從服務特質探討專業美容之營銷管理

Marketing Management of Professional Beauty Salons: From the Perspective of Service Characteristics

曾俊明(Chun-Ming Tseng)

《美容科技學刊》 6卷1期 (2009/03) Pp. 213-232

https://doi.org/10.30001/JIES.200903.0016

摘要

專業美容沙龍這個區塊，在化妝品業不同的銷售通路中，無論東、西方國家，不管是已開發或開發中的經濟環境之下，都屬於極其重要的一環。與百貨公司化妝品專櫃、抑或中小型化妝品專賣店相比較，專業美容沙龍都必須具備更豐富的專業知識、技術及管理技巧。專業美容沙龍屬於服務業的範疇，業者必得深入瞭解服務的特質，方能建構正確的運營策略及企劃，企業經營始能漸入佳境；服務有別於一般工業製造之有形商品，是不可分割的一連串行為或活動的過程、也是團隊的集體行為表現，許多屬於支援性質的隱性服務便因此影響到核心服務質量的評價；服務業的營銷管理在20世紀的70年代起，就逐年受到管理學界的重視、紛紛提出創新的研究與論述；服務的產出過程需要服務業的全員配合演出，內部營銷的呼聲即因勢利導、應運而生，因此特別需要業者與學者，以服務特質的角度，進一步探討專業美容沙龍的營銷管理方法。

關鍵字

專業美容沙龍 ； 服務特質 ； 隱性服務 ； 服務營銷管理 ； 內部營銷

並列摘要

East or west, well-developed or under-developing countries, the professional beauty salon sector is one of the most important channels in cosmetic industry among defferent sales channels. In comparison with the cosmetic counter of department Stores or retail-Shop, the employee of the beauty salon should own mach more specialized knowledge, techniques and management skills. Particularlly, all the staffs should he acquainted with service characteristics in order to construct the correct strategies and policies since beauty salon belongs to service industry Service is a process of behaviors nonvisible work performed and provided by team- rather than individual-based work. Therefore some of the invisible services will certainly affect the result of the core-service. Many researchers have been focused on the innovative studies for decades. Literature performed bymany distinguished scholars and experts advanced the service management. As one of the important players in service sector, practioners and scholars should pay more attention to the productive processes in a teamwork-performance, particular from the perspective of internal marketing and service marketing.

並列關鍵字

Professional beauty salon ； Service characteristics ； Invisible service ； Service Marketing ； Internal marketing

參考文獻

Valarie A. Zeithaml,Mary J. Bitner,Dwayne D. Gremler,International (ed.)(2006).Services Marketing: Integrating Customer Focus Across the Firm.McGraw-Hill Education.

Gronroos, Christian(2008).Service Management and Marketing: Customer Management in Service Competition.John Wiley & Sons, Ltd..

Gronroos, Christian(1994).From Marketing Mix to Relationship Marketing: Toward a Paradigm Shift in Marketing.Management Decision.32(2),4-20.

Richard Normann(2000).Service Management Strategy and Leadership in Service Business.John Wiley & Sons, Ltd..

L. Berry(1999).Discovering the Soul of Service.New York:The Free Press.