An Investigation into the Role Customer Service Quality Plays on Customer Satisfaction and Repeat Purchase Decision in the UK Cosmetic Industry

This research examined the role of customer service quality in shaping customer satisfaction and repeat purchase behaviour within the highly competitive UK cosmetic industry. Conducted as part of an MSc International Business Management programme, the research addressed a key gap in existing literature by focusing specifically on the UK market context. The research adopted an interpretive research philosophy and a qualitative, exploratory approach, guided by the research onion framework. A systematic literature review was undertaken using reputable academic databases including Scopus, Emerald, ProQuest, JSTOR, Wiley Online Library, and Google Scholar. The research applied structured screening techniques, including a PRISMA flow diagram, to ensure methodological rigour and transparency in the selection of relevant studies. The analysis was underpinned by established theoretical frameworks such as the SERVQUAL model, relationship marketing theory, expectancy disconfirmation theory, and customer loyalty models. Key themes examined included service reliability, responsiveness, assurance, empathy, product innovativeness, packaging, sustainability practices, and electronic word-of-mouth (e-WOM). Findings revealed that high-quality customer service is a critical driver of customer satisfaction and repeat purchase decisions in the UK cosmetic industry. The study demonstrated that brands investing in innovative products, attractive packaging, sustainable practices, and responsive customer engagement are more likely to foster customer loyalty and positive word-of-mouth. Furthermore, repeat purchases were shown to provide valuable insights into consumer behaviour while significantly contributing to revenue growth and long-term competitiveness. The research concluded with practical recommendations for cosmetic brands, emphasising the importance of customer-centric strategies, service excellence, sustainability, and digital engagement to enhance satisfaction, encourage repeat purchases, and sustain competitive advantage in the UK cosmetic market.