探討美容業之感官行銷與美容師推銷行為對顧客滿意度之影響

Exploring the Effects of Sense Marketing and Beautician Sales Behavior on Customer Satisfaction

張晉鑾(Cheng-Luan Chang)

指導教授 ： 王居卿

共同指導教授 ： 汪美伶(Mei-Ling Wang)

淡江大學/管理學院/全球華商經營管理數位學習碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.01042

摘要

美容沙龍業為消費者提供保養與舒壓的服務場所，美容師推銷行為長久以來為消費者所詬病，在各行各業爭相分食美容市場大餅之際，美容沙龍為求繼續生存，改善服務環境與提升服務品質是刻不容緩的訴求。
本研究以美容沙龍業消費者為研究對象母體，從消費者角度探討感官行銷與美容師推銷行為對顧客滿意度之影響。資料收集採便利抽樣之問卷調查，共取得511份有效問卷，並以SPSS統計軟體為分析工具。研究結果得到以下結論：
一、美容師於服務過程中，進行之推銷行為採取服務顧客導向，對顧客滿意度有正向影響；服務過程中進行銷售產品導向之推銷行為，對顧客滿意度有負向影響。
二、感官行銷體驗對整體顧客滿意度有正向影響。
三、美容師推銷行為對整體顧客滿意度之影響會受到感官行銷體驗的中介。

關鍵字

感官行銷 ； 美容師 ； 推銷行為 ； 顧客滿意度

並列摘要

Beauty salon has been one of the most popular occasions where the service for physical care and mental relaxation for people is provided. However, the traditional marketing activity and sales behavior of beauticians at the beauty salons has been one of the major negative impacts on the consumers. It is one of the essential necessities that the beauty salons have to improve their business environment and service quality to be competitive and surviving under the increasing threats from many other related industries which are penetrating into the market served by beauty salons.
Based on the consumers of beauty salons as the population, this research is to explore the effects of sense marketing and beautician marketing on the customer satisfaction from the perspective of consumers. Convenience sampling is used for data collection. Total 511 effective responding samples of survey were collected, which were analyzed with SPSS with the research results as below:

1. During beauticians’ service process, there exists a positive impact of customer-oriented service on the customer satisfaction, while there is a negative impact of product-oriented service on the customer satisfaction.
2. There exists a positive impact of sense marketing on the overall customer satisfaction.
3. Sense marketing is an intermediary of the relationship between beauticians sales behavior and customer satisfaction.

並列關鍵字

Sense Marketing ； Beautician ； Sales Behavior ； Customer Satisfaction

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