顧客對服務品質的期望與認知之研究–以新娘秘書產業為例

A Research on Expectations and Perceptions of Service Quality for Customers:Perspective From Bride Secretary Industry

蕭妙羚(Miao-Ling Hsiao)

指導教授 ： 徐新逸

淡江大學/教育學院/教育科技學系碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00167

摘要

本研究主要針對接受過新娘秘書造型服務的女性顧客族群來探討顧客對新娘秘書服務品質的期望與認知，並探討其年齡、教育程度、化妝習慣、對婚紗照滿意程度、以及推薦新娘秘書意願等不同背景變項因素之影響；此外，本研究亦探討顧客在接觸新娘秘書的服務前的期望與實際參與後的認知之差異程度。受訪者共計有150位新娘秘書的準顧客，透過問卷調查來進行其對新娘秘書的服務品質感受與滿意度。在台灣，新娘秘書發展已十分蓬勃，是鄰近各國學習仿效的明星產業；然而，為因應市場需求，新娘秘書的職訓課程通常在量產與快速中完成；由於課程多以技術訓練為主要，缺乏顧客經營與顧客服務方面的學習，導致新娘秘書提供服務時，容易偏重技術的展現，而忽略顧客對服務品質感受的重要性，這對於新娘秘書經營產生嚴重影響。綜觀過去新娘秘書產業的相關研究，多以技術本位、網路經營等議題作詮釋，尚無以新娘秘書之服務特性、服務品質等方面作剖析；而研究對象方面，則以未婚女性做調查，尚缺乏實證者之經驗分享；因此，本研究針對「已接受過新娘秘書服務」之客戶為主要研究對象，運用PZB模式量表為問卷調查工具之依據，進行顧客的資料蒐集與分析。研究結果發現，年齡、化妝習慣等不同背景變項的顧客並不會影響其對服務品質的期望與認知，但在婚紗照滿意程度與推薦新娘秘書意願程度卻會影響；並且顧客對於整體服務過程的感受，事前期望皆高於事後認知，顯示新娘秘書服務品質仍未完全達到顧客心目中的理想品質。因此本研究結果與服務品質量表，可用於新娘秘書業者檢視自我的服務品質、而美容職業工會、美容美髮教師以及學校培訓機構等，亦可以將此研究內容應用於課程規劃中，另外也可做為顧客選擇新娘秘書之參考。俾使服務理念更符合消費市場之需求，拉近顧客與新娘秘書從業人員溝通落差，提升新娘秘書產業整體服務之品質。

關鍵字

新娘秘書 ； 服務品質 ； PZB模式 ； 顧客期望 ； 顧客認知

並列摘要

The purpose of this research mainly aims for the service quality for those who had received Bride Secretary Services, and discusses the influence of different background variables of customer expectations and perceptions, including the age, the educational background, the make-up habit, the satisfaction of wedding pictures taken as well as the willingness of recommending of the bride secretary to others. Furthermore, the research also discusses the significant difference between customer’s prior-expectations and post-perceptions. A total number of 150 bridal secretary prospects were participated, and a questionnaire survey was conducted in order to investigate the level of the service quality and satisfaction.
In Taiwan, the Bride Secretary Industry marches into a new era, making it not only a star industry but setting up an example to the neighboring countries to follow. However, due to the requests from the market, the training programs of the bride secretary are often asked to be completed in a short time. Technical skills were much emphasized, but lacking of the knowledge of the customer relationship management causing tremendous effects to run a Bride Secretary business. Throughout the past researches on the Bride Secretary Industry were focusing on either technical orientation or on-line businesses.
Only in rare occasions were the characteristics of the service and quality discussed in bridal secretary field; as for participants were all focusing on unmarried woman, but lacking of providing empirical evidence. As a result, this research focuses on those who had received bride secretary services, by utilizing PZB model as the basis of questionnaire to collect and analyze the data.
The finding of the research showed no significant difference between the age, make-up habits to the expectations and perceptions of the customer’s service quality; however, the satisfaction of wedding picture taken and willingness of recommending bride secretary showed great significant difference. The feelings of the service process, prior-expectations were both higher than post-perceptions, and yet the service quality of the bride secretary did not reach the expectations of the customers. To sum up, the results of the research as well as the model of the service quality will be able to examine the bride secretary’s service quality. Therefore, it is perceived that the research results will be a great benefit to the Beauty Salon Craft Union of Occupation, beautician instructors and institutions, adopting research contents into institution curriculum, customers consulting when choosing a bride secretary and so on. It is also to provide a better service quality level and to fill the requirements of the market, and fill the gap between customers and bride secretaries in Bridal Secretary Industry.

並列關鍵字

Bride Secretary ； Service Quality ； PZB Model-Customer Assessment of Service Quality ； Customer’s Expectations ； Customer’s Perceptions

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