半永久紋繡產業體驗設計與行銷之研究

近年來新式的「半永久紋繡」風潮興起，於操作手法及技術工具，都有別於舊式紋繡，半永久紋繡效果可持續兩年至三年漸進淡化，能隨著流行風潮逐步更新色彩與眉型，助益於日常生活便利，也因此眾人紛紛投入半永久紋繡產業，導致產業現況競爭激烈。基於上述，本研究以體驗行銷、服務品質與顧客滿意度來探討半永久紋繡產業現況，以曾體驗過半永久紋繡之消費者為對象，採便利抽樣方式將研究問卷建置在 SurveyCake 問卷調查平台以網路問卷方式發放，共計發放 370 份，有效問卷為 365份,資料整理與分析以 SPSS 26 版，使用描述性統計、信度分析、獨立樣本 t 檢定、單因子變異數分析、Pearson 積差相關分析、迴歸分析等方法驗證。研究結果發現：不同性別、年齡者其「體驗行銷」具顯著差異；不同性別、年齡、學歷者其「服務品質」具顯著差異；不同性別、學歷者其「顧客滿意度」具顯著差異；「體驗行銷」與「服務品質」具顯著相關，且「體驗行銷」能影響「服務品質」；「體驗行銷」與「顧客滿意度」具顯著相關，且「體驗行銷」能影響「顧客滿意度」；「服務品質」與「顧客滿意度」具顯著相關，且「服務品質」能影響「顧客滿意度」。

關鍵字

半永久紋繡；體驗行銷；服務品質；顧客滿意度

並列摘要

The main point of the research: Recently, the new Semi-permanent microblading has risen. The operation methods and the tools are different from the old microblading. The semi-permanent microblading can last only for two to three years and will gradually fade. You can catch up with the trend color and the eyebrow style casually and makes your daily life easier. This is the reason more and more people devote themselves in this industry, which made this industry really competitive. Based on the above, the research will focus more on marketing experience, the service quality, and the customer's satisfaction to get a glance of what's going on in the Semi-permanent microblading industry. We did convenience sampling on those we have had experienced doing semi-permanent microblading through questionnaire on Survey Cake, and we put out 370 of them. We have received 365 valid ones, using SPSS 26 version to analyze the data. And we have used descriptive statistics, credit analysis, independent samples t-test, one way analysis of variance, PPMCC, and regression analysis to verify, and here is our result. 1. It has obvious differences on marketing experience from gender and age. 2. It has obvious differences on service quality from gender, age, and education. 3. It has obvious differences on customer's satisfaction from gender and education. 4. Marketing experience and service quality has obvious connection. And marketing experience can affect service quality. 5. Marketing experience and customer's satisfaction has obvious connection. And marketing experience can affect customer's satisfaction. 6. Service quality and customer's satisfaction has obvious connection. And service quality can affect customer's satisfaction.