美容師職能對消費者再購意願之影響－以顧客滿意度與人際信任為中介變項

隨生活品質提高，國人對美妝產品觀念已由奢侈品轉為民生必需品，願意投資更多時間與金錢讓自己更美麗。美容師薪資來源包含本薪及抽成，故只要銷售業績佳，即可獲較高薪資。此不僅關係個人收入，亦攸關美容企業之經營績效。美容師提供消費者直接接觸服務，互動過程中建立人際信任，提升顧客滿意度，引發消費者再購意願。有鑑於開發新顧客成本，比維持舊顧客成本要高，如何提升美容師專業能力及顧客再購意願，是業者當前面對的重要課題。過去研究著重美容師服務態度及其與顧客滿意度間之討論，然對雙方人際信任與消費者再購意願間之探索卻十分有限。本研究以質性訪談發展研究工具，創建美容師職能構面，再將310份有效回收問卷進行量化分析。結果發現，美容師職能之「知識」與「技能」是提升消費者再購意願的重要因素；美容師的服務「態度」可增加顧客滿意度。顧客滿意度與人際信任對消費者再購意願雖皆有正向影響，唯「人際信任」對再購意願之影響大於「顧客滿意度」。因此，提升美容師之知識與技能，以增加消費者對美容師人際信任，是業者顯著提升消費者再購意願的經營策略。

關鍵字

美容師職能；顧客滿意度；人際信任；消費者再購意願

並列摘要

As living standards soar, skin care products are more often considered as necessity rather than luxury goods. The core of beauty industry is service, which is carried on a face-to-face 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 skills to satisfy customers and win their trust for repurchases. Previous studies discussed the skills of beauticians, while the content of beautician competencies and the interpersonal relationships between beauticians and customers have not deserved enough attention. This study adopts both qualitative and quantitative approaches. The former features interviewed with experts from the industry to build a set of professional competencies for a beautician. The latter was conducted on the basis of convenience sampling, with 310 valid questionnaires collected. The study results show that knowledge and skill are two important competencies to consumer repurchase willingness while attitude has direct effect on customer satisfaction. Besides, the impact of interpersonal trust on repurchase willingness is significantly higher than that of customer satisfaction. Interpersonal trust is an indispensable factor between a consumer and a beautician, making it the key to repurchase.