高雄地區Day SPA經營現況與顧客滿意度之研究

he Operating Status and Customer Satisfaction of Day SPA in Kaohsiung City

薛明玥(Min-yueh Hsueh)

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

本研究旨在探討高雄地區Day SPA經營現況與顧客滿意度，分析不同背景變項之Day SPA經營者在成本問題、勞工問題與經營管理層面之經營差異分析；以及不同背景變項之美容 Day SPA 館消費者進行顧客感官體驗、消費服務認知價值、顧客滿意度之差異情形。本研究採問卷調查法，以自編之「高雄地區Day SPA經營現況困擾之研究調查問卷」及「高雄地區Day SPA顧客滿意度之研究調查問卷」為研究工具。分別針對高雄地區 Day SPA 經營者以及到 Day SPA 消費的顧客為研究對象，共發出經營者正式問卷85份，回收71份，顧客正式問卷800份，回收597份。茲將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： 壹、Day SPA顧客滿意度之研究結論 一、Day SPA之顧客在認知價值問項中以了解療程內容及療程確實改善問題感到滿意；以停車問題、產品來源較為不滿意。 二、Day SPA之不同性別、每月消費次數之顧客對於認知價值具有顯著差異。 三、Day SPA顧客之感官體驗中以聽覺、觸覺體驗較為滿意，反之則以視覺體驗最為不滿意。 四、Day SPA不同性別顧客對於視覺、嗅覺體驗有顯著差異；不同年齡之顧客對於聽覺體驗有顯著差異。 五、Day SPA不同性別與每月消費次數之顧客對於顧客滿意度具有顯著差異。 六、Day SPA顧客感官體驗、認知價值、顧客滿意度彼此之間為顯著正相關性。 貳、Day SPA經營者困擾之研究結論 一、Day SPA業者在成本問題中以營業租金負擔過重最為困擾；反之以對於尋找合適廠商最不困擾。 二、Day SPA業者在勞工問題中感到屬於普通困擾程度。 三、Day SPA不同經營年資之業者對於經營管理具有顯著差異。 本研究依據研究結果進行討論，並提出對高雄地區Day SPA業者提升顧客滿意度之建議、高雄地區Day SPA經營困擾之現況與建議及未來研究上之參考。

關鍵字

Day SPA ； 經營者 ； 顧客滿意度 ； 消費環境 ； 服務品質

並列摘要

The purpose of this study is to investigate current operation status and customer satisfaction of Day SPA business in Kaohsiung area. At operation level, analysis is focused on difference of operations on different contextual variables faced by the Day SPA operators, such as operating cost, labor issue, as well as business operation and management. And at customer level, emphasis is put on difference of customer experience, service perception and value, as well as customer satisfaction. To start with, we designed two original questionnaires "Questionnaire on Operation Status of Day SPA Business in Kaohsiung Area” and " Questionnaire on Customer satisfaction and Operation Status of Day SPA Business in Kaohsiung Area" as the research tools, which were respectively geared to Day SPA operators and customers. In the end, there were 71 valid questionnaires responded by operators, and 597 from customers. The obtained data were processed with methods of Descriptive Statistics, Independent Sample t Test, One-way AVOVA, and Pearson Product-moment Correlation analysis. The conclusions are as follows:

I. Conclusions on customer satisfaction of Day SPA business
1. As to customer perceived value, the items of “The course contents have well been told” and “The course does improve health” were marked “Satisfied”; as to the parking issue and product sources, the result was “Unsatisfied”.
2. Different gender and the times of monthly visits of customers had significant impact on “Customer Perceived Value”.
3. As to “Customer Sensory Experience”, customers were quite satisfied with the sub-items of “Auditory Experience” and “Tactile Experience”, while unsatisfied with the sub-item of “Visual Experience.”
4. Different gender had significant impact on sub-items of “Visual Experience” and “Olfactory Experience”; and different age had significant impact on “Auditory Experience”.
5. Different gender and the times of monthly visits of customers had significant impact on “Customer Satisfaction.”
6. There appeared to be a significant positive correlation among the items of “Customer Sensory Experience”, “Customer Perceived Value”, and “Customer Satisfaction.”

II. Conclusion on operation issues faced by Day SPA operators
1. As to the item of “Operating Cost”, the operating rent is the most concerned issue; on the contrary, “Finding Right Suppliers” becomes the least concerned issue.
2. As to the item of “Labor Issue”, it is considered as a normally concerned issue.
3. Different years of operating experience has significant impact on “Business Operation and Management”.
This study, based on the research results, is aimed to propose some suggestions on the improvement of customer satisfaction and the settlement of current operating issues for Day SPA business in Kaohsiung area, and also served as a reference for further study in this field.

並列關鍵字

Day SPA ； Day SPA Operator ； Customer Satisfaction ； Consumption Environment ； Service Quality

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