consumers Companies should talk to consumers, watch out for frustrations, and, most importantly, identify their needs and expectations

Customer satisfaction is defined as a measurement that determines how happy customers are with a company’s products, services, and capabilities Customer satisfaction information, including surveys and ratings, can help a company determine how to best improve or change its products and services.

Customer satisfaction is a general principle of customer service It measures a customer’s perception of the quality and utility of a product or service Customer satisfaction can be measured by offering a service, or product or by having a relationship with a company, brand, or individual.

Customer satisfaction is the cornerstone of any business, not just those in the service industry Understanding your customers and creating a system to create a satisfying experience for them will enable you to boost your profits and repeat customers To achieve customer satisfaction, you must understand your customers’ needs and wants and their pain points Only then can you make sure they are fulfilled with each interaction

Customer satisfaction (hereinafter referred to as satisfaction) is one of the important topics that have been receiving the attention of companies and organizations in efforts to improve product quality and service, as well as maintain the loyalty of customers in the increasingly fierce competitive business environment (Loughlin &

Coenders, 2002) One of the reasons that promotes the concern for satisfaction is that higher satisfaction will create a stronger competitive position, thus, leading to higher profits and market share (Fornell, 1992 ) Satisfaction has also been shown to have a positive impact on repeated buying, mouth, and loyalty of customers Customers who are satisfied will return to buy and tell others about their experiences (Fornell et al., 1996) High levels of satisfaction bring many benefits for companies such as increasing loyalty, improving reputation, flexibility in discounts, lower costs for future transactions, and high labor efficiency more (Anderson et al., 1994; Fornell, 1992).

Understanding that importance, there are a number of national newspapers reflecting the overall satisfaction of organizations that have been developed strongly, and one of the methods is being used widely in many countries currently the American CustomerSatisfaction Index (ACSI) developed by Fornell Later in 1994, American CustomerSatisfaction Index (ACSI) was launched (Fornell, 1996) In the ACSI model customer expectation, perception of quality, and perceived value was introduced as the antecedents of customer satisfaction, customer loyalty, and customer complaint as consequences ACSI indicates a cause-and-effect relationship centered on satisfaction and its prefix and suffix For two reasons:

- This model introduces many important prefixes and suffixes of satisfaction It is very important for both researchers and people who work on satisfaction to know what factors influence satisfaction and the influence of satisfaction on related concepts directly to the overall performance of the organization.

- ACSI's methodology is robust and it can be easily applied in various products and services, including information technology and mobile services (Serenko et al., 2006).

Figure 1: American customer sa琀椀sfac琀椀on index

Theories

Sinc1e the 1970s, researchers in consumer behavior and marketing in developed countries have conducted comprehensive studies on customer satisfaction (Spreng et al., 1996) In 1989, Fornell and his associates helped Sweden build the first national measurement system for customer satisfaction – the Swedish Customer Satisfaction Instrument (SCSB) (Fornell, 1992) The Swedish Customer Satisfaction Index (SCSB) is the first national customer satisfaction index applied to products and services purchased and consumed domestically (Fornell, 1992) The original SCSB model consisted of two main satisfaction antecedents: (1) the customer's perception of the product/service experience, and (2) the customer's expectations of that product/service.

Accordingly, the result of increased satisfaction is reduced complaints and increased customer loyalty

Customer expecta琀椀ons

Customer sa琀椀sfac琀椀on

Then, in 1994, the American customer satisfaction index (ASCI) was built (Fornell et al., 1996) based on the original SCSB model The ACSI model represents a customer-based measurement system for evaluating and enhancing the performance of companies, industries, sectors, and national economies (Johnson et al., 2001) ACSI measures the quality of goods and services according to the experience of the customers consuming them The ACSI model predicts that as both perceived value and perceived quality increase, customer satisfaction will increase (Fornell et al., 1996).

Expected customization and expected reliability are two latent variables that are used to measure customer expectations and satisfaction through three measures, including common expectations, customized expectations, and expected reliability (Loughlin &

Coenders, 2002) The main difference between the SCSB model and the ACSI model is the addition of a perceived quality component, independent of perceived value, and the addition of a measure of customer expectations (Fornell et al , 1996).

The Norwegian Customer Satisfaction Index Model – NCSB, is the successor to the original ACSI model, except it includes additional company image and its relationships to customer satisfaction and customer’s loyalty (Fornell et al., 1996) The NCSB model differs from the ACSI model for three important reasons (Yang et al., 2000): (1) The NCSB model uses the introduction of SERVQUAL to measure service quality; (2) the NCSB model focuses on showcasing the company's reputation; and (3) the NCSB model that replaces the concept of customer complaints with the concept of complaint handling.

The European Customer Satisfaction Index (ECSI) model has many differences from the ACSI model (Eklof, 2000) The ECSI model is a measure of customer satisfaction, it is inherited from the SCSB model (Fornell, 1992), and is compatible with the ACSI model (Fornell et al., 1996) The ECSI model is based on well- established methods of customer behavior and can be used in different industries.

Bayol et al (2000) illustrated that ECSI model contains 7 related variables: (1) Core model, i.e traditional latent variables (including: Perceived quality, expectations, perceived value, satisfaction and loyalty): bolded for structures with impacts shown by solid lines; (2) two optional latent variables may be added by national committees:

Images and claims are italicized with impacts shown by the dotted line Johnson et al.

(2001) argue that there are two differences between ACSI and ECSI models: (1) ECSI model does not assume that the rate of complaint behavior is the result of satisfaction;

(2) according to the original NCSBN model, the ECSI model incorporates corporate image as a latent variable in the model Designated corporate image has a direct influence on customer expectations, satisfaction and loyalty.

From the synthesis of popular satisfaction indexes in the world today, the authors found that there are two popular models: ACSI and ECSI; however, ECSI is essentially the modified successor to ACSI In addition, there are now many countries around the world that have applied ACSI's model such as: Korea, Singapore, Thailand, Indonesia, India, Brazil , as well as the recognition of the role of scholars by scholars on the role of ACSI The importance of ACSI is also published in prestigious scientific journals (Fornell et al., 1996; Anderson and Fornell, 2000; Johnson et al., 2001).

By the mid-1990s, customer satisfaction indexes were gradually being recognized by governments and companies worldwide as a good tool for measuring output quality at the country or company level (Yang et al et al., 2000) Many countries have built customer satisfaction indexes for their economies based on the ACSI model and are used in many studies in different areas, including mobile communication services However, at present, there are not many similar studies in Vietnam, therefore, this study aims to understand the applicability of the ACSI model to the telecommunications service industry in Vietnam, by studying the relationship between expectations, perceived quality, perceived value, satisfaction, loyalty, and complaints.

2.2.1 What is Customer Satisfaction Theory?

Customer satisfaction is a general principle of customer service It measures a customer’s perception of the quality and utility of a product or service Customer satisfaction can be measured by offering a service, or product or by having a relationship with a company, brand, or individual.

Customer satisfaction theory was introduced by Fred Reichheld in his book The Ultimate Question: Driving Good Profits and True Growth which was published in 2003 It was based on a study of over 25,000 customers from 1998 – 2003.

Customer satisfaction is the cornerstone of any business, not just those in the service industry Understanding your customers and creating a system to create a satisfying experience for them will enable you to boost your profits and repeat customers.

To achieve customer satisfaction, you must understand your customers’ needs and wants and their pain points Only then can you make sure they are fulfilled with each interaction

Dissonance Theory (also known as dissonance reduction theory) is a term used in psychology that refers to the mental stress experienced by someone who simultaneously holds two or more contradictory beliefs, ideas, or values In other words, they find themselves in conflict.

It also suggests that a person who expected a high-value product and received a low-value product would recognize the disparity and experience cognitive dissonance.

That is, the disconfirmed expectations create a state of dissonance or psychological discomfort

Dissonance Theory can explain our present experience of cognitive dissonance when a customer experiences the physical manifestation of a company’s brand promise but does not receive the level of customer service he or she expected

For example, you purchase an expensive pair of headphones from a well-known brand You take them home and find that the headphones are defective

Relevant research

An empirical research on customer satisfaction study: a consideration of different levels of performance by Yu-Cheng Lee, Yu-Che Wang This study applied the Taiwan Customer Satisfaction Index model to a tourism factory to analyze customer satisfaction and loyalty

Figure 2: Taiwan customer sa琀椀sfac琀椀on index

The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik of Pribanus Wantara and Muhammad Tambrin in 2019 mentions the Relationship between Price and Customer Satisfaction According to Han, et al in Djumarno et al., it is possible that price suitability can support customer satisfaction after achieving the desired level of customer benefits that encourages customers to continue to trust and make repeat purchases Relationship between Customer Satisfaction and Customer Loyalty Lovelock, et al argue that highly satisfied customers or even favor services tend to be loyal supporters of the company and spread positive news Dissatisfaction reverses the customer and becomes the

Customer sa琀椀sfac琀椀on

(TCSI) deciding factor in switching behavior Broadly speaking, customer satisfaction provides two main benefits for the company, namely in the form of loyalty and engagement in positive word-of-mouth recommendations Customer satisfaction and loyalty should be incorporated into the long-term goal of a business.

By having good quality for, it will lead the customers to get satisfied with the selected product The research done by Putra, et al., (2017) on Brawijaya University students majoring in Business Administration indicated that product quality positively and significantly influenced the customers' satisfaction where the higher product quality went, the greater customers' satisfaction the product would get Furthermore, this was also supported by Ghassani and Suryoko (2017) in their research in Semarang showing that product quality influenced positively and significantly towards customer satisfaction So did with a research by Tombeng, et al., (2019) in Manado In addition,

Sari and Lestari (2019) in their research implemented to the customers of the Argo Parahyangan executive train explained that product quality influenced positively and significantly towards customer satisfaction

Other research, Impact of Price, Product Quality, and Promotion on Consumer Satisfaction in Cosmetics and Skincare by Yohanes Gunawan Wibowo , Reri Herawati Wulandar, Nurul Qomariah from Universitas Muhammadiyah Jember in 2021 This research is a causal research, where causality research aims to measure the strength of the relationship between two or more variables, and also shows the direction of the relationship between the independent and dependent variables The results showed that price, product quality and promotion had a positive and significant influence on consumer satisfaction at Alfabelenskin Pusat Banyuwangi

Anggriana et al., 2017 states that the variables of price, promotion, service quality affect customer satisfaction for online motorcycle taxi services "Om-Jek"

Jember where each variable has a positive and significant effect on customer satisfaction for online motorcycle taxi services "Om-Jek" Jember Research (Qomariah et al.,2020)states that price affects customer satisfaction at Retail Basmalah PakusariJember (Mahendra et al., 2019)in his research stated that there was a significant positive simultaneous effect between price, promotion, and viral marketing on consumer satisfaction at Swiwings Chicken in Jember Research (Iriyanti et al.,2016)states that there is a positive and significant relationship between price, product quality, and location on customer loyalty through satisfaction as an intervening variable (Yanuar et al.,2017)in his research stated that product quality, price, promotion, and service quality had a significant influence on customer satisfaction at Optik Marlin Jember Branch on Jl Raya Sultan Agung No 183-185 (Jompo Shopping Center) Jember Other studies that also examine the relationship between marketing mix and customer satisfaction include:(Putro et al., 2014), (Surjaatmadja et al., 2019), (Qomariah, 2018), (Mahendra et al., 2019), (Rosalina et al., 2019), (Yanuar et al., 2017), (Yulisetiarini & Prahasta,2019), (Setyawati et al., 2018), (Qomariah et al., 2020).

Table 1: Summary table of relevant research

Sources Thesis Type Major Findings

Yu-Cheng Lee (Chung Hua University) Yi-Hsieh (Taipei College of Maritime Technology) (2016)

A consideration of different levels of performance

Research on customer satisfaction study (Taiwan)

The results show that perceived quality had the greatest influence on the customer satisfaction for satisfied and dissatisfied customers And in terms of customer loyalty, customer satisfaction is more important than image for satisfied and dissatisfied customers

Ernesto Jose Tjahjono, Lena Ellitan, Yuliasti Ika Handayani

Determining and examining the effect of product quality on

Quantitative research, distributing questionnaires to

The results showed that there was a positive and significant

(Unika Widya Mandala University) (2016) purchasing decisions, the influence of brand image on purchasing decisions, the influence of purchasing decisions on customer satisfaction, the effect of product quality on customer satisfaction

120 respondents relationship between product quality and brand image variables on purchasing decisions, which means that good product quality and good brand image will create purchasing decisions for consumers

Putra, et al (2017) The impact of product quality, price, and distribution on satisfaction and loyalty

Quantitative research by using a survey as a data collection tool

Product quality positively and significantly influenced the customers’ satisfaction where the higher product quality, the greater customers’ satisfaction the product would get

Yohanes Gunawan Wibowo, Reri Herawati Wulandari, Nurul Qomariah

Determining and analyzing the effect of price, product quality, and promotion on

Quantitative descriptive study using purposive sampling method with a sample of

The results showed that price, product quality and promotion had a positive and significant influence

(Universitas Muhammadiyah Jember) (2021) consumer satisfaction at Alfabelenskin Pusat Banyuwangi

100 respondents on consumer satisfaction at Alfabelenskin Pusat Banyuwangi

Hypothesis

Vaseline is a trademark of a range of Unilever wax products Vaseline’s products include lotions, fragrances, cleansers, and deodorants Its mission is “We believe skin health is essential for health And we are on a mission to give people everywhere access to the skin care they need” “Skin health” and “skincare they need” are keywords that Vaseline targets, showing that it is a company that focuses on skin care, some famous products such as body lotion, anti-wrinkle cream, but the most popular, and causing a stir for a long time in the cosmetic industry as well as customers is lip balm

Vaseline lip balm has been used in more than 60 countries worldwide In 2019, there were 13 unit sales in millions in the US, rated 5 in 10 lip balm brands in the US.

Although in the present time, there are many brands that have been launched because of the escalation in the number of people caring about skincare and their lips, Vaseline lip balm is still one of the products that customers have preferred to buy and trust for years Which hypothesis helps Vaseline satisfy customers for many years?

According to Zeithaml (1988), from the customer's view, ‘price is what is given up or sacrificed to obtain a product or service’ Bei ad Chiao (2001) indicated that ‘the price is defined as what is given up or sacrificed to acquire a service or product, while Kotler and Armstrong (2012) suggested that ‘Price is the amount of money charged for a product or a service; the sum of the values that customers exchange for the benefits of having or using a product or service’, we find that price has an impact on customer’s decision as customer will decide whether the product is worth its price

This factor also appears in the research of Ismail Razak et al (2016) [Ismail

Razak, Nazief Nirwanto, Boge Triatmanto (2016 ) The Impact of Product Quality and Price on Customer Satisfaction with the Mediator of Customer Value Malang:

Journal of Marketing and Consumer Research]; Selim Ahmed et al (2015) [Selim

AHMED and Md Habibur RAHMAN (2015) THE EFFECTS OF MARKETING MIX ON CONSUMER SATISFACTION: A LITERATURE REVIEW FROM ISLAMIC PERSPECTIVES] Consequently, hypothesis H1 is put forward

Hypothesis H1: Perceived price has a positive influence on customer satisfaction when using Vaseline lip balm

According to Zeithaml (1988), ‘quality can be defined broadly as superiority or excellence’ Here, Kotler and Armstrong (2012) described that a ‘product is anything that can be offered to a market for attention, acquisition, use, or consumption that MIGHT satisfy a want or need’, while Aaker (1994), quoted Ehsani (2015) said that

‘quality of product is the customer’s perception of the overall quality or superiority of the product or service, with respect to its intended purpose, relative to alternatives’, Kotler and Armstrong (2012) assumed that product quality is ‘Product quality is the characteristic of a product or service that bear on its ability to satisfy stated or implied customer needs’

According to research by Andrew Madans [Andrew Madans, Katie Pilarz,

Christine Pitner, Shailly Prasad (n.d.) A Performance Analysis of Lip Balm], the application of lip balm creates a layer of immiscible oil on our lip surface Regular lip balm serve as sealant for our lips; the layer created by the lip balm is a protective coat between our lips and whatever boundary condition the weather creates at the air-lip balm interface and in Vaseline, there is an ingredient that helps it become one of the best lips balm - that is petroleum jelly Petroleum jelly is often used in personal care products as a moisturizing agent, when properly defined, petrolatum has no known health concerns [Petrolatum, Petroleum Jelly Campaign for Safe Cosmetics].

Moreover, this kind of ingredient is easy to find at a cheap price, so this lip balm is sold for customers with a reasonable price but with good quality Therefore, hypothesis H2 is

Hypothesis H2: Perceived quality influences positively on customer satisfaction when they use Vaseline lip balm

As reported by Richard L Oliver (2006), generally, an expectation is an anticipation of future consequences based on prior experience and other many varied sources of information Expectations can also be described as a comparative referent for performance The reason is that performance alone is an unreferenced concept,

[Oliver, R L (2006) The Handbook of Marketing Research: Uses, Misuses, and Future Advances, Chapter 27 SAGE Publications, Inc.] Nicole Madison (2023) said that customers feel less satisfied when they expect something from a company but do not get what they expected On the other hand, if they have low expectations of a company and are pleasantly surprised, they may feel more satisfied than if they had high expectations and feel they have been let down Nikki Tiu - a beauty blogger said she invariably cares about her lip skin She knew Vaseline is good, and well-trusted, but it is always NOT ENOUGH for her dry and parched lips but Vaseline was a ‘good - listener’ and it had improved its product to satisfy customer’s needs Nikki tested Vaseline lip care and she was happy to announce that this surpassed her expectations [Tiu, N (2023, February 27) Your Daily Dose of Sunshine Retrieved from askmewhats: http://www.askmewhats.com/] As a consequence, hypothesis H3 is put forward:

Hypothesis H3: Customer expectations have a positive influence on customer satisfaction when they use Vaseline lip balm

Chih - Chung has said ‘Good brand image makes consumers believe in product quality and assists consumers to make a choice and to feel comfortable while purchasing their product (Chill - Chung et al., 2012) Kotler (1991) refers to brand image as combining name, fame (reputation), design, and symbol It is used by consumers to distinguish products and services from competitors Farquhar (1989) states that brand image has additional value beyond product function and service.

Greve (2014) also measured brand image using a scale containing three items: value, realized (perceived) quality and uniqueness [Ieila Behboudi, Sayed Hamid Khodadad

Hosseini (2017 ) Brand trust and image: effects on customer satisfaction.

International Journal of Health Care Quality Assurance] Vaseline has been a vital addition to a variety of fields for 150 years and has been a part of skincare routines for more than a century Moreover, Vaseline is famous for being a ‘good listener’,understanding of how skin works and customers all over the world When people mention lip balm, Vaseline is a brand that people remember and prefer to buy although they haven’t used any products yet Therefore, a positive brand image will tend to generate higher customer satisfaction with Vaseline’s lip balm In conclusion, hypothesis H4 is put forward

Hypothesis H4: Brand image has a positive influence on customer satisfaction when they use Vaseline lip balm

In general terms, promotion is defined as a one-way flow of information or persuasion created to direct a person or organization to actions that create exchanges in marketing (Swastha, 2007) Promotion is a broad-based expression of activities or activities that are effectively carried out by companies (sellers) to encourage consumers to buy the products or services offered (Sukirno, Zakaria, & Poerwanto, 2014) [Anugrah, F T (2020) Effect of Promotion and Ease of Use on Customer

Satisfaction and Loyalty on OVO Application Users Quantitative Economics and Management Studies (QEMS)] Vaseline has employed every kind of marketing strategy over years To raise customer awareness, in Vietnam, Vaseline sells its products and runs promotions through retail distributors such as Hasaki, Lam Thao Cosmetics and e-commerce platforms such as Shopee, Lazada For example, Hasaki - a famous retail distributor always has a promotion which is called ‘hot deal’ in Vietnam for Vaseline’s lip balm The original price of the product is 65.000 VND and Hasaki will have a ‘hot deal’ for a short time with the sale price being 59.000 VND to attract customers, and Hasaki also free the amount of fee for delivery Customers think that they bought the product at a good and cheap price so Vaseline’s lip balm 7g is always sold out in a very short time and customers feel satisfied because of the cheap price However, this promotion runs all year round and 59.000 VND is actually the original price [vi, v (n.d.) Cẩm nang làm đẹp Retrieved from Hasaki: https://hasaki.vn/cam-nang/review-vaseline-duong-moi-co-phai-su-lua-chon-hoan- hao-1087.html] From the given example, the higher the expected promotion, it can have a positive impact on customer satisfaction Therefore, hypothesis H5 is put forward:

Hypothesis H5: Promotion has a positive influence on customer satisfaction when they use Vaseline lip balm

METHOLOGY

Research process

Relevant researchs and hypothesis Qualitative research

Sample statistic Verify the variation in values, the variability and the central tendency of the data Verify the reliability of the scale

Correlation and regression Verify the relationship of variables and models

Building the scale Questionnaires based on Likert scale Quan琀椀ta琀椀ve research

3.1.1 Qualita琀椀ve research

Qualitative research is a method of collecting information and data in ‘non- numeric’ form to obtain detailed information about a research object, survey or investigation for analysis or evaluation purposes This information is usually collected through interviews, direct observations or focus group discussions using open-ended questions, and is often applied in the case of a small, concentrated sample

The purpose of qualitative research is to consider whether the scales used in the study are suitable for the company’s environment, and at the same time evaluate the use of terms in the questionnaire, clarifying the meaning of each variable observation before formal study.

Qualitative research was conducted through a group discussion process with a few questions designed to explore, both to confirm, adjust and supplement the elements of corporate culture that affect the success of the company employee engagement At the same time, evaluate the use of terms in the questionnaire, clarify the meaning of each observed variable

Types of Qualitative Research Methods

 Step 1: Briefly introduce the research topic so that the discussion participants understand clearly.

 Step 2: The author states the component variables measuring corporate culture that the author has inherited from previous studies for group members to discuss whether to add or adjust any factors.

 Step 3: If there are no additions, the author will go to the factors and measured variables of each factor in turn

Quantitative research is basically understood as the collection and analysis of information on the basis of data collected from the market in order to be able to help the subjects make conclusions of market research through the use of statistical methods by such actors to process data and data.

Quantitative research is also simply understood as the subject matter of systematic empirical investigation of observable phenomena through statistical, mathematical or numerical data, or computer technology.

The goal of quantitative research is to develop and use mathematical models, theories, or hypotheses that are directly related to phenomena The process of measurement is also central to quantitative research because it has also helped to provide the basic connections between empirical observation and the mathematical expression of quantitative relationships Quantitative data is understood as all data in numerical form such as statistics, percentages and many other specific types of data.

 Identify patterns and relationships of factors

 Identify information sources and methods of collection

 Determine methods of information analysis (statistical tools)

Building the scale

In the Vaseline lip balm customer satisfaction survey, the questionnaire is divided into two parts: the first part consists of multiple-choice demographic questions and general questions about the continued use of lip balm customer access to the product; while the second part consists of 17 questions assessing customer satisfaction with the product, perceived price and associated quality, and 3 other characteristics – customer expectations, brand image, and communication brand communication.

These are questions on the 5-point Likert scale, which is a psychological response scale in which there’s assesses the extent to which a client agrees with a statement on a range of one to five (1) Agree; (2) Disagree; (3) Neither agree nor disagree; (4)Strongly disagree; (5) Strongly agree.

The construction of perceived quality has a great influence on customer satisfaction and dissatisfaction adjusted to research by Yu-Cheng Lee (Chung Hua University) and Yi-Hsieh (Taipei College of Maritime Technology in 2016) The construct of the relationship between product quality and brand image affecting purchasing decisions is derived from a quantitative article from 120 respondents by Ernesto Jose Tjahjono, Lena Ellitan, Yuliasti Ika Handayani (Unika Widya Mandala University) ) (2016) Constructed from the effect of quality and price of the distributed product on satisfaction and loyalty, each survey contains a borrowed tool from Putra, et al (2017) Last but not least, the promotion analysis from customer satisfaction at Alfabelenskin Pusat Banyuwangi was taken from samples of Yohanes Gunawan Wibowo, Reri Herawati Wulandari, Nurul Qomariah (Universitas Muhammadiyah Jember) (2021).

Table 2: Ques琀椀onnaire

Sources Strongly disagree Disagree Neutra l Agree Strongly agree

Is a good product for the price

Geo昀昀rey N.Soutar (2001) O昀昀ers value for money

Is cheaper than other products in the general market

Has superior quality Manal Echchad,

(2022) Is e昀昀ec琀椀ve on my lips

Diverse and convenient packaging, can reuse

(2012) Matches my speci昀椀c needs

E昀케ciency of product be琀琀er than my expecta琀椀on

Large capacity can be used for a long 琀椀me

Yuli Agus琀椀 Rochman, Dwi Ana Ratna Wa琀椀

The product is not prone to oil separa琀椀on in all weather condi琀椀ons

I believe Vaseline has a high reputa琀椀on for quality

Chan Yin Yee, Shaheen Mansori (2016)

I believe the brand image that I choose is outstanding and gives me a good impression

The value of Vaseline gives me con昀椀dence to its lip balm

This brand comes to my mind immediately when I want to purchase a lip balm

Ads of the retail contributors of Vaseline are a琀琀rac琀椀ve Pham Thi Lien,

Do Bich Ngoc (2016) Ads of the retail contributors of Vaseline convince me to purchase

Ads can provide relevant informa琀椀on about the product

Chan Yin Yee, Shaheen Mansori (2016)

Point of purchase(display) of retail distributors are a琀琀rac琀椀ve

PP1 Is a good product for the price

Jillian C.Sweeney, Geo昀昀rey N.Soutar.

(2001) PP2 O昀昀ers value for money

PP4 Is cheaper than other products in the general market

PQ1 Has superior quality Manal Echchad, Abrar

Ghaith (2022) PQ2 Is e昀昀ec琀椀ve on my lips

PQ3 Diverse and convenient packaging, can reuse Theofanides F ,

Kerasidou E (2012) PQ4 Matches my speci昀椀c needs

Customer expecta琀椀ons CE1 E昀케ciency of product be琀琀er than my expecta琀椀on

CE2 Large capacity can be used for a long 琀椀me

The product is not prone to oil separa琀椀on in all weather condi琀椀ons

CE4 Easy to take away

BR1 I believe Vaseline has a high reputa琀椀on for quality

Chan Yin Yee, Shaheen Mansori (2016 ).

BR3 The value of Vaseline gives me con昀椀dence to its lip balm

This brand comes to my mind immediately when I want to purchase a lip balm

PR1 Ads of the retail contributors of

Vaseline are a琀琀rac琀椀ve

Pham Thi Lien, Do Bich

Ads of the retail contributors of Vaseline convince me to purchase

PR3 Ads can provide relevant informa琀椀on about the product

PR4 Point of purchase (display) of retail distributors are attractive

Sampling/ Data Collection

Respondents were given online Google Forms to fill out A total of 156 online questionnaire forms were gathered during 3 days of data collection (14st March to 16stMarch 156 questionnaires were judged usable after invalid questionnaire answers were filtered away Questionnaires were distributed through an online survey which isGoogle Form based on 20-item scale, and 4 demographic items.

Data analysis

Data analysis is the process of systematically applying statistical and/ or logical techniques to describe and illustrate, condense and recap, and evaluate data According to Shamoo and Resnik (2003) various analytic procedures “provide a way of drawing inductive inferences from data and distinguishing the signal (the phenomenon of interest) from the noise (statistical fluctuations) present in data”.

Cronbach’s Alpha is a measure of internal consistency reliability, which is used to assess the extent to which a set of test items or ques琀椀onnaire items measure the same construct or concept Cronbach’s Alpha ranges from 0 to 1, where a higher value indicates greater internal consistency reliability.

In general, a Cronbach’s Alpha value of 0.70 or higher is considered acceptable for research purposes, while a value of 0.80 or higher is considered good and 0.90 or higher is excellent However, the appropriate value of Cronbach’s Alpha depends on the context and the purpose of the study.

EFA stands for Exploratory Factor Analysis It is a sta琀椀s琀椀cal method for 昀椀guring out the underlying variables or dimensions that describe the correla琀椀on pa琀琀erns between a group of observed variables or things In the social and behavioral sciences, EFA is frequently used to simplify huge data sets and pinpoint the crucial variables or factors that shape a given phenomenon or construct

The KMO (Kaiser - Meyer - Olkin) coefficient is a number of indicators used to determine the appropriateness of factory analysis The KMO number is closer to 1,which indicates that our data can be analyzed using factors KMO values above 0.5 are typically taken to indicate that the sample is suitable for factor analysis, whereas values below 0.5 indicate that the sample is insufficient The sample is very suitable for factor analysis if the KMO number falls between 0.8 and 1

Bartlett test has statistical significance (Sig < 0.05) is a statistical quantity used to examine the possibility that variables do not correlate in the community (Sig 0.05).

The population's observed factors are correlated if the test is statistically significant (Sig 0.05).

3.4.3 Correla琀椀on and Regression

Correla琀椀on and regression are sta琀椀s琀椀cal measurements that are used to give a rela琀椀onship between two variables.

- Correlation is a statistical measure that shows how much two or more factors fluctuate in relation to one another When two variables increase or decline simultaneously, there is a positive correlation; when there is a negative correlation, one variable increases as the other decreases.

- A correlation coefficient is a statistical indicator of how well changes in one variable's value anticipate changes in another There is frequently a propensity to believe that the change in one variable must be the cause of the change in the other when the fluctuation of one variable predicts a similar fluctuation in another variable.

- An analysis of the relationship between a dependent variable and one or more independent variables is done using the statistical method of regression Finding patterns and trends in data and predicting future observations are frequent tasks in research and data analysis.

- Regression coefficient, also referred to as the slope coefficient, is used in regression analysis to express the strength of the correlation between a dependent variable and one or more independent factors It shows the difference between the dependent and independent variables when the independent variable is changed by one unit.

- ANOVA (Analysis of variance) is an analysis tool used in statistics that splits an observed aggregate variability found inside a data set into two parts: systematic factors and random factors The systematic factors have a statistical influence on the given data set, while the random factors do not Analysts use the ANOVA test to determine the influence that independent variables have on the dependent variable in a regression study.

RESEARCH RESULTS AND DISCUSSION

Introducing about Vaseline

Vaseline is an American brand of petroleum jelly-based products owned by the transnational company Unilever Products include plain petroleum jelly and a selection of skin creams, soaps, lotions, cleansers, and deodorants Vaseline believes that truly healthy skin starts with deep healing of moisture It’s not something you get by masking problems or through quick fixes Born in Brooklyn in 1870, Vaseline is now present in over 70 countries and has been safely helping skin heal for over 150 years.

Robert Augustus Chesebrough, a 22-year-old British chemist, traveled to Titusville, a small Pennsylvania town where petroleum had recently been discovered.

Chesebrough, who had been making kerosene from the oil of sperm whales, was eager to learn what other products could be made from petroleum Shortly after arriving in Titusville he became intrigued by a naturally-occurring byproduct of the oil drilling process that seemed to have remarkable skin-healing properties While watching the oilmen, Chesebrough took note of how they would smear their skin with the residue from the drill to help heal their cuts and burns Inspired, Chesebrough began his quest to help heal America’s dry skin.

In 1870, the product we know and use today was officially born as Chesebrough began to distribute this pure petroleum jelly under the brand name of Vaseline® – one of the first branded products in North America.

In the same year, Chesebrough opened a factory in Brooklyn, New York and toured the entire state in a horse-drawn carriage to promote this"miracle" product.

By 1874, just two years after its branding, one tin per minute of Vaseline® Jelly was being sold throughout the United States That's over 1,400 tins a day!

In 1916, people started to discover the safe and diverse uses of pure Vaseline® petroleum jelly, and soon nearly every household in North America had a jar in their medicine cabinet New mothers used it on their babies for diaper rash, while workers exposed to extreme cold weather used it to relieve their dry, chapped skin

In 1937, during WWII, soldiers sustained serious injuries from burns, so Chesebrough Manufacturing Company was commissioned by the Surgeon General to produce a sterile antiseptic dressing containing petroleum jelly

In 2011, after the great success with body lotions, Vaseline® began to expand its offering by introducing Vaseline® Lip Therapy® and Vaseline® Hand & Nail Formula

In 2018, Aiming to provide skin healthcare to every body, everywhere, the Vaseline® brand partnered with Direct Relief to create the Vaseline® Healing Project.

Since the program was launched, we’ve been providing people around the world access to critical skin health care in areas with acute needs or in the wake of natural disasters.

Descriptive statistics of sample

The measuring scales were used to create a questionnaire for customers using Vaseline who range in ages from 18-30 years old People aged 18 to 22 years old were rationally chosen as the target group, accounting for roughly 84% , with 16% of those aged 22 to 29 years old Respondents were given online Google Forms to fill out A total of 156 online questionnaire forms were gathered during 3 days of data collection (14st March to 16st March 156 questionnaires were judged usable after invalid questionnaire answers were filtered away.

Table 4: Data of people who joined our research

Cronbach ’s Alpha

To ensure reliability, our groups conducted an analysis of the data reliability based on Cronbach’s α values If the Cronbach’s α > 0.7, the variables are accepted The Cronbach’s α < 0.35 means that the reliability of the variable is very low and should be eliminated

Most of Cronbach's Alpha of each variable is >0.7, so the scale has a high level of con昀椀dence

Numerical order Group variable Cronbach’s Alpha Number of items

EFA

Coefficient KMO = 0.734 > 0.5, sig Bartlett's Test = 0.001 < 0.05, so factor analysis is appropriate.

Table 6: KMO and Bartle琀琀’s Test

Kaiser – Meyer – Olkin Measure of Sampling Adequacy ,734

Source: Authors’ calcula琀椀on from SPSS results

Initial Eigenvalues Extraction Sums of Squared

Extraction Method: Principal Component Analysis

Table 8: VARIMAX rotated component analysis (Factor-loading matrix)

Rota琀椀on Component Matrix a

Extrac琀椀on Method: Principal Component AnalysisRota琀椀on method: Varimax with Kaiser Normaliza琀椀on a Rota琀椀on converged in 5 itera琀椀ons

Correla琀椀on and Regression

Correlation and regression are statistical measurements that are used to give a relationship between two variables

Between independent variables PP, PQ, CE, BR, PR and dependent variable (CS), the coefficients between two types of variables is smaller than 0.5 Thus, there is a linear relationship between these types of variables Between the independent variables, the correlation is not too strong when the absolute value of the correlation between the pairs of variables is less than 0.5, so the possibility of collinearity/ multicollin earity is also lower

Table 9: Correla琀椀ons

CS PP PQ CE BR PR

Total 77.683 155 a Dependent Variables : CS b Predictors : (Constant), PR, CE, PP, PQ, BR

The results in the ANOVA table show a significant difference in the statistical table between the groups based on the table below, there is p=0.000 this means the value between groups is 0.000< 0.05.

Table 11: Coe昀케cients

Unstandardized Coe昀케cients

Standardize d Coe昀케cients t Sig.

Collinearity Sta琀椀s琀椀cs

We will evaluate whether the regression number system of each independent variable is significant in the model or not based on the test (student) with the hypothesis H0: Regression coefficient of the independent variable Xi = 0.

As the table, we can know that Sig < 0.05: Reject the hypothesis H0, which means that the regression coefficient of the variable Xi is statistically different from zero, the variable X1 has an impact on the dependent variable.

Discussion

Through chapter 2, which is literature review, that had been carried out and through the data analysis that was done in chapter 4 the first objective of the study was met which stated “To study the factors that influence customer satisfaction of Vaseline lip balm from 18-30 years old” The factors that affect customer satisfaction of Vaseline lip balm from 18-30 years old were perceived price, perceived quality, customer expectations, brand image and promotion.

After performing the path study, the second goal was achieved From the analysis, perceived quality was the factor that had the strongest effect on customer satisfaction as the coefficient was 0.325, highest of all the other elements that had been proven to have a major impact on consumer satisfaction for Vaseline lip balm.

Additionally, hypothesis 2 was also supported as perceived quality established a positive relationship with consumer satisfaction towards Vaseline lip balm.

After perceived quality, factor promotion is the factor that had the second strongest effect on customer satisfaction with the coefficient was 0.307 Furthermore, hypothesis 5, relationship between promotion and customer satisfaction was positive influence

CONCLUSION AND MANAGERIAL IMPLICATION

Conclusion

The results of this study tell us the influencing factors and customer satisfaction when purchasing at Vaseline and the reality of Vaseline's satisfaction with this customer service.

This is really useful for the cosmetic product business because through it Vaseline can monitor and control customer satisfaction through monitoring and adjusting factors affecting it at the same time Vaseline also sees its performance and is comparable to its competitors.

The analysis of the importance of each influencing factor and customer satisfaction is very important in planning business strategy These are important factors for customers, so of course, Vaseline managers must focus on controlling and supplementing to improve these factors However, in reality, manufacturers and businesses are always constrained in resources, so they cannot improve many factors at the same time Therefore, managers must prioritize the improvement of important factors by determining the priority order to invest and improve to achieve the most effective.

The results of this research will be a reliable input source for Vaseline managers in the coming time, and at the same time give Vaseline the opportunity to better understand customer needs and customer evaluations of the product status of cosmetic products, from which there is a basis to improve operational quality and enhance customer satisfaction.

Managerial implica琀椀on

Satisfaction will increase when product quality is focused Customers always evaluate good or bad products through quality, which is the most obvious, most easily noticeable Therefore, to bring customers a satisfied Vaseline lip balm, the brand needs to improve the quality of Vaseline lip balm.

- Has a thick waxy texture, quite smooth and easy to use

- The ability to moisturize, soften lips, limit peeling lips and also have the ability to improve lip pigmentation rosier.

- In addition to the effects for the lips, it also has the effect of removing eye makeup and nourishing eyelashes Perfume scent lasts longer.

- With extremely compact packaging, it is convenient to transport long distances and is not affected by temperature factors on raw materials

5.2.2 About product design and design

For tangible products, design and design play an important role in product satisfaction In order to stimulate curiosity and external characteristics of the product, the company needs to improve the design and design so that:

- The design of Vaseline lip balm with blue plastic cap features distinctive and eye-catching colors.

- Product design must be diverse with many choices for customers (jars, bars, ) - Always clearly and accurately record ingredients and expiry dates to increase safety for users.

Ranked 4th in terms of priority in terms of influence on customer satisfaction with Vaseline lip balm is the company image (BR) with (β= 0.226) always properly representing the company's behavior , as well as a close relationship with customers through many social programs and activities to help the company get closer to the practical comments of customers for the product From there, helping company managers come up with better solutions.

- Representative sponsor for large crowdfunding events - Always participate in social programs to increase the community of the company - Charity fundraising for charities in the province to let customers know that the business is always responsible for society.

The project has made positive contributions to Vaseline in understanding customers and recognizing its position, but there are certain limitations as follows:

- Firstly, due to the limitation of time and cost, the ability to reach customers, the sample size of the survey is large enough but not highly generalizable because the sample is selected by the convenience method instead of the probability sample.

- Second, this study only focuses on a narrow scope of Ho Chi Minh City In order to have a more comprehensive picture of customers, more studies like this are needed in urban areas and cities nationwide in the future and this is also the direction for further studies.

On the other hand, because customers' expectations when buying at Vaseline always change with an increasing trend, the research results of the topic will be valuable at the present time and in the near future Research should be conducted regularly to grasp customer needs and promptly improve customer service better and better.

Strongly disagree Disagree Neutra l Agree Strongly agree

O昀昀ers value for money 5 9 76 55 11

Is e昀昀ec琀椀ve on my lips 2 3 46 74 31

Matches my speci昀椀c needs

The product is not prone to oil separa琀椀on in all weather

This brand comes to my mind immediately when I want to purchase a

Ads of the retail contributors of Vaseline are a琀琀rac琀椀ve

Point of purchase (display) of retail distributors are a琀琀rac琀椀ve

2 Vietnamese ques琀椀onnaires table

Trích nguồn Rất không đồng

Trung bình Đồng 琀nh

Cảm nhận về giá cả

Là sản phẩm phù hợp với giá cả

Geo昀昀rey N.Soutar (2001) Chất lượng sản phẩm cao hơn so với kì vọng về giá

Giá phù hợp với sản phẩm

Sản phẩm nằm ở tầm giá thấp so với thị trường chung

Cảm nhận về chất lượng

Bảo quản được chất lượng sản phẩm

(2022) Hiệu quả mang lại trong quá trình sử dụngSự đa dạng và 琀椀ện dụng đối với bao bì sản phẩm

Phù hợp với các nhu cầu cụ thể

Mong đợi đến từ vị trí của khách hàng

Sản phẩm mang đến hiệu quả ngoài mong đợi

Dung 琀ch có thể sử dụng trong một thời gian dài

(2018) Sản phẩm không dễ bị tách dầu vì các yếu tố bên ngoài (thời 琀椀ết nóng, lạnh, )

Nhỏ gọn dễ dàng mang đi

Tin rằng Vaseline mang lại dấu ấn lớn về chất lượng

Mansori (2016) Hình ảnh của thương hiệu mang lại dấu ấn nổi bật và lâu dàiGiá trị của Vaseline mang lại sự tự 琀椀n của chính nó trong lĩnh vực son dưỡng Đây là thương hiệu khiến bạn nghĩ ngay khi nhắc đến son dưỡng

Truyền thông từ các nhà bán lẻ của Vaseline đầy thu hút

Pham Thi Lien, Do Bich Ngoc

(2016) Các chương trình khuyến mãi từ các đại lý của Vaseline đã thuyết phục được sự mua hàng của người 琀椀êu dùng

Quảng cáo cung cấp rõ về thông 琀椀n của sản phẩm Chan Yin Yee,

Shaheen Mansori (2016) Kệ trưng bày từ nhà bán lẻ dễ dàng trong tầm nhìn của người mua

3 List of 昀椀gures

Figure 1: American customer sa琀椀sfac琀椀on index 6

Figure 2: Taiwan customer sa琀椀sfac琀椀on index 13

Table 1: Summary table of relevant research 15

Table 2: Ques琀椀onnaire 25

Table 4: Data of people who joined our research 35

Table 6: KMO and Bartle琀琀’s Test 36

Table 8: VARIMAX rotated component analysis (Factor-loading matrix) 38

Table 9: Correla琀椀ons 39

Table 11: Coe昀케cients 40

Ronald van Haa昀琀en (2017) Customer sa琀椀sfac琀椀on models Retrieved from h琀琀ps://www.van-haa昀琀en.nl/customer-sa琀椀sfac琀椀on/customer-sa琀椀sfac琀椀on- models/65-customer-sa琀椀sfac琀椀on-index-csi-models.

Chan Yin Yee, Shaheen Mansori (2016 ) Factor that in昀氀uences consumers' brand loyalty towards cosme琀椀c products Journal of Marke琀椀ng Management and

(2016) Đánh giá và đo lường mức độ hài lòng của khách hàng và đại lý về sản phẩm

Ernesto Jose Tjahjono, Lena Ellitan, Yulias琀椀 Ika Handayani (Unika Widya Mandala

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Jillian C.Sweeney, Geo昀昀rey N.Soutar (2001) Consumer perceived value: The development of a mul琀椀ple item scale Journal of Retailing, 203-220.

Juwel Rana (2022, Octorber 31st) 7 Most Important Customer Sa琀椀sfac琀椀on Theories

Retrieved from h琀琀ps://www.revechat.com/blog/customer-sa琀椀sfac琀椀on- theory/.

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Applica琀椀ons Retrieved from Investopedia : h琀琀ps://www.investopedia.com/terms/a/anova.asp Madans, Andrew; Pilarz, Ka琀椀es; Chris琀椀ne; Prasad, Shailly (2021, 01 18 ) Ithaca Got

Your Lips Chapped? A Performance Analysis of Lip Balm Retrieved from

Library of Cornell University : h琀琀ps://ecommons.cornell.edu/handle/1813/28296 Manal Echchad, Abrar Ghaith (2022) Purchasing Inten琀椀on of Green Cosme琀椀cs Using the Theory of Planned Behavior: The Role of Perceived Quality and

Environmental Consciousness Expert Journal of Marke琀椀ng , 62-71.

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Miuses, and Future Advances SAGE Publica昀琀ions, Inc

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Consumer Sa琀椀sfac琀椀on: A Literature Review from Islamic Perspec琀椀ve Turkish

Sri Lestari PRASILOWATI, Suyanto SUYANTO, Julia SAFITRI, Mursida Kusuma

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Tr nh Hoài Phị ương

Relevant research Questionnaires for hypothesis 1,3 Descriptive statistic of sample Research question

Create and run the data Edit appendix

Subject and scope of research Concepts

Measurement scale Vietnamese questionnaires Managerial implication Create and run the data Edit word

Research purpose Create and run the data Theories

Limitation and further viewResearch methodology

Survey table