美髮業服務品質與顧客滿意度之研究

A Study of Service Quality and Customer Satisfaction in Hairdressing Industry

陳建良(Chien-Liang Chen)

指導教授 ： 鄭瑞昌

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2012年)

https://doi.org/10.6826/NUTC.2012.00104

摘要

本研究旨在探討美髮業消費者之服務品質、知覺價值、顧客滿意度及消費者本身的特性四者間，是否與再購意願有相關性影響，以供美髮業者提出吸引消費者前往消費之依據，作為行銷策略的參考。鑑於此，本文以服務品質、價格認知及消費者特性作為自變項，顧客滿意度為中介變項，而再購意願為應變項；並以卜麗司美髮沙龍之消費者作為研究對象，共發出250份問卷，並依受試者認知，採李斯特五點量表計分，再藉由SPSS 與 Amos18軟體進行敘述性統計分析、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析定及線性結構關係模式等統計方法，來驗證本研究假設，經統計分析，得到以下結論：
一、不同屬性消費者之服務品質、知覺價值、顧客滿意度與再購意願存在部分顯著差異。
二、美髮業消費者之服務品質、知覺價值、顧客滿意度、再購意願等變項，除知覺價值與再購意願之外，皆有顯著的相關。
三、美髮業消費者之服務品質、知覺價值對顧客滿意度與再購意願，除知覺價值與再購意願之外，皆有有顯著的影響。
四、經過研究分析，顧客滿意度為服務品質、再購意願的中介變項，影響不同服務品質消費者對再購意願的推廣程度。

關鍵字

美髮業 ； 服務品質 ； 知覺價值 ； 顧客滿意度 ； 再購意願

並列摘要

This study aims to investigate the relationship among service quality, perceived value, customer satisfaction, customer characteristics, and repurchase intention in hairdressing industry. Service quality, perceived value and customer characteristics were the independent variables and consumer retention wasdependent variables, and customer characteristics served as mediator for this study. A total of 250 questionnaires were distributed through purposive sampling procedure from customers who visited hairdressing professional shop-“please-hair-salon”in Taichung City. Descriptive statistics, Factor analysis, t-test, one-way ANOVA, and Linear Structure Relation Model were utilized to confirm supposition to this study. Results are helpful for hairdressing professionals to make efficient strategies to attract consumers. The research results shows as follows:
(1) Some customer characteristics were significant found within service quality, perceived value, customer satisfaction, and repurchase intention.
(2) In addition to perceived value and customer satisfaction, the customer of hairdressing industry are also significantly correlated with service quality, perceived value, customer satisfaction, and customer retention.
(3) In addition to perceived value and customer satisfaction, the hairdressing customers are have significantlyeffect service quality, perceived value, customer satisfaction, and repurchase intention.
(4) Through research and analysis, customer satisfaction is the mediator between service quality and repurchase intention.

並列關鍵字

Hairdressing industry ； Service quality ； Perceived value ； Customer satisfaction ； Customer retention

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