服務品質、知覺價值與顧客滿意度之研究－以婚禮顧問產業為例

A Study on Service Quality, Perceptive Value and Customer Satisfaction in Wedding Consultant Industry

陳美惠(Chen, Mei-Hui)

《美容科技學刊》 14卷1期 (2017/06) Pp. 143-162

https://doi.org/10.30001/JIES.201706_14(1).0009

摘要

本研究探討消費者對於婚禮顧問產業之服務品質、知覺價值與顧客滿意度，以曾參加婚禮顧問服務之喜宴的消費者為樣本發放問卷調查。根據研究結果顯示，消費者對服務品質方面，最認同的為「婚禮場地環境令人感到整潔」；對知覺價值方面，最認同的為「能給其他人帶來好印象」；對顧客滿意度方面，最認同的為「對於氣氛營造」。其次，藉由分析結果可得知，不同消費者特性在性別、婚姻、年齡對服務品質、知覺價值與顧客滿意度皆無顯著差異；學歷與月收入則有部分顯著差異。學歷對服務品質與顧客滿意度有顯著差異，具研究所以上學歷對服務品質與顧客滿意度的平均數最高。學歷對知覺價值則沒有顯著差異；月收入對於知覺價值與顧客滿意度有顯著差異，對服務品質則沒有顯著差異。服務品質對知覺價值有正向顯著影響；服務品質對顧客滿意度有正向顯著影響；知覺價值對顧客滿意度有正向顯著影響。知覺價值在服務品質與顧客滿意度之間具有中介效果。本研究結果可提供相關主管單位，未來的管理參考依據，與婚禮顧問產業之相關業者，做為未來行銷策略研擬之參考，亦可對後續研究者提供後續研究。

關鍵字

婚禮顧問 ； 服務品質 ； 知覺價值 ； 顧客滿意度

並列摘要

This paper aims at studying the service quality, perceptive value and customer satisfaction using wedding adviser industry as a case. This study invited customers who were served at reception arranged by wedding advisors. 400 questionnaires were issued and 358 retrieved in which 341 valid; thus up to 85% recovery rate. The analysis of questionnaires shows: In Service Quality, the most concerned variable from customers is ＂The wedding hall is tidy.＂ In Perceptive Value, the most agreed variable, ＂The wedding arrangement will bring others a great impression.＂ In Customer Satisfaction, the most satisfying variable is ＂The wedding can brew hilarious ambience.＂ In addition, the analysis discloses that the gender, marriage status, age render no distinct implications on both Perceptive Value and Customer Satisfaction. Education background and monthly earning make noticeable differences on a few surveying topics. Education background weighs heavily upon either Service Quality or Customer Satisfaction. Customers with master degree or higher provided top mean quotient on above two topics; while no distinct difference was reported on the Perceptive Value. Monthly income played large role in both Perceptive Value and Customer Satisfaction gap; while no obvious divergence on Service Quality. Service Quality affects positively on both Perceptive Value and Customer Satisfaction. Perceptive Value imposes positive impact on Customer Satisfaction. Perceptive Value serves as a Go-Between for Service Quality and Customer Satisfaction. The results of this study would offer references for: institutions concerned for future managements; wedding advisor industry related for future strategic marketing planning; and future researchers for study directions.

並列關鍵字

Wedding consultants ； Service Quality ； Perceptive Value ； Customer Satisfaction

參考文獻

江筱蓓(2008)。婚禮顧問產業之情緒勞務與服務價值創造研究(碩士論文)。雲林科技大學。

吳則雄(2006)。台灣餐飲業顧客互動、服務品質、信任與顧客忠誠度關係之研究─以中南部國際觀光旅館餐廳為例(碩士論文)。國立成功大學高階管理碩士在職專班。

周怡君(2013)。知覺產品品質、服務品質與價格公正對顧客滿意度及忠誠度之影響─以餐廳為例。大同大學事業經營研究所。

蔡佩珊(2011)。服務創新與品牌形象對購買意願、顧客滿意度影響之探討─以台灣智慧型手機使用者實證研究。國立臺灣師範大學工業科技教育學系。

鄭智豪(2011)。商店印象對服務品質、知覺價值、顧客滿意度與顧客行為意向影響之研究─以台隆手創館為例(碩士論文)。國立澎湖科技大學服務業經營管理研究所。