五感體驗與顧客滿意度及價格敏感度關係之研究－以台中市美容SPA產業為例

近幾年來，隨著台灣人民生活品質逐漸提升，美容產業更早已被公認是當前成長最快的產業之一。隨著經濟的進步及全球人口的高齡化，保養觀念的提升及重視，使得美容SPA產業已由過去的奢侈觀念轉變為日常生活中的基本消費，美容產業市場大行其道，商家為因應時代的進步及消費者觀念的改變，在劇烈競爭中出奇致勝而不得不推陳出新，以五感體驗最常被應用。現今在美容SPA業中講求身、心、靈的淨化，結合嗅、視、味、聽、觸五種感官體驗的滿足是現今美容SPA業廣泛使用的行銷模式。體驗所帶給消費者的影響是超越物質本身，而是享受企業所能夠帶給他們的一連串身歷其境的感覺體驗，而這種體驗在消費過程中扮演增值的關鍵性角色。現今業者積極投資五感設計，期望推出能滿足消費者日益改變的體驗需求，創造出企業具體經濟效益，但消費者所重視及所需要的五感體驗為何?提供五感體驗是否真的與顧客滿意度有關，可增加企業之營運競爭力?企業耗資提升消費者之五感體驗，是否消費者會因五感體驗而降低其對價格的敏感度呢?這些值得加以深入探討的重要課題。本研究主要針對於美容SPA產業之消費者，探討其對各種感覺感受的認知，並了解哪些感覺及提供何種服務項目是消費者較重視的五感體驗，結果顯示消費者最為重視是觸覺感受，其次是嗅覺、聽覺及視覺感受，對味覺之感受最不重視。在提供五感體驗與顧客滿意度分析研究，雖然整體五感體驗對客戶滿意度的預測能力不高，但視覺感受與嗅覺感受對顧客滿意度確實有較顯著性之影響；在提供五感體驗與價格靈敏度分析研究，同樣顯示視覺感受與嗅覺感受對價格靈敏度確實有較顯著性之影響。結合消費者對五感的認知，若欲以五感體驗來提升顧客滿意度及降低價格靈敏度，應可由「服務人員穿著」、「商品成列方式」、「人員妝容及膚質」、「療程室隱密性」等視覺項目及「店內香氣」、「服務人員自身體味」等嗅覺項目來加以強化。

關鍵字

五感體驗；顧客滿意度；價格敏感度；美容產業； SPA

並列摘要

In recent years, with the Taiwan people's life quality gradually enhanced, beauty industry has long been recognized as the current one of the fastest-growing industries. As economic of progress and the global population of elderly of, maintenance concept of upgrade and the attention, makes beauty SPA industry has by past of luxury concept change for daily life in the of basic consumption, beauty industry market large line its road, in this flourish, competition intense Xia, businesses for due to should era of progress and the consumer concept of change, in violent competition in the surprisingly winning and had to innovation, to five sense experience most often was application. In beauty and SPA industry today emphasizes purification of body, mind and spirit, combined with the smell, sight, taste, hear, touch the five senses experience the beauty and SPA industry today is the meet of widely used marketing model. Experience brought to the consumer beyond the influence of substances by themselves, but enjoy enterprise can bring their series be personally on the scene feeling experience, which play a key role of value-added experience in the consumer process. Today industry who actively investment five sense design, expectations launched can meet consumer increasingly change of experience demand, created out enterprise specific economic benefits, but consumer by attention and the by need of five sense experience why? provides five sense experience is really of and customer satisfaction of about, can increased enterprise of trading competitiveness? enterprise cost upgrade consumer of five sense experience, is consumer will due to five sense experience and reduce its on price of sensitive of does? these worth be in-depth discussion of important topics. This research aimed at consumers of beauty and SPA industry, explore the various cognitive sense feel, and learn which feels and what services consumers greater importance to five sense experience, results show consumers the most attention is the tactile feel, followed by nose, auditory and visual experience, feel the taste of most importance to. In the five sense experience and customer satisfaction study, although the overall predictive power of the five senses experience on customer satisfaction is not high, but experience and olfactory experience on customer satisfaction was more significant effects of; in the sense of providing five experience and study of price sensitivity analysis also display Visual feel and smell of sensitivity does have a more significant impact on prices. Combination consumer on five sense of cognitive, if to to five sense experience to upgrade customer satisfaction of and the reduce price sensitivity, should can by "service personnel wear", and "commodity into column way", and "personnel makeup capacity and the skin mass", and "course room hidden key sexual", Visual project and the "shop within aroma", and "service personnel itself tasting", smell project to be strengthening.