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研究生:劉美芳
研究生(外文):Mei-Fang Liu
論文名稱:美容業服務品質對顧客關係影響之研究
論文名稱(外文):Exploring the Impacts of Service Quality on Customer Relationship in Beauty Industry
指導教授:陳美惠陳美惠引用關係
指導教授(外文):Dr. Mei-Hui Chen
口試委員:李昭穎蔡坤穆
口試委員(外文):Chao-Ying LeeKun-Mu Cai
口試日期:2014-07-29
學位類別:碩士
校院名稱:嘉南藥理大學
系所名稱:化粧品應用與管理系
學門:民生學門
學類:美容學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:99
中文關鍵詞:環境品質互動品質結果品質滿意信任承諾
外文關鍵詞:environment qualityinteraction qualityoutcome qualitycustomer satisfactiontrustcommitment
相關次數:
  • 被引用被引用:3
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  • 下載下載:31
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在競爭激烈的美容市場裡,如何提升顧客的保留率是業者必須努力的方向。良好的關係品質對於維繫忠誠的顧客具有關鍵的影響;然而要如何透過提供優質的服務來提升與顧客間的關係品質對於美容業者而言仍是亟需學習的課題。本研究的目的就是從消費者角度來探討服務品質的三個構面:環境品質、互動品質、結果品質對於顧客滿意、顧客信任以及顧客承諾的影響。本研究以問卷調查法來進行,問卷發放的主要對象為18- 60歲、曾到美容沙龍消費過的女性消費者。問卷發放地點為台南市區多間美容沙龍和美髮工作室,總計發放450之問卷。問卷回收後,並利用結構方程模式(SEM)來進行相關檢測。
研究結果顯示:服務品質構面中的環境品質對關係品質之顧客滿意、信任不具有顯著的影響;互動品質則會正向影響顧客滿意、信任;且結果品質亦對顧客滿意、信任有顯著的正向影響。此外,顧客滿意與顧客信任皆會正向影響顧客承諾。
In the fiercely competitive beauty industry, how to enhance customer retention is the critical objective for the practitioners to achieve. Excellent relationship quality has critical impacts on retaining loyal customers. Nevertheless, how to improve the relationship quality with customers through providing excellent service quality is still a crucial issue for the practitioners. Hence, the purpose of this study is to explore the impacts of the three dimensions of service quality, i.e. environment quality, interaction quality, and outcome quality on customer satisfaction, trust, and commitment.
Data were collected via structured questionnaires distributed to female consumers who are aged 18 to 60 and have ever patronized in a beauty salon in Tainan. A total number of 450 questionnaires were distributed. After excluding 45 non-usable data, the final sample size of this study was 405. The hypotheses were tested by applying structural equation modeling using the AMOS 20.
The results indicate that interaction quality has positive impacts on customer satisfaction and trust. Outcome quality is shown to have positive impacts on customer satisfaction and trust as well. Furthermore, customer satisfaction and trust are found to be positively associated with commitment.
目錄
中文摘要……………………………………………………………. Ⅰ
英文摘要…………………………………………...…………………. Ⅱ
致謝…………………………………………………….……………….Ⅲ
目錄……………………………………………………...……………. Ⅳ
圖目錄………………………….……………………………………….IX
表目錄…………………………………………………...……………. X
壹、緒論……………………………………………………………..……1
1. 1 研究背景與動機……………………..………….............…………......1
1. 2 研究目的…………………………..………………............………..…4
1. 3 研究流程………………………….…………….……............……..…6
貳、文獻回顧……………………………………………….….…..……..7
2. 1 美容業概述………………….….…………..…………..........…..……7
2. 2 服務品質……………………………………...………...........…..……8
2 .2. 1 環境品質……………………………….……....…......................…16
2. 2. 2 互動品質……………………………….…….........................….…17
2. 2. 3 結果品質………………………………….……..........................…20
2.3 關係品質……………………………………….…....……....…22
2. 3. 1 滿意度…………………………………….…..….…..…28
2. 3. 2 信任…………………………………….….……………31
2. 3. 3 承諾……………………….……….…………….…...…33
2. 3. 4 服務品質和關係品質之間的關係……………….….…35
參、研究方法……………………………………………………………38
3. 1 研究架構………………………………………………...….…38
3. 2 研究假設…………………………………….………….…..…39
3. 3 操作型定義和衡量問項………………..…………….…….…40
(1) 環境品質操作性定義與衡量……………………..……..40
(2) 互動品質操作性定義與衡量……………..……………..41
(3) 結果品質操作性定義與衡量………………...………….42
(4 ) 滿意度操作性定義與衡量……………………......…….43
(5) 信任操作性定義與衡量…………………………………44
(6) 承諾操作性定義與衡量………………………...……….45
3. 3. 1 問卷前測……………………………………..…..…………46
3. 4 問卷設計與收集………………………………………………46
3. 5 研究方法………………………………………………....……47
肆、研究分析與結果…………………………..…………………….…48
4. 1 問卷回收與樣本分析………………………...………...……48
4. 2 測量模式分析……………………………………...…...……57
4. 3 信度分析……………………………………….……..……….58
4. 4 收斂效度分析………………………………….………...……60
4. 5 區別效度分析………………………………..…….…….……62
4. 6 結構模式分析…………………………….…..…………….…63
4. 7 驗證假說……………………….…………………..……...…..63
伍、研究限制與建議………………..……………………………….…67
5. 1 研究結果……………………………………………..….….…67
5. 2 研究限制與管理意涵.………………………………….…..…68
5. 3 研究建議……………………………………….…..……….…70
文獻參考…………………………………….…………………….……71

















表目錄
表1 服務品質定義………………………………..….…..…….………12
表2 服務品質構面………………………………………...…..….……15
表3 關係品質定義…………………………………………………..…26
表4 關係品質構面…………………………………………………..…27
表5 環境品質衡量問項……………………………..……...……….…40
表6 互動品質衡量問項………………………………….....……….…41
表7 結果品質衡量問項…………………………………….……….…42
表8 滿意度衡量問項………………….…………………....……….…43
表9 信任衡量問項…………………..……………………...……….…44
表10承諾衡量問項…………………..…...…………………...…….…45
表11信度分析……………………………………………………….…59
表12 研究構面之效度分析彙總………………………………………61
表13 區別效度分析……………………………………………………62
表14 實證結果與研究假設分析………………………....……………65
表15 R2解釋力分析……………………………………………..…...…66



圖目錄
圖1 研究流程……………………………………………….......….……6
圖2 研究架構………………………………………………......………38
圖3消費地點分佈圖………………….…………………………..……49
圖4消費因素分佈圖…………………….………………………..……49
圖5消費年限分佈圖……………………….………………….….……50
圖6平均一個月消費次數分佈圖………………………………...……50
圖7最常消費項目分佈圖……………….…………………..…....……51
圖8平均消費金額分佈圖……………….…………………….….……51
圖9吸引持續消費因素分佈圖……………………………….………..52
圖10平均年齡分佈圖………………….…………………….….…..…52
圖11婚姻狀況分佈圖……………………….………………..…..……53
圖12職業類別分佈圖………………….…………………...…….……53
圖13教育程度分佈圖……………………………....……………….…54
圖14每個月可支配所得分佈圖……………………………………….54
圖15 目前消費店家數分佈圖……………….………………..….……55
圖16消費期間分佈圖…………………….…………………..….….…55
圖17最常消費店家佈圖…………………….…………………....……56
圖18平均一個月消費分佈圖………………………………………….56
圖19 SEM結構模式……………………………………………………64
附錄問卷……………………………………………………………..…85


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