以PZB模型探討如何提升國內沙龍業國際化服務品質

Using the PZB model to discuss how to improve the international service quality of the domestic salon industry.

陳慶宗(Ching-Tsung Chen)

指導教授 ： 王亦凡

國立臺北商業大學/管理學院/企業管理系（所）/碩士(2022年)

摘要

在面臨數位的新時代，我們需要注入全新的商業思維、洞察國際趨勢、積極數位轉型，因此需要探討不同國家沙龍顧客之消費行為模式與滿意度因素，以助沙龍業者在面對不同國家的消費者時能夠給予更好的需求服務，透過研究結果幫助提升現今臺灣沙龍企業的服務品質，進而開發全新服務行銷策略，創造新商機。
本研究是以不同國家之消費者與沙龍經營者及從業人員作為研究對象，並使用PZB 服務品質衡量表之五大構面進行分析，研究結果彙整出受訪經營者、從業人員與消費者的服務期望和服務感受，兩者間的差距（Gap）。
研究結果發現：一、環境整體空間配置需要調整，保持舒適空間應避免座位間距太小。二、增加外文選單提供外國消費者參考，減少語言隔閡之問題處理。三、預約系統需定期優化，使消費者預約更加便利，減少系統塞車等問題。四、適當的投放廣(ads)，增加媒體廣告曝光度，有助於沙龍品牌知名度及形象之提昇。五、加強人才專業教育培訓，提升沙龍企業服務力與技術力。六、應培訓人才外語能力之提昇，開發全新客戶群。七、制宜多元化及豐富性的服務，以滿足所有消費者需求。

關鍵字

服務品質 ； 顧客滿意度 ； 質性研究 ； PZB模型

並列摘要

In the new era of digital, we need to inject new business thinking, insight into international trends, and active digital transformation. Therefore, we need to explore the consumer behavior patterns and satisfaction factors of salon customers in different countries to help salon operators face consumption in different countries. People can provide better services to their needs, help improve the service quality of current Taiwanese salon companies through research results, and then develop new service marketing strategies and create new business opportunities. This research takes consumers and salon operators and practitioners in different countries as the research objects and uses the five dimensions of the PZB service quality measurement table to analyze. The research results summarize the interviewed operators, practitioners, and consumers. Service expectation and service experience, the gap between the two (Gap). The results of the study found that: 1. The overall space configuration of the environment needs to be adjusted. To maintain a comfortable space, avoid too small iii seat spacing. 2. Increase the foreign language menu to provide a reference for foreign consumers and reduce the problem of language barriers. 3. The reservation system needs to be optimized regularly to make it more convenient for consumers to make reservations and reduce system traffic jams and other problems. 4. Appropriate advertising (ads) to increase media advertising exposure will help the salon’s brand awareness and image enhancement. 5. Strengthen professional education and training of talents, and enhance the service and technical capabilities of salon enterprises. 6. We should train talents to improve their foreign language skills and develop new customer groups. 7. Diversified and diversified services are tailored to meet the needs of all consumers

並列關鍵字

Service quality ； customer satisfaction ； qualitative research ； PZB model

參考文獻

參考文獻

期刊論文：

Kerlinger, F. N. (1966). Foundations of behavioral research.

Semeijn, J., Van Riel, A. C., van Birgelen, M. J., & Streukens, S. (2005). E‐services and offline fulfilment: how e‐loyalty is created. Managing Service Quality: An International Journal.

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