探討服務品質與顧客價值、顧客滿意度及再購意願之關聯性-以S髮廊為例

近年來國人對於服務品質的要求與日俱增，購買或接受服務的售前服務及售中服務，更要求到售後服務的品質。服務業主要著重在消費者與服務人員之間的接觸希望透過服務與互動的良好品質，與消費者建立、維持長期的良好關係。企業必須使顧客感受到其所提供之產品與服務品質之特殊價值，以建立顧客滿意度與忠誠度，顧客會繼續使用此產品或服務;且企業可從服務品質的提升中使企業更具有競爭力。本研究目的是藉由「小林髮廊」來探討服務品質，顧客價值、顧客滿意度及再購意願之關聯性。經過問卷調查結果以瞭解消費者對小林髮廊的滿意度，從而提供適當方法來滿足消費者的需求。本研究網路及紙本問卷發放500份，回收之有效問卷為487份，在各項衡量指標達到標準之後，利用線性結構關係(AMOS)來進行實證分析。根據研究架構和驗證結果，證明服務品質對顧客價值、顧客滿意度、再購意願皆有顯著的影響。本研究以小林髮廊消費者為實證，探討各數變項之關係，並研擬行銷策略提供業界作為參考，期能對其策略之制定有所貢獻。

關鍵字

服務品質；顧客價值；顧客滿意度；再購意願

並列摘要

Service quality is the key to the service industry to gain competitive advantage. And the pursuit of high-quality services seems to have become the most important trends in consumer demand. Therefore, service quality is an important factor affecting the company success or not. By this motivation, we decided to research the relation between service quality, customer value, and buying behavior. In the research methods we used distribute questionnaires to the companies which fit in our research topic, evidence from Show Lin beauty salon. This paper used 487 received questionnaires to analyze it with Amos. The results are confirmed: the service quality improved on customer value, and the customer value will further enhance the repurchase intention. Finally, we also discuss the implications of all results for further researching and practicing.

並列關鍵字

Service Quality ； Customer Value ； Customer Satisfaction ； Repurchase Intentions

參考文獻

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探討服務品質與顧客價值、顧客滿意度及再購意願之關聯性-以S髮廊為例

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