美髮業等候經驗、服務品質、知覺品質對顧客滿意度之影響

本研究在探討等待經驗、服務品質、知覺品質對顧客滿意度的相關性研究，並以美髮業的消費族群為研究對象。人們生活水平的提升，美髮業市場的競爭越來越激烈，業者在經營上更加需要再縮短等待的時間、服務品質及專業技術等能不斷的精進，使消費者達到滿意並且可以再度光臨，經由文獻討論，為了瞭解消費者在基本背景資料及特徵中研究各構面的因素差異，利用變異數分析(ANOVA)、敘述性的統計分析、因素分析、信度及效度分析等分析統計，並利用線性結構關係模式分析等待經驗、服務品質、知覺品質對顧客滿意度的影響關係，並探討各項因素及變項的相關影響情況。經研究發現，等待經驗、服務品質、知覺品質對顧客滿意度皆有顯著性影響，而大學學歷在關懷特質中又比國中以下、高中職及研究所學歷，有顯著差異。可以經研究了解各消費族群對等待時間的需求及服務品質及知覺品質對顧客滿意度的影響，以利做為美髮業未來改善服務經營品質及顧客需求的參考依據。

關鍵字

等待經驗；服務品質；知覺品質；顧客滿意度；美髮業

並列摘要

This study investigates the waiting experience,service quality,perceived quality and customer satisfaction,and consumer groups to the hairdressing industry as the research object. Because of the enhancement of peopies's living standaed,there is more and more Intense competition in the hairdressing market,The industry operating needs to shorten the time,for waiting service quality and professional technology,By doing this customers will feel satisfied and willing to enabling com back again,viadiscussed in the literature,in order to understand the consumers study of various dimensions of factors such as differences in the basic background information and features,analysis ofvariance（ANOVA）and descriptive statistical analysis,factor analysis,analysis of statistical reliability and validity analysis,andthe LISREL andlysis wait for the experience,service quality,perceived quality on satisfaction relationship,and to explore the impact of various factors and variables. The study found that waiting for the experience of service quality,perceived quality,there are significant effects,In fact university degree in the caring qualities are better then junior and senior high school and graduate degree.There are significant differences.The study to understand the needs of the consumer groups 'waiting time and service quality and perceived quality on customer satisfaction, as hairdressing industry to facilitate future reference to improve the quality of service operators and customers' needs.