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研究生:廖阡雅
研究生(外文):Chien-Ya Liao
論文名稱:服務品質、知覺價值、顧客滿意度與顧客忠誠度關係之研究—以美容SPA市場為例
論文名稱(外文):The Study of the Relationship among Service Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty--A Survey of SPA Market
指導教授:黃國忠黃國忠引用關係
指導教授(外文):Kuo-Chung Huang
口試委員:王智立紀信光
口試委員(外文):Chih-Li WangHsin-Kuang Chi
口試日期:2015-06-17
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理學系管理科學碩博士班
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:2015
畢業學年度:103
語文別:中文
論文頁數:65
中文關鍵詞:服務品質知覺價值顧客滿意度顧客忠誠度美容SPA
外文關鍵詞:Service QualityPerceived ValueCustomer SatisfactionCustomer LoyaltyBeauty SPA
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  • 被引用被引用:72
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  近年來,美容SPA市場快速成長,單單台灣的美容SPA產值早已經超過250億台幣,每年成長速度約25%,然其市場競爭亦日趨激烈。美容SPA市場的客群,從十幾歲到六十幾歲不等,讓美容SPA館在提供服務時,需要特別注意消費者對於美容SPA的服務品質、知覺價值、顧客滿意度與顧客忠誠度,為本研究之背景與動機。
  本研究針對台灣美容SPA市場顧客,探討服務品質、知覺價值、顧客滿意度與顧客忠誠度之關係,經分析過得知以下幾點研究結果與發現:
1. 服務品質對顧客滿意度有顯著正向之影響。
2. 知覺價值對顧客滿意度與顧客忠誠度皆有正向的影響。
3. 顧客滿意度對顧客忠誠度有顯著正向之影響。
4. 顧客滿意度在知覺價值與顧客忠誠度上具有部份中介效果。

  In recent years, the market of Beauty SPA grew up quickly, which average year growth rate is about 25% and the scale is around 25 billion NTD in Taiwan. However, the Beauty SPA market competes sharply and customers are various. Hence, this study planned to explore the relations about Service Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty.
  The research results of this study indicated that:
1. Service quality significantly affected customer satisfaction.
2. Perceived value has a significant positive impact on customer satisfaction and customer loyalty.
3. Customer satisfaction significantly affected customer loyalty.
4. Perceived value has a significant mediation effect on the relationships between customer satisfaction and customer loyalty.
中文摘要i
英文摘要ii
目錄iii
圖目錄vi

第一章緒論1
1.1研究背景及動機1
1.2研究目的2
1.3研究流程2
第二章文獻探討4
2.1服務品質4
2.2知覺價值10
2.3顧客滿意度13
2.4顧客忠誠度16
2.5美容SPA 20
2.6各構面間之關係22
第三章研究方法25
3.1研究架構25
3.2研究假設26
3.3研究變數之操作型定義26
3.4問卷設計與抽樣方法29
3.5資料分析方法31
第四章資料分析與討論33
4.1因素與信度分析33
4.2人口統計分析39
4.3獨立樣本T檢定與單因子變異數分析41
4.4相關分析46
4.5迴歸分析47
第五章結論與建議50
5.1研究結論50
5.2管理意涵51
5.3後續研究建議52
參考文獻53
一、中文部份53
二、英文部份56
附錄問卷63
一、中文部份
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5.吳則雄(民95),台灣餐飲業顧客互動、服務品質、信任與顧客忠誠度關係之研究-以中南部國際觀光旅館餐廳為例,國立成功大學高階管理碩士在職專班碩士論文,未出版,台南市。
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25.黃逸甫(民90),服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響-以銀行業為例,國立政治大學經營管理所碩士論文,未出版,台南市。
26.楊宗文、陳舜琪(民98),醫學美容SPA消費者行為分析,2009國際中小企業經營策略與管理學術研討會論文集。
27.楊彩華(民97),美容SPA事業經營型態與轉型策略之研究-動態能力分析之應用,美和技術學院經營管理研究所碩士論文,未出版,屏東縣。
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