臺灣博碩士論文加值系統

探討台灣蓬勃發展的美髮沙龍產業，能幫助消費者獲得美麗的外表及逐年該產業競爭激烈下，因此美髮沙龍消費者行為的研究尌顯得相當重要。隨著台灣消費水平提升與生活品質提昇，越來越多人開始追求自我外表的保養及身心靈上的舒壓放鬆，精緻化優質的營業服務項目能讓顧客滿意、提高忠誠度，亦能產生顧客將美髮技術服務或產品推薦給他人及自己在持續消費，而現今的消費者注重享受服務，是否也影響了美髮業轉型時機值得探討暸解。
「品牌形象」在學術上已研究多年，各學者對於品牌形象之定義看法皆有所差異，品牌形象是一種消費者對於品牌的看法、態度與感覺，將品牌忠誠度定義為消費者對喜歡的產品或服務再購買或再光顧的支持與承諾，因此會造成同樣品牌或同一套品牌的重覆購買消費。
將服務創新定義為新產品或新服務的生產或銷售，服務創新除了新服務與新產品的成功開發外，也包括針對既有產品以及服務傳遞的流程上進行修正，創新不僅僅是創造新的產品和服務、捕捉新的機遇，同時也涉及將新服務成功推廣的過程。
本研究針對某精緻美髮沙龍連鎖之消費者進行品牌意象、服務創新與忠誠度，試圖找出消費者再消費以及推薦的因素，在過程中所造成的服務創新後品牌升級與市場形象間的矛盾現況。
本研究利用因素分析縮減品牌形象、品牌知覺價值、服務創新及品牌忠誠度等構面，並以SPSS 統計軟體驗證各個變項間之關係作為經營策略改進的參考。

In Taiwan, the fast developing hairdressing salon industry, which is able to help consumers maintain their beautiful appearance, is increasingly competitive each year. Thus, the research in consumers’ behaviors in hairdressing salons is important. As the level of consumption increases and life quality is upgraded in Taiwan, more and more people begin to pursue the maintenance of their appearance and the relaxation of their body and mind. Refined and quality services not only can satisfy customers and increase their loyalty but also will cause customers to refer the service of hairdressing skills or products to others as well as to continue to consume by themselves. Whether people’s being highly conscious of services and the pleasure in them nowadays also affects the timing of transformation for the hairdressing industry is a question worth investigation.
“Brand image” has been academically explored for years, with various definitions given to it by researchers. proposed that brand image is a way of seeing, an attitude toward and a feeling of a brand by consumers. brand loyalty as a consumer’s support and commitment to repurchase or revisit a product or service he/she likes, which thus causes repeated purchase in a same brand or a same set of brands.
service innovation as the production or sale of new products or new services. stated that apart from successful development of new products or new services, service innovation also includes improvements on the process of delivering existed products and services. Innovation is more than just creation of new products and services and making use of new opportunities; it also involves the successful process of promoting new services.
This study uses the example of exquisite hairdressing salon chain to explore the brand image, service innovation and loyalty of the consumers in it, in an attempt to identify the factors of their reconsumption and recommendation, as well as the contradiction between brand upgrade and market image after service innovation during the process.
In this study, factor analysis was used to reduce to the constructs of brand image, perceived brand value, service innovation and brand loyalty; the SPSS statistics software was also used to testify the relationships between the variables to serve as reference in improvement on management and strategies.

摘 要 ii
Abstract iv
致 謝 vi
表目錄 ix
圖目錄 x
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 3
第貳章 文獻回顧 4
第一節 沙龍業 4
第二節 品牌形象 9
第三節 服務創新 15
第四節 忠誠度 21
第參章 研究方法 25
第一節 研究設計 25
第二節 研究架構與假設 26
第三節 研究對象 27
第四節 操作型定義 28
第五節 資料分析方法 30
第肆章 資料分析與結果 32
第伍章 結論與建議 37
參考文獻 39
中文文獻 39
英文文獻 43
附錄一 54

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