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研究生:Khulan Batsuuri
研究生(外文):Khulan Batsuuri
論文名稱:美甲沙龍服務的客戶滿意度和購買意願的研究在蒙古烏蘭巴托
論文名稱(外文):A Study of Customer Satisfaction and Purchase Intentions in the Service of Nail Salon in Ulaanbaatar Mongolia
指導教授:李偉權李偉權引用關係
指導教授(外文):Lee, Wee-Keng
口試委員:劉子琦谢存瑞李偉權
口試委員(外文):Liu, Dsih-ChiXie, Cun-RuiLee, Wee-Keng
口試日期:2013-06-25
學位類別:碩士
校院名稱:亞洲大學
系所名稱:國際企業學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:72
中文關鍵詞:客戶滿意度購買意願商店感知價格感知感知的美甲師蒙古
外文關鍵詞:Customer SatisfactionPurchase IntentionPerception of StorePerception of PricePerception of Nail TechnicianMongolia
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服務業佔世界總生產總值的百分之五十以上(Cronin & Taylor, 1992)因此服務業是一個主要的經濟市場。不斷變化的消費者信心指數讓行業經營者提供盡最大努力提供服務,對與經濟衰退美髮沙龍和美甲沙龍業保持穩定。 2012年之前的5年時間內,IBISWorld公司的估計到,美髮沙龍和美甲沙龍業年均收入增長率為2.0%至$46.4十億。至2017年這5年的時間內預計經濟條件會增加,行業年均收入也會預計將增長率為3.6%至554億美元。
該研究報告把美甲沙龍,價格和員工結合在一起,創造客戶滿意度和購買意向在蒙古烏蘭巴托。店裡的整體估值會影響客戶的滿意程度。本文的目的是觀察到店,價格,美甲師通過客戶的滿意度對購買意願的影響
這項研究的結果將有助於美甲沙龍業主和指甲技師測量方法,管理客戶滿意度,並幫助他們指明一般服務的問題,客戶滿意度和購買意向。這項研究最重要的發現是,除了美甲沙龍的觀感,美甲師是一個重要的因素會影響客戶的滿意度和回購行為。

The service industry accounts for more than fifty percent of the world’s gross national product (Cronin & Taylor, 1992) and is therefore a main economic market. With industry operators giving their best efforts to offer services in line with changing consumer sentiment, the Hair and Nail Salons industry held steady against the recession. Over the five years to 2012, IBISWorld estimates that revenue has increased at an average annual rate of 2.0% to an estimated $46.4 billion. Economic conditions are anticipated to improve over the five years to 2017, with industry revenue forecast to increase at an average annual rate of 3.6% to $55.4 billion.
The study examines in which nail salon, price, and employee incorporate together to create the customer satisfaction and purchase intention in Ulaanbaatar Mongolia. The level of satisfaction will affect customers in making an overall valuation of the store. The purpose of this paper is to observe the effects of perception of store, perception of price, perception of nail technician on purchase intention through customers’ satisfaction in a nail salon context.
The result of this study will help nail salon owners and nail technicians with methods of measuring, managing customer satisfaction and help them to indicate their general problems in service, customer satisfaction and purchase intention. The most important findings of this study is that, besides store perception, the nail technician is an important influence on customers’ satisfaction and repurchase behavior.

ABSTRACT................................................................3
摘要.....................................................................5
LIST OF TABLES..........................................................8
LIST OF FIGURES.........................................................9
CHAPTER ONE: INTRODUCTION...............................................10
1.1 Research Background.................................................10
1.2 The history of nail care from ancient times to recent trends........11
1.3 Nail Care History in Ancient Egypt..................................11
1.4 Nail Care History in Ancient China..................................12
1.5 History of Nail Care in the Nineteenth Century......................12
1.6 History of nail Care in the Twentieth Century.......................12
1.7 Recent Trends.......................................................13
1.8 Research Motivation.................................................14
1.9 Statement of the Research Purpose...................................16
1.10 Research Questions.................................................16
1.11 Research Limitations...............................................17
1.12 Definition of Terms................................................18
CHAPTER TWO: LITERATURE REVIEW..........................................19
2.1 Introduction........................................................19
2.2 Brief information about Mongolia....................................19
2.3 Service Sector of Mongolia..........................................20
2.4 Perception of Store.................................................21
2.5 Perception of Price.................................................23
2.6 Perception of Nail Technician.......................................25
2.7 Customer Satisfaction...............................................26
2.8 Repurchase Intentions (RPI).........................................27
CHAPTER THREE: RESEARCH METHODOLOGY.....................................29
3.1 Introduction........................................................29
3.2 Research Methodology................................................29
3.3 Research Framework..................................................30
3.4 Measurement and Scaling.............................................31
3.5 Data Collection Method..............................................31
3.6 Research Model and Hypotheses.......................................34
3.7 Statement of Research Hypothesis....................................35
3.8 Research Process....................................................36
CHAPTER FOUR: ANALYSIS OF THE DATA......................................37
4.1 Introduction........................................................37
4.2 Descriptive Statistic Analysis of Demographic Characteristic........37
4.3 Reliability Test....................................................41
4.4 Factor Analysis.....................................................44
4.5 Multiple regression analysis........................................47
4.6 Result of the Hypotheses test.......................................52
4.7 Mediating Effect....................................................54
4.8 The mediator analysis...............................................57
CHAPTER FIVE: DISCUSSION AND CONCLUSION.................................59
5.1 Introduction........................................................59
5.2 Discussion and implications.........................................59
5.3 Research limitations................................................63
5.4 Suggestions for further research....................................64
LIST OF REFERENCES......................................................65

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