醫美保養品之產品屬性、顧客滿意度與顧客忠誠度研究

A Study of Cosmeceutical Product Attributes, Customers Satisfaction and Customer Loyalty.

黃威穎(Wei-Ying Huang)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理系碩士班/碩士(2012年)

摘要

現今的女性消費者已經不單單使用一般的保養品，根據調查大企業平均五年內流失50％ 的客戶。國內有關保養品之論文，皆為傳統型的保養品，已無法蓋括醫美保養品之特性。隨著時代的改變，消費者對於資訊的接收也比以往更為便利方便，如何使消費者可以擁有品牌的忠誠度，已經是刻不容緩的議題。

本研究以使用過醫美保養品之女性消費者為其實證對象，採用問卷調查法並以結構方程模式找出各個影響消費者顧客忠誠度的變數間之關係。研究發現：產品屬性對顧客滿意度、產品屬性對顧客忠誠度、顧客滿意度對顧客忠誠度有顯著的正向關係；其中次構面中的發現：核心產品屬性對顧客滿意度、附增產品屬性對顧客滿意度、核心產品屬性對重複購買、核心產品屬性對口碑傳播、有形產品屬性對重複購買、附增產品屬性對口碑傳播、顧客滿意度對重複購買有顯著的正向影響。

關鍵字

忠誠度 ； 產品屬性 ； 滿意度 ； 結構方程模式

並列摘要

Today's female consumers not only use the skin care products in general, the average loss of 50% of customers within five years according to the survey of large enterprises. The papers of the relevant skin care products are the traditional skin care products, has been unable to beauty products, features covering the medical America. With the changing times, consumers receive information more than ever, to facilitate the convenient, so that consumers can have brand loyalty has been the subject of urgent.
In this study, female consumers of U.S. doctors skin care products for its empirical object, using a questionnaire and structural equation modeling to identify the relationship between the various variables affecting consumer loyalty. Study found that: product attributes on customer satisfaction, product attributes have a significant positive relationship between customer loyalty, customer satisfaction on customer loyalty; the discovery of the sub-dimensions: the core product attributes on customer satisfaction, with increased product attributes on customer satisfaction, the core product attributes, repeat purchase, the core product attributes on word of mouth spread, the tangible product attributes on repeated purchase, with increased product attributes on word of mouth, customer satisfaction on repeat purchase have significant positive effects.

並列關鍵字

loyalty ； product attributes ； satisfaction

參考文獻

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