挽臉美容業顧客滿意度之研究

A Study of Customer Satisfaction for the Face Threading Beauty Indrstry

尤秀惠(Hsiu-Hui Yu)

指導教授 ： 羅希哲

國立屏東科技大學/人文暨社會科學院/技職教育研究所/碩士(2016年)

摘要

本研究旨在探討挽臉美容業之顧客滿意度，並分析不同背景變項的挽臉美容業顧客滿意度在消費環境、服務品質、產品品質之相關及差異情形。本研究採問卷調查法，以自編之「挽臉美容業顧客滿意度之研究問卷」為工具，以高雄地區到挽臉美容店面消費的顧客為研究對象，樣本數為520份，有效問卷488份。所得資料以描述性統計法、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關等方法進行分析。本研究結論歸納如下： 一、挽臉美容業顧客滿意度在消費環境現況屬於中高程度，其中「氛圍」的得分最高。 二、挽臉美容業顧客滿意度在服務品質現況屬於中高程度，其中「服務成效」的得分最高。 三、挽臉美容業顧客滿意度在產品品質現況屬於中高程度，其中「預期心理」的得分最高。 四、不同平均每月挽臉次數之挽臉美容業顧客滿意度在消費環境整體及分層上有均有顯著差異。 五、不同婚姻狀況、平均每月挽臉次數之挽臉美容業顧客滿意度在產品品質之分層上有顯著差異。 六、挽臉美容業顧客在「消費環境」與「服務品質」上的滿意度有顯著正相關。 七、挽臉美容業顧客在「消費環境」與「產品品質」上的滿意度有顯著正相關。 八、挽臉美容業顧客在「服務品質」與「產品品質」上的滿意度有顯著正相關。 本研究依據研究結果進行討論，並提出對挽臉美容業者、美容業界技職教育機構、技職學校美容系（所）教育及未來研究上之參考。

關鍵字

挽臉美容業 ； 顧客滿意度 ； 消費環境 ； 服務品質 ； 產品品質

並列摘要

The purpose of this study was to investigate customer satisfaction of face threading beauty industry. Analysis was focused on difference of operations on different contextual variables faced by the customers, such as consumption environment, service quality and product quality. To begin with, this study designed an original questionnaire "Questionnaire on Customer satisfaction for the Face Threading Beauty Industry" as the research instrument. Samples were collected from customers who visit shops in Kaohsiung area. There were 488 valid questionnaires responded by 520 subjects. The collected data were processed with the methods of descriptive statistics, independent sample t test, one-way AVOVA, and Pearson product-moment correlation analysis. The conclusions were as follows:
1.As to the item of “Consumption Environment”, the degree of customer satisfaction was medium/high, in which the sub-item of "Atmosphere" scored the highest record.
2.As to the item of “Service Quality”, the degree of customer satisfaction was medium/high, in which the sub-item of “Service Effectiveness” scored the highest record.
3.As to the item of “Product Quality”, the degree of customer satisfaction was medium/high, in which the sub-item of “Psychological Expectation” scored the highest record.
4.Different times of average monthly visits in face threading beauty industry had significant impact on the sub-item of “Consumption Environment” in consumer satisfaction.
5.Different marital status and times of average monthly visits in facial caring business put significant impact on the sub-item of “Product Quality” in consumer satisfaction.
6.There appeared to be a significant positive correlation between the sub-items of "Consumption Environment" and "Service Quality" in consumer satisfaction.
7.There appeared to be a significant positive correlation between the sub-items of "Consumption Environment" and "Product Quality" in consumer satisfaction.
8.There appeared to be a significant positive correlation between the sub-items of "Service Quality" and "Product Quality" in consumer satisfaction.c
The above results, can provide some suggestions to the operators in facial caring business, vocational education institutions in beauty industry, and the education of cosmetology in vocational school, and served as the reference for further study in this field.

並列關鍵字

face threading beauty industry ； customer satisfaction ； consumption environment ； service quality ； product quality

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