美髮業服務創新與體驗行銷對顧客滿意度之研究:以JMM髮型為例

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/114377

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/114377

Title:	美髮業服務創新與體驗行銷對顧客滿意度之研究:以JMM髮型為例 Research of Service Innovation and Experiential Marketing on Customer Satisfaction: A Case Study of the JMM Beauty Salon
Authors:	黃冠旻 HUANG, GUAN-MIN
Contributors:	經營管理學系碩士在職專班
Keywords:	服務創新;體驗行銷;顧客滿意度 Service Innovation;Experience Marketing;Customer Satisfaction
Date:	2020
Issue Date:	2022-12-19 02:47:07 (UTC+0)
Publisher:	亞洲大學
Abstract:	本研究藉由服務創新、體驗行銷、顧客滿意度相關文獻探討，以了解台灣目前美髮產業的發展歷史，並歸納出美髮業的市場。美髮沙龍的歷史演變多元，經營模式也相當多，因此本研究以精緻沙龍的轉型模式探究「服務創新」、「體驗行銷」與「顧客滿意度」的相關影響，這之間又是如何影響一個企業的經營，更深入了解精緻沙龍的市場。以「新北市JMM髮型」為主要研究對象，採取問卷調查方式，受測者為JMM 髮型之顧客，由顧客的角度探討「服務創新」、「體驗行銷」與「顧客滿意度」之間是否存在正向的影響關係。本研究採用發放問卷方式，共回收有效問卷250份；並整理出3項研究結論，「服務創新對顧客滿意度具有正向影響」、「體驗行銷對顧客滿意度具有正向影響」和「服務創新對體驗行銷具有正向影響」，因此，本研究成果可提前作為本體系的企業診斷，更備用於未來開創連鎖加盟時的經營宗旨。 Through further discussion on related literatures such as service innovation, experience marketing, customer satisfaction, etc., this research deeply understands the development history of the current hairdressing industry in Taiwan, and then summarizes the market distribution of the hairdressing industry. The historical evolution of the hair salon is quite diverse, and the business model is also quite diverse. Therefore, this study further explores the impact of service innovation and experience marketing on customer satisfaction with the transformation model of exquisite salons. How to influence the operation of an enterprise between the two is also the subject of this research, in order to gain a deeper understanding of the market of fine salons.In this study, "New Taipei City JMM Hairstyle" was used as the main research object, and a questionnaire survey was adopted. The subjects were customers of JMM Hairstyle. From the perspective of customers, we can further explore whether there is a positive relationship between service innovation, experience marketing and customer satisfaction.In this study, the total of 250 valid questionnaires were collected using a questionnaire. A total of three research samples were sorted out, "Service innovation has a positive impact on customer acceptance", "Experience marketing can have a positive impact on customers" and "Service" Innovation has a positive impact on experience marketing.” Therefore, the results of this research can be diagnosed as an enterprise in this system in advance, and it is more ready to be used in the future to establish the operating strength of the franchise.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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