Spa美容沙龍業實施正念療癒對顧客忠誠度影響之研究

台灣Spa美容業由於進入門檻低、中小企業普遍不景氣，以及受到網路行銷和電視購物等新的行銷通路的影響，銷售業績大不如前，為生存發展計，必須引進新的產品或技術，提供更吸引消費者的服務，來提升消費者的忠誠度。近來有少數業者實施風行美國的正念療癒的課程來強化健康，世界衛生組織WHO對健康的定義：健康是體格、精神、社會環境都處於完全安逸的狀態，而不僅是沒有疾病或不衰弱。也就是說，身心靈及人際關係都處於均衡的狀態，才能夠稱為健康。科學越進步、工商越發達，加諸於社會大眾的緊張和壓力也就越沉重，根據統計，台灣成年人處於亞健康的比率越近80%。本研究欲探究這些Spa業者實施正念療癒的效果，以及對顧客忠誠度所產生的影響；研究發現，實施正念療癒的Spa業者，確實藉由此項服務，而提升了顧客的忠誠度。

關鍵字

正念療癒；正向心態；顧客忠誠度； Spa美容沙龍業

並列摘要

The limits of entrance barrier for Taiwan Spa beauty salon industry are quite lower, and the economic surroundings for the medium and small enterprises are not prosperous. To top the all, some newly developed sales channels such as TV and online shopping, touchable-display drugstores attracted many customers to buy skin cares products over there. The owners of Spa beauty salons are forced to level up their products and service quality, new technique to attract customers and for improving customer’s loyalty, otherwise they would face to continuously decline in sales volume. For the present years, a few of salons provide Mindfulness therapy services to some of their customers, hoping to facilitate health. The World Health Organization (WHO) defined health in its 1948 constitution as "a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity". In other words, health means that body, mind, soul and human-relationship in a condition of Equilibrium. A number of other factors are known to influence the health status of individuals, including their background, lifestyle, and economic, social conditions, and spirituality; these are referred to as "determinants of health". Studies have shown that high levels of stress can affect human health. According to official reports, it is estimated that 80% of Taiwanese people belongs to health. This study aims to unfold the relationship between the therapy and the customer’s loyalty. I found a positive relationship.