- 學位論文
美容師人格特質對消費者滿意度與忠誠度之影響
Explore The Beautician Personality Traits Influence on Customer Satisfaction and Loyalty
摘要
一般而言，美容從業人員與客戶之間有著最近距離也最親密的接觸，倘若一位能獨立運作的專業美容師，若能經營與客戶良好的人際關係，將極可能具有相當的能力在創業及挑戰經營管理或美容專業教師等職務。因此，本研究欲探討美容師人格特質對消費者之影響力，以瞭解如何使消費者增加滿意度、提高忠誠度，進而產生良好的績效。 本研究針對台灣北部區域曾在美容店家消費之顧客進行隨機問卷採樣。有效回收問卷475份，回收率95%。資料分析結果得知，本研究架構之假說一：美容師人格特質對消費者滿意度具有正向影響，研究結果具顯著性；其中以人格的[盡責性]與人格[親和性]對於消費者的滿意度影響最高。假說二：美容師人格特質對消費者[忠誠度]具有正向影響，研究結果具顯著性；人格的[親和性]對於消費者忠誠度的影響最高。假說三：消費者[滿意度]對消費者[忠誠度]有正向影響，研究結果具顯著性；其中滿意度對忠誠度的影響皆在50%以上，另外，美容師的人格特質對消費者的忠誠度有中介效果。建議美容業者對於美容師的人力培訓除了專業技能教育外，美容師的人格特質培育也很重要，尤以[盡責性]與[親和性]，業者應重視美容師這方面人才的培育，以利創造更好的績效。 本研究結果發現美容師的人格特質與客戶消費意願有相當的關連，針對美容師的人格特質中，則以[盡責性]與[情緒穩定性]為最顯著的客戶消費影響因素；而消費次數在20次以上的消費者，則對於[滿意度]與[服務效率]最為在意。
並列摘要
In general, beauty salon cosmetologists form very close and intimate contact with their customers. A professional cosmetologist who can operate independently and to build positive customer relationship may also be capable of starting and managing a business enterprise, or to become a professional beautician instructor. This study therefore focuses on investigating the influences of cosmetologist’s personality traits on consumer behavior, and to explore possible ways to enhance customer satisfaction and loyalty that are essential to achieving good business performance. In this study, there are 500 questionnaires of random sampling used for the beauty salon customers in northern Taiwan. Effectively, 475 valid questionnaires reached 95% were returned. The outcome of data analysis showed that a hypothesis of the present study: cosmetologists’ personality traits have a positive impact on consumer satisfaction especially conscientiousness and affinity personality highly affecting consumers’ satisfaction. Hypothesis II: cosmetologists’ personality traits have a positive impact on consumer loyalty mainly affinity personality significantly affecting consumers’ loyalty. Hypothesis III: consumer satisfaction has a positive impact on consumer loyalty chiefly satisfaction affecting loyalty more than 50%. In addition, cosmetologists’ personality traits on consumer loyalty have mediator effect. It is highly suggested that the beauty salon industry not only strengthens cosmetologists’ professional skill training, but also develops their personality traits, especially conscientiousness and affinity. Specially, the industry should focus on human resources cultivation in this regard in order to facilitate better profit performance. This study also shows that there is a strong correlation between cosmetologist’s personality traits and consumer behavior. Amongst all the traits, “Sense of Responsibility” and “Emotional Stability” have the most prominent influence on customer satisfaction. Also, customers with more than 20 times patronage to beauty salons expressed their strongest concern over “Customer Satisfaction” and “Service Efficiency.”