應用PZB服務品質模式衡量顧客認知缺口－以大台中區SPA業為例

探討服務品質與顧客滿意度有關的研究雖多，但少有運用PZB服務品質模式來探討SPA業服務品質與顧客滿意度服務缺口的研究。本研究以「SPA業服務藍圖流程圖」開發服務品質，再藉由「PZB圖」找出造成服務品質誤差的缺口與因素，最後用「SERVQUAL」量表強化服務品質。調查對象為大台中地區不同規模的SPA業女性消費顧客，藉此研究找出顧客在消費前「期望的服務」與消費後「感受的服務」是否有認知的差距，以及各差距之構面與項目。研究發現顧客於SPA業消費時，「可靠性」與「關懷性」兩個構面其期望服務與感受的服務有顯著的差異 SPA業之核心價值即為服務，其特性為美容師與消費者一對一之方式進行，且直接接觸人體肌膚之親近服務，顧客對服務品質的要求也相對較其他行業重視，對於出現服務落差的項目，建議業者將「認知的服務」提升到「滿足期望的服務」，而出現無服務落差的項目能夠繼續維持，如此才能提昇SPA業顧客的滿意度及忠誠度。

關鍵字

PZB模式；服務品質；顧客認知； SPA業

並列摘要

The researches of discussing service quality and customer satisfaction are the main trend but only little literatures focusing on applying PZB service quality model to measure customer service gap. This study aims on service flow in SPA industry to construct service quality by addressing the factors of the service quality gap by using PZB service quality model. Further, the SERVQUAL model was inducted to enhance service quality. The target population mainly focuses on female customer who experience SPA service in Taichung City. This study focused on the perception gap between customer expectation and perceived service. The results indicate that there is significance between two dimensions of reliability and empathy. The findings show “Reliability” and “Empathy” have highly differences on influencing “customer expectation” and “perceived service”. The core value of SPA industry is to provide service, and the feature of this industry usually happens only between a Beautician and a customer through much closed skin and body service. The customers usually focused on the service quality in this field more than others. For those service items which could results in service gap, the results indicate that the industry should upgrade “Perceived service” to satisfy “Service Expectation” in order to reduce the gap on service items by rising customer satisfaction and loyalty in SPA industry.