探討美髮業服務補救、知覺公平與顧客忠誠度之關聯性─以轉換成本為干擾變數

Explore the Relationship among Service Recovery, Perceived Justice and Customer Loyalty – A Case Study of Hair Salon

謝孟峻(Meng-Chun Hsieh)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2012年)

摘要

近年來美髮業已是服務業產業中重要的服務市場之一，許多消費者會花費許多心力參與整體美髮消費的過程。而美髮業也如雨後春筍的大量出現，除了象徵服務業的蓬勃發展外，也顯示出現代人對於自我形象的管理與生活品質的要求提升。而對應於消費者的激增，美髮業者所提供的服務項目更是日趨廣泛，相當然爾失誤的類型也會增加。對於美髮業來說，失誤不僅會發生在產出品質上（例：消費者不滿意完成後的髮型），更常是出現於製造品質中（例：洗髮或理髮過程中感受不適），美髮業者若能夠透過服務溝通及時滿足消費者需求，並在第一時間做適當的補救與修正，將有助於提高顧客忠誠度
本研究之研究方式採問卷調查方式進行，研究對象以曾在理髮過程中遭受失誤，而提出申訴或抱怨，並獲得業者補救的消費者為主，回收450份有效樣本數，並進行實證分析，證實服務補救程度愈高消費者知覺公平會愈高，消費者知覺公平越高，顧客忠誠度會越高，且轉換成本對知覺公平與顧客忠誠度之間的關係具有部分干擾效果。

關鍵字

服務補救 ； 知覺公平 ； 顧客忠誠度

並列摘要

Recent years the hair-beauty industry has became one of the most important industries of the service market, many customers would spend their energy and time engaging in whole hair-beauty process. Also the hair-beauty industry emerges rapidly, It’s not only the sign of the development of the service industry, but also reveals that modern people increase their demanding of life’s quality. The service projects that hair salon provided are much diverse because of the increasing of the customers, on the other hand, the types of service failure will increase, too. For hair-beauty industry, the failure is not only happened at the end items, but also at the serving process. If the designer could satisfy the customers in time through the communication, do the proper recovery and modify, then it would good to enhance customer loyalty.
This study collects 450 effective questionnaires. The analyzed results confirm that service recovery has significantly positive effects on perceived justice; Perceived justice has significantly positive effects on customer loyalty; Switching cost will moderates the relationship of perceived justice and customer loyalty.

並列關鍵字

service recovery ； perceived justice ； customer loyalty

參考文獻

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