美髮業服務品質、知覺價格、知覺價值、滿意度對行為意向之研究－以台灣、廣東為例

Effects of Service Quality, Perceived Price, Perceived Value, and Satisfaction on Behavioral Intention in Hairdressing Industries-An Example of Taiwan and Guangdong

黃建文(Jiann-Wen Huang) ； 蘇印璽(Yin-Hsi Su)

《臺南應用科大學報》 32期 (2013/10) Pp. 1-20

摘要

美髮業的市場競爭激烈，技術不再是最重要的。而業者為了吸引顧客，則必須在服務上、價格上都讓消費者滿意且有再次登門消費的意願。本研究經由文獻回顧後，為瞭解兩岸曾經到過美髮院消費的顧客背景特徵在各研究構面因素上之差異性，本研究利用線性結構關係模式分析台灣與廣東地區「服務品質」、「知覺價格」、「知覺價值」、「顧客滿意度」、「行為意向」的關聯性，其結果顯示：一、「服務品質」與「知覺價格」互相有顯著影響。二、「服務品質」對「知覺價值」有顯著正向影響。三、「知覺價格」對「知覺價值」有顯著正向影響。四、「知覺價值」對「顧客滿意度」有顯著正向影響。五、「顧客滿意度」對「行為意向」有顯著正向影響。

關鍵字

美髮 ； 服務品質 ； 知覺價格 ； 知覺價值 ； 滿意度 ； 行為意向

並列摘要

It is highly competitive at the moment in the hairdressing service market. The technique is no nore the most important. In order to attract customers, the businessmen need to improve the service quality and price superiority to encourage a repeat consumption. The linear structural relation was used to analysis the causal relation among service quality, perceived price, perceived value, customer satisfaction and behavior intention in Taiwan and Guangdong. The results exhibit:1. Service quality and perceived price influence each other.2. Service quality influence significately perceived value.3. Perceived price influence significately perceived value.4. Perceived value influence significately satisfaction5. Satisfaction influence significately behavior intention

並列關鍵字

Hairdressing ； Service quality ； Perceived Price ； Perceived Value ； Customer Satisfaction ； Behavior Intention