美容產業服務人員特徵與關係品質對顧客忠誠度的影響

台灣美容服務產業隨著經濟發展與生活型態的改變而不斷地轉型，驅使美容院不再只是提供臉部護膚的服務，更提供全身性的按摩。在長時間的服務過程中，顧客很容易察覺到服務人員各項特徵的表現，而留下深刻印象，將影響顧客的滿意與否。故本研究試圖以關係品質的概念，來建構出適用於美容服務傳遞過程的關係品質模式，探討顧客在接受美容服務的過程中，服務人員特徵對於關係品質與忠誠度的影響。經資料分析結果發現，同理心、禮貌性、專業、經驗等為美容服務人員重要之特徵，其中以專業最具代表性。其次，服務人員特徵對關係品質的影響效果顯著，服務人員特徵亦會透過對關係品質的影響進而影響到顧客忠誠度。

關鍵字

服務人員特徵；關係品質；顧客忠誠度

並列摘要

Because of the economic abundance and life styles improvement, the management direction of the Taiwan beauty services industry is constantly changing, transiting from simple facial beauty to extensive whole body makeup, as well as leisurely body relaxation massage. Furthermore, the beauty service providers play an extra important role to entertain and serve the customers. Customers are usually sensitive and impressed to the characteristics of the beauty service providers during the long-term service. Thus, this research will take advantage of the concept of the Relationship Quality in order to establish one quality model, which is suitable to study the Relationship Quality of beauty service providing process. Further, the influence of the characteristics of the beauty service providers on the Relationship Quality and Loyalty is studied while customers are in the process of beauty service. The analysis reveals that the characteristics of empathy, politeness, professionalism, experience are the important to beauty service providers. The professionalism is the most criterion. In addition, the Service Providers' Characteristics will affect the customer loyalty, by means of the Relationship Quality.

並列關鍵字

Service Providers' Characteristics ； Relationship Quality ； Customer Loyalty

國際替代計量

美容產業服務人員特徵與關係品質對顧客忠誠度的影響

全文下載

主題瀏覽