美容服務品質、顧客滿意度及顧客忠誠度關係之研究-以某美容工作室為例

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/113546

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Title:	美容服務品質、顧客滿意度及顧客忠誠度關係之研究-以某美容工作室為例 Research on the Relationship between Quality of beauty Services,Customer Satisfaction and Customer Loyalty- Beauty Studio as an Example
Authors:	岩文翔 YEN, WEN-XIANG
Contributors:	經營管理學系
Keywords:	服務品質;顧客滿意度;顧客忠誠度;美容工作室 Quality of service;Customer Satisfaction;Customer Loyalty;Beauty Studio
Date:	2022-07-14
Issue Date:	2022-10-28 08:15:19 (UTC+0)
Publisher:	亞洲大學
Abstract:	根據行政院主計總處的工商及服務業普查報告，美髮及美容美體產業的生產總額呈現持續成長的趨勢，面對現今社會對於美容、美髮、按摩、美體等服務的需求程度愈來愈高，美容企業之公司形象、服務品質，隨著經濟發展及社會環境變遷，已經成為企業獲取競爭優勢的關鍵因素。目前研究大多以探討美容業服務品質及顧客滿意度為主，較少文獻探討顧客忠誠度，故本研究以美容工作室之顧客為研究對象，探討美容工作室之服務品質、顧客滿意度及顧客忠誠度等各構面之關係。本研究採用問卷調查方式作為研究工具，問卷內容以 Parasuraman、Zeithaml and Berry 主張之服務品質五大構面及顧客滿意及顧客忠誠度相關構面，以美容工作室之顧客為研究對象，瞭解顧客對於美容工作室之服務品質之看法，並了解顧客對於服務的滿意程度及顧客對美容工作室之忠誠度等各構面之間的關係，並以此作為未來美容工作室經營管理的參考依據。研究顯示本研究之假說皆成立，因此本研究建議美容工作室需要提升服務品質進而提高顧客對於美容工作室的滿意度，使顧客願意持續至美容工作室進行消費，並協助推廣、行銷美容工作室。 According to the Census of Industry, Commerce and Services report by the General Accounting Office of the Executive Yuan, the total production of hairdressing and beauty industry is on a continuous growth trend. In the face of the increasing demand for beauty, hairdressing, massage, and bodywork services in today's society, the corporate image and service quality of beauty companies have become key factors for companies to gain competitive advantage as the economy develops and the social environment changes. Most of the current studies focus on the service quality and customer satisfaction in the beauty industry, but there is less literature on customer loyalty. Therefore, this study takes the customers of beauty studios as the research target and examines the relationship between the service quality, customer satisfaction and customer loyalty in beauty studios.This study uses a questionnaire survey as the research tool, and the questionnaire is based on the five major components of service quality advocated by Parasuraman, Zeithaml and Berry, as well as the components of customer satisfaction and customer loyalty. The customers of the beauty studio are used as the research subjects to understand the service quality of the beauty studio, and to understand the relationship between the components of customer satisfaction with the service and customer loyalty to the beauty studio, which will be used as a reference for the future management.The study shows that the hypotheses of this study are valid, therefore, this study suggests that beauty studios need to improve the quality of service to increase customer satisfaction with beauty studios, so that customers are willing to continue to spend money at beauty studios, and help promote and market beauty studios.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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