很多人認為化妝品賣的就是商品，也認為，商品售出後就是服務的結束，其實不然，本研究看法化妝品銷售的不單是商品，而是商品使用後的「效果」，但該效果需要有消費者的參與才能顯現，因此，整個化妝品的商品組合應為「商品+售後服務+消費者參與」，所以銷售後，才是服務的開始，並不是結束。

然而，消費者有沒有感覺到買對了商品？是否滿足了？品質要求的標準是來自消費者的心理預期，但消費者參與程度又偏偏高度影響著效果，所以商品服務品質的展現若部份取決於消費者，那麼品牌商如何控管自家商品品質能有理想的呈現呢？因此，針對消費者購買後不同的心理特徵，善用管理使其良好的參與環節，讓顧客達到心理對商品期待的知覺價值最佳化，協助顧客得到滿意的效果，贏得顧客購買後滿意，才能與品牌間發展出綿密的關係，在本研究中稱為「購後行為管理」。

再者，頂級品牌由於價位高，強調成份及品質的獨特，往往更容易影響認知，會在購後有高度預期而產生知覺品質落差，必須更謹慎防止購後失調，避免行銷資源浪費，本文將探討新進市場的頂級品牌，如何運用「購後行為管理」為競爭方案，以提升顧客滿意為宗旨，在有限的資源下，與大集團強勢固守的百貨市場疆界中力爭席次的策略。

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