美容SPA體驗行銷、服務品質、關係品質與顧客忠誠度之研究

體驗行銷逐漸成為近年來的行銷主流，不論從各種產業到各類型活動，都以體驗行銷為主要決策。企業的競爭優勢並非只是來自產品的創新、行銷的組合或價格競爭，而是在給予顧客有價值的消費體驗，使得「體驗行銷」已儼然蔚為一股風潮。因此，本研究旨意在探討美容SPA運用體驗行銷，讓消費者實際感受服務過程中服務人員的服務品質(有形性、可靠性、反應性、保證性、關懷性) ，進而使消費者產生了關係品質(信任、滿意、承諾)的提升以及強化與顧客內心互動的價值，以取成顧客的忠誠度，而成為該美容SPA店之忠誠顧客，使其達到利潤化目的，成為重要的經營方針。本研究以實際前往美容SPA館的消費者為研究對象母體，從消費者角度探討美容SPA體驗行銷、服務品質、關係品質與顧客忠誠度之因素分析。採用問卷調查法，主要樣本是以便利抽樣調查為分析對象，發放520份正式問卷，收回485份，有效問卷477份進行分析，本研究使用SPSS為分析工具，包括敘述性統計、信度分析、驗證性分析，並用線性結構方程模型分析(LISREL)檢驗本研究假設。研究結果如下: (一) 美容SPA業「體驗行銷」、「服務品質」、「關係品質」、與「顧客忠誠度」四構面相互之間有顯著影響。 (二) 美容SPA業體驗行銷對服務品質間有顯著關係影響。 (三) 美容SPA業服務品質對關係品質間有顯著關係影響。 (四) 美容SPA業服務品質對顧客忠誠度沒有顯著關係影響。 (五) 美容SPA業關係品質對顧客忠誠度有顯著關係影響。 (六) 美容SPA業體驗行銷對顧客忠誠度沒有顯著關係影響。

關鍵字

美容SPA ；體驗行銷；服務品質；關係品質；顧客忠誠度

並列摘要

Experiencing marketing becomes the marketing mainstream in recent years gradually, no matter from various kinds of industries to all kinds of activity, regard experiencing marketing as the main decisions. The competition advantages of enterprises are not the only innovation, association of marketing or price competition of coming from the products, and offer customer valuable consumption to experience which seems to become a trend. So, probe into cosmetic SPA and using and experiencing marketing in this research decree, let consumers experience and serve the attendants' service quality in the course actually (tangible , dependability , reactivity , guaranteeing , care), and then make consumers produce improvement which concern the quality (believe in , be satisfied , promise ) and value of strengthening and interacting with customer's heart , in order to fetch into the customer's loyalty , and become loyal customers of this cosmetic SPA shop, make it achieve profit purpose , become the important operation policy. In this study, we took the consumer who actually visited the cosmetic SPA as the research object parents, probe into cosmetic SPA factor analysis of experiencing marketing, service quality , relation quality and customer's loyalty in terms of consumer. Adopt the investigation method of the questionnaire, the main sample is so that the favourable sample investigation is an analytic target, granting 520 formal questionnaires, regain 485, effective 477 shares of questionnaire are analysed , this research uses SPSS in order to analyse tools, including narrating statistics , credibility analysis, confirmatory analysis, and examine this supposition of research with the linear structure equation model analysis (LISREL ). The result of study is as follows: (1) Cosmetic SPA industry ' experiences marketing ' , serves quality , ' relation quality ' , and ' customer's loyalty ' are four Constructing the surface has noticeable influence to each other. (2) Cosmetic SPA industry experiences marketing has noticeable influence on the quality of serving. (3) Cosmetic SPA industry serves quality has noticeable influence on relation quality . (4) It does not noticeable influence between the customer's loyalty that cosmetic SPA industry serves quality . (5) Cosmetic SPA industry relation quality has noticeable influence on customer's loyalty. (6) It does not noticeable influence between the customer's loyalty that cosmetic SPA industry experiences marketing.