美髮業關係行銷歷程與關係結果探討

瞭解美髮業顧客在關係行銷（relationship marketing）、關係利益（relationship benefits）、關係品質（relationship quality）與關係結果（relationship outcomes）態度及其關連性，將有助於企業界與美髮業經營者在服務品質及關係行銷策略擬定的參考依循。因此，本研究以台北都會區的美髮業顧客為研究對象，採分層隨機抽樣的方式進行調查，進一步應用結構方程模型（structural equation model，SEM）建構出關係品質與關係利益、關係結果之因果關連模式，應用信度與效度指標加以驗證，並探討美髮業顧客之關係行銷歷程與關係結果指標之關連性。實證結果顯示：（1）「若美髮業顧客有正面的關係行銷，則其將產生較積極且顯著的關係利益與關係品質；（2）美髮業顧客有較佳的關係利益，則其將產生較正向的關係品質與關係結果；（3）若美髮業顧客能獲的良好的關係品質，則其將產生較正面的關係結果。

關鍵字

美髮業；關係行銷；關係利益；關係品質；關係結果

並列摘要

Understanding the attitude of customers from hairdressing industry towards and its correlation among relationship marketing, relationship benefits, relationship quality and relationship outcomes will be helpful to the industry and its proprietors as a reference to draft service quality and strategies of relationship marketing. Therefore, the author adopted stratified random sampling for this study, and the samples were the customers of hairdressing in Taipei metropolitan area; furthermore, the author applied structural equation model, SEM, in order to construct the causality among relationship quality, relationship benefits and relationship outcomes. In addition, the research applied index of reliability and validity to verify and discuss the correlation between the progress of relationship marketing and relationship outcomes indicators of customers from hairdressing industry. The result reveals that: (1) If customers of hairdressing industry have positive relationship marketing, it will cause more active and obvious relationship benefits and relationship quality. (2) If customers of hairdressing industry obtain better relationship benefits, it will carry out more positive relationship quality and relationship outcomes. (3) If customers of hairdressing industry acquire better relationship quality, it will lead to more positive relationship outcomes.