美髮產業功能品質、技術品質對顧客滿意度與顧客忠誠度之影響

美髮產業進入門檻不高，市場競爭激烈，美髮業者面臨經營上的強大競爭壓力。本研究根據Gronroos(1984)所提之整體服務品質概念，將服務品質區分為技術品質(technical quality)與功能品質(functional quality)兩大構面來探討消費者對服務品質的知覺，並加入顧客滿意度與忠誠度之概念，建立一個整體服務品質模式，完整地探討功能品質、技術品質與顧客滿意度、忠誠度之間的關係，提供產業人士在經營管理作為上參考。經實證與分析結果發現：（1）功能品質對顧客滿意度及顧客忠誠度有顯著正向影響。代表著顧客在服務的過程中，所接受到的知覺認知有效的和顧客本身的滿意度及忠誠度有相當程度之關聯影響。（2）技術品質對顧客滿意度及顧客忠誠度有顯著正向影響。代表著顧客更重視服務後的結果，好的產出結果將可有效影響滿意度及忠誠度（3）顧客滿意度對顧客忠誠度有顯著正向影響。代表在美髮業經營管理上，要讓客人源源不絕的不二法門，一定就是要把握住當下的每一位顧客，使其擁有高度滿意度後，長期而言也必將建立起顧客忠誠度。

關鍵字

功能品質；技術品質；顧客滿意度；顧客忠誠度

並列摘要

The hair design industry does not require advanced technologies or resource investments.Given this fiercely competitive nature, hair design manufacturers face enormous pressure in the competition. The conception of integrated service quality, presented by Gronroos (1984), divides the service quality into two aspects—technical quality and functional quality, trying to find out consumers’ awareness of the service quality. He also invited customer satisfaction and customer loyalty to build up a model of the integrated service quality, which perfectly involves the relationships among functional quality, technical quality, customer satisfaction, and customer loyalty. Meanwhile Gronroos developed a model of the integrated service quality for the soft drink industry, providing those managements with great insights. Empirical test and analytic results show as follows: (1)highfunctional quality towards customerhas significant positive effects of satisfaction and loyalty. It represents the cognitive perception of customer service in the process, and the received effective customer satisfaction and loyalty associated itself considerable degree of influence.(2)high technical quality towards customer has significant positive effects of satisfaction and loyalty. The results represent more attention to customer service after good output result will be effective influence satisfaction and loyalty; (3)customer satisfaction has significant positive effects customer loyalty. Representatives at the hair design industry management, the only way to make sure every customer is to seize the moment, it has a high degree of satisfaction after the long term will also build customer loyalty.