臺灣博碩士論文加值系統

現今產業逐漸外移，消費者對服務業的高度需求下，業者紛紛強調顧客價值與資源整合，美髮業亦從傳統的技藝轉變成為專業化分工及全方位服務，加上連鎖經營理念之導入，更促使美髮業朝向系統整合、價值經營及顧客忠誠度等高附加價值之經營型態，因此如何提升服務品質，提高客戶之忠誠度係美髮服務業最為迫切之課題。本研究採用PZB三位學者所提出之SERVQUAL顧客滿意度調查工具作為衡量服務品質模式的標準，運用PZB所提出的有形性構面、可靠性構面、反應性構面、保證性構面與同理性構面等五大構面進行問卷設計並對消費者施以問卷調查，藉由系統性之統計分析，探討不同群體顧客所重視之服務品質項目及影響顧客忠誠度之關鍵服務品質項目。研究發現連鎖美髮業的整體服務品質仍有待改善，唯有全面提升服務品質，做好市場區隔與定位；同時主動強化對顧客之關愛與良性互動，將可有效提升顧客之忠誠度。

With the dominance of the service sector in Taiwan taking place following the flow of other business sectors from Taiwan, businesses put focus in customer’s value and resources integration. Hair salon business evolved from a traditional skill-oriented industry to a professionally- collaborative and all-function services. Moreover, with the input of franchise concept, hair salon business has geared towards system integration, value-added, and customer loyalty. It has become most crucial to improve service quality and increase customer loyalty in hair salon business. This study attempts to use SERVQUAL questionnaires by PZB to measure service quality in five dimensions — tangible dimension, reliability dimension, responsiveness dimension, assurance dimension, empathy dimension. The questionnaires were distributed to random customers and statistically analyzed in demography after collection to investigate what affects customer’s loyalty. The result of this study suggests that the service quality of hair salon business is to be improved. The keys to increase customer loyalty effectively are increasing service quality, executing good market positioning and segmentation, and strengthening customer care and interaction.

中文摘要 i
英文摘要 ii
誌　謝 iii
目　錄 iv
圖目錄 vi
表目錄 vii
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　研究範圍 3
1.5　研究流程與論文架構 3
第二章　文獻探討 7
2.1　連鎖業 7
2.1.1　連鎖業的定義與特性 7
2.1.2　國內連鎖業的概況 8
2.2　服務品質 10
2.2.1　服務的定義與特性 10
2.2.2 品質的定義 12
2.2.3 服務品質的定義與特性 14
2.3　服務品質的衡量模式 15
2.3.1 服務品質的構面 20
2.3.2 SERVQUAL服務品質量表 25
2.4　顧客忠誠度 28
2.4.1　顧客忠程度的定義 28
2.4.2　顧客忠誠度的衡量 29
第三章　台灣美髮業的概況 31
3.1　台灣美髮業的發展 31
3.2　台灣美髮業的經營型態 32
3.3　美髮業具有的特性 33
第四章　研究方法 35
4.1　研究架構 35
4.1.1　構面定義 35
4.2　研究假設 36
4.3　研究變數及操作性定義 37
4.4　研究設計 38
4.4.1　問卷設計 38
4.4.2　抽樣設計 40
4.4.3　問卷調查 40
4.5　分析方法 41
第五章　研究結果 44
5.1　樣本結構分析 44
5.2　顧客對於連鎖美髮業服務品質期望認知與實際感受差異之分析 47
5.3　連鎖美髮業服務品質各構面間之相關性分析結果 47
5.4　不同年齡顧客群對期望服務品質看法異同處之分析結果 49
5.5　不同年齡顧客群對實際服務品質與忠誠度看法異同處之分析結果 51
5.6　假說驗證結果彙總 52
第六章　結論與建議 54
6.1　研究結論 54
6.2 研究建議 55
6.3　研究限制 56
6.4　後續研究建議 57
參考文獻 58
附錄一（預試問卷） 63
附錄二（正式問卷） 66
圖目錄
圖1.1　研究流程圖 5
圖2.1　服務品質觀念性模式 18
圖2.2　服務品質認知的連續帶 20
圖4.1　研究架構圖 35
表目錄
表2.1　台灣地區連鎖業發展階段 9
表2.2　SERVQUAL的構面及意義 24
表2.3　SERVQUAL量表之衡量構面及其組成項目 26
表3.1　由個人或合夥人所組成自營型美髮店優缺點 32
表3.2　連鎖型美髮店優缺點 33
表4.1　服務品質構面及評量項目 39
表4.2　本研究各構面之信度 42
表5.1　樣本基本資料分析 45
表5.2　期望認知與實際感受成對樣本檢定 47
表5.3　期望認知各構面間的相關性分析 48
表5.4　實際感受各構面與忠誠度間的相關性分析 49
表5.5　期望服務變異數分析 50
表5.6　多重比較分析 50
表5.7　不同年齡族群之描述性統計分析 51
表5.8　實際服務和忠誠度變異分析 52
表5.9　假說驗證彙總 53

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