SPA美容產業顧客消費吸引力之研究

Research on Consumer Attraction of SPA Beauty Industry

陳淑紅(Chen, Shu-Hong) ； 董志明(Dong, Chih-Ming)

《美容科技學刊》 17卷1期 (2020/06) Pp. 81-99

https://doi.org/10.30001/JIES.202006_17(1).004

摘要

隨著國人平均收入的提升，在生活方式及對生活品質的要求上都有著與上個世紀明顯的差異。許多人開始追求外在的完美，也因此催生了台灣SPA美容產業的普及化。在自己能負擔的價格內，選擇適合自己的療程，追求外表的修飾或是舒解身心的壓力，儼然成為一種常態及風尚。SPA美容產業市場極為競爭，所有的經營者無不使出渾身解數以求生存。因此，如何營造以客為尊的氛圍吸引消費者以及有效的提升營運績效並確保客源穩定是所有店家最急需解決的課題。本研究的目的擬探討SPA美容產業的服務品質、品牌形象、產品價格與環境設備等構面對消費者吸引力之影響，並利用Kano二維品質問卷，找出SPA美容產業消費吸引力的屬性類別及滿意度改善指標。研究結果顯示在22項品質要素上，其中有7項被歸類為「一維品質」，13項被歸類為「魅力品質」，2項歸類為「無差異品質」，無任何一項被歸類為「必須品質」或「反向品質」。

關鍵字

SPA美容產業 ； 顧客消費吸引力 ； Kano二維品質問卷

並列摘要

With the improvement of the average income of the compatriots, there are obvious differences in lifestyle and quality of life requirements from the last century. Many people have begun to pursue external perfection, which has led to the popularization of Taiwan's SPA beauty industry. At a price that you can afford, choosing a treatment that suits you or pursuing cosmetic modification or relieving physical and mental pressure, has become normal and fashionable. The SPA beauty industry market is extremely competitive, and all operators do everything they can to survive. Therefore, how to create a customer-oriented atmosphere to attract consumers, and how to effectively improve operating performance to ensure the stability of customer sources is the most urgent issue for all operators. The purpose of this study is to explore the impact of the SPA beauty industry's service quality, brand image, product price and equipment on consumer appeal. The research uses the Kano two-dimensional quality questionnaire to find out the attributes of SPA beauty industry consumer appeal category and satisfaction improvement indicators. The results of the study are shown on twenty-two quality factors, seven of which are classified as ＂one-dimensional quality＂, while thirteen of which are classified as ＂charm quality＂, and the other two are classified as ＂undifferentiated quality＂. None of them is classified as ＂required quality＂ or ＂reverse quality.＂

並列關鍵字

SPA beauty industry ； Customer consumption appeal ； Kano two-dimensional quality questionnaire

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