本研究主要目的在於探討連鎖美容 SPA 服務品質,並以相關行業資深經營者及專業人員等作為質性研究對象,經由不同經營領域之專業人士,透過結構性層面及非結構性層面之訪談方式,並深入交叉比對及分析驗證不同層面下訪談之結果;首先由文獻探討後得出訪談主軸為服務品質之五項構面,分別為有形性、反應性、保證性、同理心、可靠性。經過深入分析後之結論是五項構面皆會影響服務品質,所以透過有效提升五項構面之項目,可以提升服務品質。而美容 SPA 館除維持服務品質之五項構面之品質外,還必須搭配直營店之經營模式,才能有效維持及多元化提升並邁向國際化,並且也相對有效提高顧客對美容 SPA 業滿意度,並增加顧客心中對美容 SPA 館的回購率及業績倍增效益,期盼顧客願意再度消費美容 SPA 服務,以期成為美容 SPA 經營者的開發市場利器。
The purpose of this study is to explore the service quality of a SPA Chain Store. The research method adopted for the study is in-depth interview. Five dimensions of service quality, tangibility, responsiveness, assurance, empathy, and reliability, were used as the interview protocol. The result shows that all the five dimensions did have impacted on service quality. Moreover, the study shows that in order to help promote customer satisfaction, franchise stores must follow the same business model operated by direct stores.