臺灣博碩士論文加值系統

美容產業這幾年在台灣的發展相當蓬勃，它的經營模式可以小到個人化、家庭式，亦可以大到創造數百億年營收的跨國企業。而經營一家美容SPA會館因門檻低及投資金額不高，讓人覺得看似簡單，實際上並沒有想像中的容易，本研究係以在美容SPA會館消費之顧客角度，找出美容SPA業者經營模式在那些方面對顧客有所差異並予於探討，進而增加業者與顧客間之關係，以維持現有顧客群。
本研究採用問卷調查方式，以在美容SPA會館消費之顧客為對象，收集150份問卷，分析探討顧客與美容SPA業者彼此間因為消費關係，所產生的顧客價值、顧客滿意度、顧客忠誠度，以及顧客關係之關聯性，藉以增加業者與顧客間之關係，維持現有顧客群。本研究經實證分析顯示顧客在美容SPA會館消費產生的顧客價值對於顧客滿意度與顧客忠誠度是有正向關係的，而顧客滿意度對顧客忠誠度亦為正向關係，以及美容SPA業者之顧客關係對顧客滿意度與顧客忠誠度均為正向關係；另外，部分的個人變項對於顧客價值、顧客滿意度、顧客忠誠度與顧客關係是有差異性的。
本研究根據上述研究結果建議業界應重視顧客價值、增進顧客滿意度進而提高顧客忠誠度，並且與顧客維持長期的商業關係是亦可以提高顧客滿意度及忠誠度，以減少尋找顧客的成本及增加策略優勢的機會。

The beauty industry in Taiwan has been booming in recent years, and its business model could be a personalization, a home industry or even like a large multi-national corporation that yearly income is over several billion US dollars. Alouth the beauty industry seems to be a simple business to operate for its relatively small investment and lower entry barriers, notice that it is not so easy to be success. The purpose of the was to explore business models of beauty SPA centers and identify the relationships between beauty SPA center dealers and their customers through the points of view of consumers for customers retention.
150 copies of questionnaires were designed to examine the relationship between beauty SPA center dealers and their consumers and to explore the customer value, customer satisfaction, customer loyalty and customer relationships. The results show that customer value represented by beauty SPA consumers displays a positive correlation with both customer loyalty and customer satisfaction; in addition, the positive correlationship is developed for customer satisfaction and customer loyalty. Also, the relationships between the beauty SPA center dealers and customers have been shown to be positively with both customer satisfaction and customer loyalty. Moreover, the significant difference is between certain responsers’ characteristics and customer value, customer satisfaction, customer loyalty and customer relationship respectively. To reduce costs of customers searching and to gain strategic advantage, the study suggests that beauty industries should pay more attention to customer value, enhance customer satisfaction to earn great customers’ loyalty, and keep long-term business relationships with their customers.

摘要 I
謝誌 V
表目錄 IX
圖目錄 XII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 6
第三節 研究範圍與流程 7
第四節 論文結構 9
第二章 文獻探討 10
第一節 顧客價值 10
第二節 顧客滿意度 16
第三節 顧客忠誠度 21
第四節 顧客關係 29
第五節 各變數相互關係 35
第六節 小結 39
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 訪談及問卷設計 44
第四節 抽樣設計 54
第五節 資料分析方法 56
第一節 樣本結構分析 58
第二節 信度分析 75
第三節 敘述性統計分析 76
第四節 相關分析 81
第五節 個人屬性與各研究變數差異性分析 87
第五章 結論與建議 104
第一節 研究結論 104
第二節 管理意涵 110
第三節 研究建議 112
第四節 研究限制 115
參考文獻 117
附錄一 訪談紀錄 123
訪談一 123
訪談二 124
訪談三 125
訪談四 127
附錄二 問卷 129

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