美容SPA業之服務品質、體驗行銷、對顧客滿意度關係之研究-以A美容公司為例

目前美容 SPA產業在市場上快速成長，日益競爭，以台灣的美容 SPA產值超過250億，美容 SPA產業的消費客群從10幾歲到60幾歲。因此讓美容 SPA產業更重視在提供服務時，更重視消費者對於在商品、服務與環境的感覺，本研究以A美容公司為例，探討服務品質、體驗行銷與顧客滿意度之間的關係。本研究採用google表單寄發電子問卷，進行蒐集資料，本問卷共計發放328份問卷，有效問卷為328份。分析資料採用SPSS20.0統計套裝軟體，透過描述性統計分析、單因子變異數分析、廻歸分析等方式將服務品質、體驗行銷及顧客滿意度之間的關係進行實證分析與探討。研究結果為以下幾點：(一)年齡與教育程度對體驗行銷有顯著之影響；(二)服務品質對顧客滿意度具有顯著之影響；(三)服務品質對體驗行銷具有顯著之影響；(四)體驗行銷對顧客滿意度具有顯著之影響。

關鍵字

美容SPA業；服務品質；體驗行銷；顧客滿意度

並列摘要

The beauty SPA industry was growing rapidly in the market and is increasingly competitive. With the output value of Taiwan's beauty SPA exceeding 25 billion, the consumer base of the beauty SPA industry ranges from the age of 10s to the 60s. Therefore, the beauty SPA industry pays more attention to the consumer's perception of products, services and the environment when providing services. This study takes A beauty company as an example to explore the relationship between service quality, experience marketing and customer satisfaction. In this study, google forms were used to send electronic questionnaires to collect data. A total of 328 questionnaires were distributed in this questionnaire, and 328 valid questionnaires were collected. The data analysis adopts SPSS20.0 statistical package software, and conducts empirical analysis and discussion on the relationship between service quality, experience marketing and customer satisfaction through descriptive statistical analysis, univariate factor variation analysis, and regression analysis. The research results are as follows: (1) Age and education level have a significant impact on experience marketing; (2) Service quality has a significant impact on customer satisfaction; (3) Service quality has a significant impact on experience marketing; (4) Experience marketing has a significant impact on customer satisfaction.