美髮業服務失誤、服務補救對顧客行為意圖之研究-以SEM分析中部某連鎖美髮沙龍為例

美髮業如何提高服務品質及顧客滿意度之研究甚多，但單就服務失誤、服務補救對顧客行為意圖模式之研究較少。因此，本研究針對美髮業服務失誤、服務補救對顧客行為意圖進行問卷調查，探討美髮服務人員發生服務失誤後，對顧客進行服務補救可被顧客接受之效果。本研究以中部某知名連鎖美髮沙龍，如：一中店，漢口店，靜宜店，逢大店等之顧客為研究對象進行問卷之發放，依受試者認知，採李斯特五點量表計分，主要探討補救模式及顧客態度與行為意圖，再藉由線性結構關係模式，來驗證本研究之假設模型，藉以確定補救模式之有效性。研究結果證實，服務失誤需要服務補救，服務補救對顧客再購意願角色外行為與有正向影響，再購意願對角色外行為有正向影響之結果。期望本研究成果可做為美髮業發生服務失誤時，進行補救方式之參考。

關鍵字

美髮業；服務失誤；服務補救；顧客行為意圖； SEM

並列摘要

There are many studies on how to improve the service quality and customer satisfaction in the hairdressing industry. However, there are few studies on service failures and service remediation on customer behavior intention patterns. Therefore, this study investigates the customer service intentions in the hairdressing industry service error and service remediation, and discusses the effect of the service remediation of the customer after the service failure of the hairdressing service personnel can be accepted by the customer. In this study, the questionnaires were distributed to a well-known chain hair salon in the central region, such as: Yizhongdian, Hankoudian, Jingyidian, Fengdadian, etc. According to the subject's cognition, the Liszt five-point scale was adopted. Scoring, mainly to explore the remediation model and customer attitudes and behavioral intentions, and then use the linear structure relationship model to verify the hypothesis model of this study to determine the effectiveness of the remediation model. The results of the study confirm that service failure requires service remediation, service remediation has a positive impact on the behavior of customers' repurchase intentions, and repurchase intention has a positive impact on off-role behavior. It is expected that the results of this research can be used as a reference for remedial methods when service failures occur in the hairdressing industry.