- 學位論文
關係利益、關係品質與顧客忠誠度之相關性研究-以美容產業為例
Studies on the Correlation Among Relational Benefit, Relational Quality and Customer Loyalty -Take the Beauty Industry as an Example
摘要
顧客忠誠度是發展持久性與維持競爭優勢的重要基礎。對顧客提供優質的服務品質除了能提升顧客滿意度外亦能提高顧客忠誠度，強化顧客對服務操作者的信任度，亦有助於長期關係利益的維持。由於美容服務業是以人工手技執業為主的產業，再加上服務人員的專業以及從業態度，皆可視為是直接影響消費者對店家的關係品質評鑑，與重覆消費意願高低的主要關鍵。 本研究主要以美容店家的消費族群為研究對象，旨在以關係利益以及關係品質兩項構面探討美容產業之客戶，對美容服務業的忠誠度的影響範圍程度多寡。並以迴歸分析進行研究架構的驗證。研究最終發現，關係利益對顧客的忠誠度的影響上有顯著性的表示，而關係品質在此研究探討中亦具有相當顯著性的中介效果。
並列摘要
Customer loyalty is an important foundation for developing persistence and mai try is an industry dominated by artificial hand skills, coupled with the professionalism of the service personnel and the type of business, it can be regarded as the main factor that directly affects the quality of consumers’ evaluation of the relationship with the store and the willingness to repeat consumption. The essential. This research mainly focuses on the consumer groups of beauty shops, and aims to explore the extent of the influence of the loyalty of beauty industry customers on the beauty service industry from the two dimensions of relationship benefit and relationship quality. And use regression analysis to verify the research framework. The research finally found that the influence of relationship benefits on customer loyalty has a significant expression, and relationship quality also has a significant mediating effect in this research and discussion.