Title

探討顧客參與共同生產之因素對美髮服務業顧客忠誠之影響

Translated Titles

The antecedents and consequences of customer participation: An empirical study of hairdressing service industry

Authors

李慧珊(Huei-Shan Lee);葉孺萱(Ju-Hsuan Yeh)

Key Words

美髮服務業 ; 顧客參與 ; 信任 ; 忠誠度 ; hairdressing service industry ; customer participation ; trust ; loyalty

PublicationName

華岡農科學報

Volume or Term/Year and Month of Publication

45期(2020 / 06 / 01)

Page #

56 - 71

Content Language

繁體中文

Chinese Abstract

本研究首度在美髮服務業中探討能否以強化顧客參與來使顧客忠誠於他(她)所信任的店家與設計師,同時,更進一步探究顧客參與與共同生產服務經驗之關聯是否會對顧客忠誠產生影響。實證發現,顧客參與著實影響顧客對店家或設計師的信任,因此,業者應該重視美髮服務“提供之前”以及服務“過程之中”與顧客要能充分溝通與互動,才能提升雙方信任,進而產生忠誠。此外,在本研究中,顧客對店家的信任與忠誠或是顧客對設計師的信任與忠誠是被分別進行比較的;結果顯示:顧客參與對信任設計師之影響大於信任店家,而且,信任(設計師)對顧客忠誠(設計師)比對顧客忠誠(店家)有較大之忠誠,也就是,顧客對設計師的信任較高,而這份信任也將影響忠誠;畢竟在美髮服務中與顧客互動及提供服務的人主要以設計師為主,所以若設計師期望得到顧客對自己有更高的信任與忠誠,則應比店家更重視顧客參與;相對地,也由於顧客對設計師的信任與忠誠皆較高,故業者應更重視與設計師之間的經營關係,長期以來美髮服務業自立門戶門檻不高、加上設計師可以自由選擇靠行或工作室經營的業態下,如何鏈結與設計師之關係,並將顧客對設計師的信任與忠誠轉化成對店家的忠誠將是業者須正視之經營課題。

English Abstract

This research is among the first to explore the relationship between customer participation and customer loyalty, which will greatly contribute to strategic marketing planning and economic value for the hairdressing industry. The results showed that there are several factors in managing operations: (1) Customer participation is even more important to hairdressers as we discovered that customer participation influences trust (hairdresser) greater than trust in the stores. While the level of trust is beneficial to customer loyalty (stores), it causes stronger customer loyalty toward the hairdressers. In contrast, although customer participation may be beneficial to trust in stores, this effect is weaker. Although the influence of the level of trust in the stores to customer loyalty to the stores is greater than the influence of the level of trust in stores to customer loyalty toward hairdressers, the effect is less than that of trust in hairdressers to customer loyalty toward hairdressers. After all, hairdressers are the main people involved in customer interactions and are the main service providers. Naturally, hairdressers should pay more attention to customer participation. (2) In this study, the trust and loyalty of the customer to the store or the trust and loyalty of the customer to the hairdresser can be compared separately, in which customer participation in the trust toward hairdressers is greater than the trust toward stores. Moreover, trust in hairdressers brings greater customer loyalty than trust in stores. In the hairdressing service industry, hairdressers' changes in jobs or barriers to open up their own stores are not high. Therefore, thinking about how to link the hairdressers and transforming customers' trust and loyalty in the hairdressers into loyalty for the stores may be a critical matter for the service providers.

Topic Category 人文學 > 地理及區域研究
生物農學 > 生物農學綜合
生物農學 > 農業
生物農學 > 森林
生物農學 > 畜牧
生物農學 > 漁業