This research focuses on the effects of customer satisfaction and loyalty at a well-known cosmetics store chain in Bangkok, Thailand: Boots stores. Questionnaires were distributed to collect information from 400 respondents who had received the services from the cosmetics departments of Boots stores. The results show that there is a relationship between customer satisfaction and loyalty. Every dimension of service quality namely responsiveness, tangibility, empathy, assurance and reliability has an impact on customer satisfaction, which can therefore be increased through creating loyalty through every dimension. In addition, there is a relationship between customer satisfaction and relative attitude. If the customers are satisfied with service, they will develop a favorable and positive attitude and this will create repurchase intention in the future, which is customer loyalty.
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