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研究生:王淑英
研究生(外文):Shu-Ying Wang
論文名稱:服務接觸與顧客經驗管理:美髮業顧客正面經驗之探討
論文名稱(外文):Service Encounter and Customer Experience Management:An Exploration of Positive Experiences in Hairdressing Industry
指導教授:張景旭張景旭引用關係謝龍發謝龍發引用關係范垂爐范垂爐引用關係
指導教授(外文):Chin-Hsu ChangLung-Far HsiehChuei-Lu, Fan
口試委員:謝龍發范垂爐林我崇汪睿祥
口試委員(外文):Lung-Far HsiehChuei-Lu, FanWo- Chung LinRui-xiang Wang
口試日期:2011-12-30
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:122
中文關鍵詞:美髮業服務接觸顧客經驗情境線索技術
外文關鍵詞:Hairdressing IndustryService EncounterCustomer Experience ManagementSituation-Clue Technique
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隨著經濟高度發展,美髮業在台灣已經是發展成熟的創意產業,強調客製化與差異化;服務的重心也由早期的技術導向,轉為服務品質導向。人們接受美髮服務不再只是滿足於造型的成功,同時也期待一個令人感動的經驗,因此,企業應透過服務接觸,創造顧客體驗,提升服務品質。本研究主要探討美髮業之服務接觸與顧客正面經驗。本研究以深入訪談方式,蒐集美髮業服務人員在工作現場所觀察到的顧客正面故事,採用情境線索技術(Situation-Clue Technique, SCT)分析法,透過探究服務接觸過程中,形成顧客正面情緒的線索,歸納出美髮業各階段正面經驗線索,找出顧客滿意的因子;並以情境為主軸,進一步串連具有關聯性的線索,建構出情境模型並發展出顧客正面經驗延伸表,提供美髮業者做為營造顧客經驗之依據以及員工訓練之參考。
With high economic growth, hairdressing in Taiwan has already become a mature and creative industry, which emphasizes both the customization and the differentiation. Its focus has also turned from the early technology-orientated service to now quality- orientated service. People have not just been satisfied purely with accepting a successful hair style provided by the hair salon. At the same time, they are also looking forward to touching experiences. Therefore, enterprises should create more customer experiences and improve their service quality through the service encounter.
This study mainly explored the customer encounter and the customer positive experiences of the hairdressing industry. It adopted the way of in-depth interviews to collect the positive stories of the customers which are observed by the hairdressers who work in the workplaces. The context clues technology analysis (Situation-Clue Technique, SCT) was adopted. Through the process of exploring the service encounter, it formed the positive emotional clues of the customers, and also summarized the positive experience clues from the different stages of hairdressing industry. Under the main scheme of real situations, it further connected with the related clues, built the models of situations, and developed the extension of customer positive experiences. This study could provide some references for the hairdressing industry to construct the customer experiences and to train their staffs.

目錄
封面內頁
中文摘要.......................iii
英文摘要.......................iv
誌謝.........................v
目錄.........................vi
表目錄........................viii

第一章 緒論.................... 1
   第一節 研究背景與動機............ 1
   第二節 研究目的............... 3
第二章 文獻探討.................. 4
   第一節 美髮業................ 4
   第二節 服務接觸............... 10
   第三節 顧客經驗管理............. 20
   第四節 美髮業顧客滿意相關文獻........ 24
第三章 研究方法.................. 28
   第一節 研究對象與資料蒐集.......... 28
   第二節 研究工具............... 30
   第三節 研究步驟............... 32
   第四節 信效度分析.............. 41
第四章 研究分析與發現............... 44
第一節 各階段情境經驗線索......... 44
第二節 各階段正面經驗情境模型......... 63
第三節 研究發現.............. 87
第五章 結論與建議................. 91
第一節 結論................ 91
第二節 實務意涵.............. 92
第三節 研究限制與建議........... 95
參考文獻...................... 97
附錄 美髮業顧客正面經驗延伸表......... 107

表目錄
表 2- 1 服務接觸定義整理表.............. 10
表 2- 2 Bitner 服務接觸五構面............... 13
表 2- 3 科技介入服務接觸後影響整體顧客滿意/不滿意的分類....24
表 2- 4 Auh et al.研究問項表.............. 25
表 3- 1 美髮業單一故事分析表................. 34
表 3- 2 情境聯集表..................... 38
表 3- 3 顧客正面經驗延伸表................ 40
表 3- 4 正面故事基本資料一覽表................ 42
表 3- 5 正面故事統計表與意涵................. 43
表 4- 1 店外瀏覽情境模型................ 64
表 4- 2 入門接觸情境模型................. 65
表 4- 3 髮質受損溝通處理情境模型............. 66
表 4- 4 顧客特殊要求(明星造型)的積極回應情境模型...... 67
表 4- 5 顧客不指定髮型情境模型............ 68
表 4- 6 儀器帶動洗髮情境模型............. 69
表 4- 7 洗髮體貼處理情境模型............... 70
表 4- 8 產品介紹情境模型................ 70
表 4- 9 關心顧客的聊天情境模型............... 71
表 4-10 長髮女孩改變造型情境模型............ 72
表 4-11 針對銀髮族的特別處理情境模型........... 73
表 4-12 顧客需求積極回應情境模型............. 73
表 4-13 燙髮失敗補救情境模型................. 75
表 4-14 工序等待情境模型................... 75
表 4-15 燙髮時安排助理陪伴情境模型.............. 76
表 4-16 顧客畏寒情境模型................. 77
表 4-17 染髮情境模型.................. 78
表 4-18 顧客特殊需求(不喜歡燙髮)的積極回應情境模型..... 79
表 4-19 第一次剪燙客人造型前後的對比情境模型........ 80
表 4-20 髮型帶來美好體驗情境模型............ 81
表 4-21 髮型事後追蹤情境模型.............. 82
表 4-22 事後閒聊情境模型................... 84


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