美容師職能對消費者再購意願之影響-以顧客滿意度、人際信任爲中介變項

隨著經濟快速發展及生活品質的提高，大家對化妝保養品的觀念由奢侈品逐漸轉變成民生必需品，也開始願意在「美麗」方面投資較多的時間和金錢，形成所謂「美麗經濟」產業。管理大師彼得杜拉克 (Peter Drucker) 曾說「企業的首要工作在創造並且留住顧客」「企業成功與否，關鍵不在於生産廠商，而取決於顧客」。美容業的商品差異性極其微小且競爭激烈，在競爭激烈的服務産業中，「人力資源」才是企業最重要的資産，如果從業人員專業技能不足，企業也無法提升競爭力。美容業產品的核心即為服務，其特性為美容師與消費者以一對一之方式進行，且直接接觸人體皮膚之親近服務。美容師不僅僅是服務的操作者，她同時也是一名銷售員，需要通過自己專業知識，運用各種技巧、方法為消費者提供服務，滿足顧客需求，得到消費者的青睞以增加銷售額及再購率，在美容産業經營中，美容師專業能力高低扮演著關鍵性的角色。關於美容師職能部分，國內學者多爲探討專業技能，較少就其整體職能(知識、技能、態度)加以探討；在美容師與再購意願的關係中，國內學者多爲探討美容師與顧客滿意度、再購意願之關係，而美容師與人際信任、再購意願方面的研究卻非常缺乏。本研究採質化與量化的方式進行研究，在質化研究方面，本研究邀請6位産官學方面的美容業專家進行訪談，以建構美容師職能；量化研究方面，以便利取樣的方式進行問卷調查，獲得有效問卷310份。所有資料經過統計分析後，研究發現：美容師職能對顧客滿意度、人際信任、再購意願爲顯著正相關；顧客滿意度、人際信任對再購意願爲顯著正相關；顧客滿意度、人際信任在美容師職能與再購意願間具部分中介效果。研究啓示：在美容師職能、滿意度、人際信任對再購意願的關係中，人際信任的影響力高於滿意度。鑒此，如需提高消費者再購意願，美容業者不僅需提高消費者滿意度，更需提高消費者對美容師的人際信任，人際信任是消費者與美容師間不可缺少的要件，也是促成交易與再購的重要因素。本研究成果可提供美容業業者對美容從業人員職能建構、人才訓練養成與在職訓練課程，以及提供美容業經營及招募時參考。

關鍵字

美容師；職能；滿意度；人際信任；再購意願

並列摘要

As economic booms at a staggering pace and living standards soar, cosmetics are more often considered as a necessity than luxury goods because of the belief in the worthiness of investing more time and money in beauty, which leads to the rise of the “beauty economy.” “The primary mission of a business is to create and keep customers,”said Peter Drucker, “The success of a business by and large depends on the customers rather than manufacturers.” The products in the beauty industry are highly competitive as a result of their lightweight discrepancies, which renders human resources as the most important asset. If the staff is not sufficiently competent, the business fails to promote the competitiveness. The core of beauty industry is service, which is more often carried on a one-on-one basis with a beautician and a client and involves physical contact. A beautician is not only a service provider but a sales representative, who provides services to customers using his or her knowledge and techniques to satisfy them and win their favor and possibility of repurchase. In the operation of the industry, a beautician’s skills and professionalism play a key role. Most scholars in Taiwan explore the competencies of beauticians, while knowledge, skills and attitude have not deserved enough attention. When discussing the correlation between a beautician and the customer’s willingness of repurchase, most focus on customer satisfaction and its correlation with repurchase willingness, while not many explore the correlation between interpersonal trust and repurchase willingness. The study adopts a research method using qualitative and quantitative approaches. The former features interviewed with beauty experts from the industry, government, and the academia in hopes of building a set of professional competencies for a beautician. The latter was conducted on the basis of convenience sampling, with 310 valid questionnaires collected. The analysis of the data concludes that a beautician’s professional competencies are positively correlated with customer satisfaction, interpersonal trust, the willingness of repurchase, while customer satisfaction and interpersonal trust are positively correlated with willingness of repurchase. It can be said that both customer satisfaction and interpersonal trust play as partial mediators between a beautician’s competencies and customer repurchase willingness. The results of this study show that among the four factors, the impact of interpersonal trust turns out higher than customer satisfaction. Given such, a beautician will not only need to promote the customer’s satisfaction but also reinforce interpersonal trust, Interpersonal trust is an indispensable factor between a consumer and a beautician, making it the key to repurchase. This study provides a basis on which beauty businesses may establish the framework of professional competencies for beauty practitioners as well as training of human resources and vocational training, operation, and recruitment.