- 學位論文
台灣微整形產業品牌忠誠度之研究
Research on Brand Loyalty of Taiwan Micro Plastic Industry
摘要
台灣美容醫學產業成長之快速位於亞洲市場的前三名，在快速擴點的發展下，出現了一些醫療糾紛，業者莫不將問題指向市場的削價競爭，其影響層面也擴及至消費者身上。其中一些業者開始使用非合格的醫美產品，或是聘請經驗不足的非專業醫師，導致消費者效果不好，甚至面臨可怕的毀容，因此醫美糾紛層出不窮。 本研究透過問卷調查，瞭解台北市消費者對醫美中心之品牌形象、顧客忠誠度與再購買意願之情況。研究結果顯示，首先，受訪者對於服務品質與品牌形象最為重視。其次，在不同受訪者的背景中：性別上，女性消費者較男性消費者忠誠度高；年齡上，以21歲到30歲與31歲到40歲之滿意度最高；教育程度上，以專科、大學院校與研究所以上之受訪者較注重「品牌形象」與「服務品質」；職業上，以上班族、與家管之受訪者在各層面之忠誠度最高，而學生族群則在「品牌形象」、「顧客忠誠度」及「再購買意願」等忠誠度最低；月收入上，以2萬元到4萬元、4萬元到6萬元在「品牌形象」、「服務品質」、「顧客滿意度」、「顧客忠誠度」四個層面之忠誠度最高。 美容醫學是一個非常競爭的產業，透過本研究了解，唯有提升品牌形象與服務品質，培養顧客的忠誠度，方能促使顧客回購，也只有如此，才能提升競爭力。
關鍵字
微整形、品牌形象、品牌忠誠度並列摘要
Taiwan's beauty medicine industry is growing rapidly in the top three in the Asian market. However, under the rapid expansion of the development mode, there have been some medical disputes. The industry has not pointed the problem to the market's price-cutting competition, and its impact has also spread to consumers. . Some of these operators have begun to use non-qualified medical and beauty products, or hire inexperienced non-professional physicians. This has led to poor consumer performance and even terrible disfigurement, and medical disputes have emerged endlessly. Through the questionnaire survey, this study will understand the brand image, customer loyalty and willingness to purchase in Taipei City. The results of the study show that, first of all, respondents pay the most attention to service quality and brand image. Secondly, in the context of different respondents: gender, female consumers are more loyal than male consumers; age, 21 to 30 years old and 31 to 40 years old have the highest satisfaction; education level, to Respondents from colleges, universities and research institutes pay more attention to "brand image" and "quality of service"; professionally, the above-mentioned workers and respondents with family management have the highest loyalty at all levels, while the student population The loyalty of "brand image", "customer loyalty" and "repurchase intention" is the lowest; monthly income is $20,000 to $40,000, $40,000 to $60,000 in "brand image", The loyalty of the four levels of service quality, customer satisfaction and customer loyalty is the highest. Through this research, aesthetic medicine is a very competitive industry. Only by improving the brand image and service quality, and cultivating customer loyalty, can we promote customers to buy back, and only then can we enhance competitiveness.