Mediating Effect of Customer Satisfaction on the Gen-Y Customer Loyalty of Cosmetic Products in Guangdong China: A S-O-R Approach

Customer loyalty is essential for the sustained growth of the cosmetic industry, and understanding the factors influencing it is crucial for businesses targeting Generation Y (Gen-Y) consumers in Guangdong, China. This study explores the mediating effect of customer satisfaction on Gen-Y customer loyalty toward cosmetic products, using the Stimulus-Organism-Response (S-O-R) model as the theoretical framework. By examining how external stimuli such as product quality, brand image, and service quality influence Gen-Y consumers’ emotional responses (satisfaction), and how these responses, in turn, affect loyalty, this research provides a comprehensive understanding of the loyalty-building process. The study employs quantitative research design, surveying Gen-Y consumers in Guangdong, with a focus on how satisfaction mediates the relationship between stimuli and loyalty outcomes. The findings highlight the significant role of customer satisfaction in enhancing brand loyalty and offer insights into cosmetic brands to refine their strategies in a competitive market. By focusing on satisfaction as a mediator, businesses can better align their marketing efforts to foster long-term customer loyalty in this key demographic. Keywords: