臺灣博碩士論文加值系統

面對社會的變遷，各行各業相當競爭，使得自己經營的模式更佳創新，而為了永續經營，在美髮業早期很多都是利用電視廣告增加店的曝光率，讓顧客增加深刻印象，跟著流行趨勢走向來打開店的知名度。例：美髮沙龍、個人工作室、連鎖企業、百元剪髮店，環境的變動導向。因此本研究的目的在探討以美髮業為例，電視廣告不再具有以往對於消費意願的影響力，那麼美髮業究竟應如何吸引消費者重覆消費？本研究欲探討美髮業中消費者的重覆消費意願相關影響因素：口碑、企業形象及顧客滿意度，藉此了解此等因素對重覆消費意願的影響；並參考中外學者的相關論述以發展本論文研究架構與進一步了解口碑、企業形象、顧客滿意度對重覆消費意願的影響。
本研究在2017年2月已驗證其研究之信度及效度，實際發放243份問卷，回收243份問卷，有效問卷為100%，問卷經驗證修正後進行正式問卷發放，針對有接觸過美髮沙龍的顧客進行填寫，進行研究驗證並進行統計分析。
本研究驗證結果發現：「企業形象」與「重覆光顧意願」具有顯著正向關係。「顧客滿意度」與「重覆光顧意願」具有顯著關係。「口碑」與「企業形象」、「重覆光顧意願」具有顯著正向影響，仍有許多問題是本次研究未能觸及之處，謹提出建議，以供行政機關、學術界、經營者以及後續研究者參考。

As society changes, it becomes more competitive in every walk of life and makes business model more innovative for sustainable development. In the early years of hairdressing industry, hairdressers usually increase their ng customers a deep impression by following new trends. With the appearance of hair salon, individual studios, chain enterprises and shops of 100 dollars , the business model of hairdressing industry becomes more diverse. Therefore, the purpose of this study is to take hairdressing industry for example to investigate the factors affecting customer retention. In order to understand the factors of reputation, corporate image and customer satisfaction and the relevance to customer retention, this study refers to other scholars’discussion and develop the structure to further understand mentioned factors.The pre-test questionnaire survey was conducted in February 2017, Customers who had been to hair salon were taken as its objects to verify the reliability and validity of the study. 243 practical questionnaires were provided, 243 valid questionnaires were recycled, and the effective response rate was 100%. Questionnaires were revised and formal questionnaires have been provided for the mentioned customers.
Through the empirical analysis,The result of this study showed that corporate image has a significant positive influence on customer retention; customer satisfaction has a significant influence on customer retention; reputation has a significant positive influence on corporate image and customer retention. This study suggests that to avoid waste of resources and time and to raise the customer retention, hairdressers should develop their corporate image in the beginning and improve the reputation, corporate image and customer satisfaction. Still, there are so many questions left untouched that this study is expected to be a reference for the authorities concerned and the relevant studies.

目錄
摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 2
1.4研究流程 3
1.5研究構念 5
1.6小結 5
第二章 文獻探討 6
2.1口碑 6
2.2企業形象 7
2.3重覆光顧意願 8
2.4顧客滿意度 9
2.5小結 11
第三章 研究方法 12
3.1研究架構 12
3.2研究變數之操作型定義 12
3.3研究假說 13
3.4問卷設計 16
3.4.1口碑 16
3.4.2企業形象 17
3.4.3重覆光顧意願 17
3.4.4顧客滿意度 18
3.5問卷預試信效度分析 19
3.6資料分析方法 22
3.6.1敘述系統分析 22
3.6.2信度與效度分析 23
3.6.3交叉分析 23
3.6.4因素分析 24
3.6.5迴歸分析 24
3.7小結 25
第四章 資料分析 26
4.1敘述性統計分析 26
4.2信度與效度分析 32
4.3交叉分析 34
4.4迴歸分析 49
4.5假說驗證 52
4.6小結 53
第五章 結論與建議 54
5.1研究結論 54
5.2研究建議 56
參考文獻 57
(ㄧ)中文文獻 57
(二)英文文獻 60

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