關係的研究在當代的行銷研究中已經扮演了很重要的角色,但是能夠驗證關係現象的實務卻不多,尤其是探討品牌關係的文獻仍然不足。近年來,隨著生活品質改善,消費者對於美容沙龍的服務認知不再是購買商品或被動地接受美容服務,消費者更希望能得到專業的諮詢與人性化的服務環境台灣的美容業如今面臨提升美容廠商與整個產業的服務品質與消費意願的困難,因此,本研究的目標即在於建立一個台灣美容產業的品牌與客戶關係品質之模型以提供台灣美容沙龍業者做為提升競爭力的參考。 本研究以Fournier提出的品牌關係品質與對關係穩定性的影響度之模型為基礎,並進一步透過服務場景對服務品質的影響來討論服務場景對品牌-客戶關係品質的影響為何,。本研究以個案訪談為研究方法,針對一間台灣美容沙龍公司進行深度訪談,資料收集後採用三角測量法(Triangulation)來檢驗資料的真實性。探討美容沙龍業之服務場景及顧客滿意度兩者間的關係如何交相的影響。透過個案公司多年來實際的改善服務場景的案例,證明服務場景的改善,確實為個案企業帶來更緊密的品牌關係品質,為理論提供足供範例的事證,提升了消費者與品牌之間的關係信度。
Although the relation metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. With rise in economy, it has generally changed demand of consumer to result in harsh environment in many service industries as well as beauty salon industry. Therefore, it is urgent to find a way for which elevate quality of service and consumer buying intentions in Taiwan beauty salon industry. The purpose of this paper is to discuss the influence of services cape on consumer intention based on Fournier’s preliminary model of brand relationship quality and its effect on relationship stability. We collect and conduct information with interviewing a case company to access the result as to how to improve competitiveness of beauty salon. This paper provides (1) the validity of the relationship proposition in consumer-brand context through our empirical work, and (2) beneficial knowledge of services cape on improvement of brand-customer relationship.