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研究生:王玉桂
研究生(外文):WANG, YU-KUEI
論文名稱:美容SPA業之服務品質、顧客滿意度對顧客忠誠度之關係研究-以台中地區業者為例
論文名稱(外文):A Study on the Impact of Service Quality, Customer Satisfaction on Customer Loyalty for the Beauty SPA Shop--Evidence on Taichung Area as an Example
指導教授:袁淑芳袁淑芳引用關係
指導教授(外文):YUAN, SHU-FANG
口試委員:孫育伯褚麗絹
口試委員(外文):SUEN, YU-BOCHU, LI-CHUAN
口試日期:2017-06-26
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:2017
畢業學年度:105
語文別:中文
論文頁數:61
中文關鍵詞:服務品質顧客滿意度顧客忠誠度
外文關鍵詞:Service QualityCustomer SatisfactionCustomer Loyalty
相關次數:
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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、顧客滿意度與顧客忠誠度,為本研究之背景與動機。
  本研究的目的欲探討美容SPA消費者之服務品質、顧客滿意度、與顧客忠誠度影響關係之研究。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具有正向之影響。
2.服務品質對顧客忠誠度具有正向之影響
3.顧客滿意度對顧客忠誠度具有正向之影響。
4.顧客滿意度在服務品質與顧客忠誠度之間具有中介效果。
  In recent years, the market of Beauty SPA shop grew up quickly, which average year growth rate is about 25% and the scale is around NTD 25 billion in Taiwan market. However, the Beauty SPA market competes sharply and customers are various from teenage to sixty and so on. Hence, this study planned to explore the relations about Service Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty.
  The purpose of the study is examining the relationship among the service quality, customers’ satisfaction and customers’ loyalty. The convenient questionnaire survey method is used by this study.
  The empirical results are summarized as followed.
1. the service quality has significantly positive impact on the customer satisfaction.
2. The customers, satisfaction has positive significant impact on the customers’ loyalty.
3. Customer satisfaction significantly affected customer loyalty.
4. The customers’ satisfaction has mediation effect between the service quality and customers loyalty.
中文摘要 i
英文摘要 ii
目錄 iv
表目錄 viii
圖目錄 x

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 5
2.1 服務品質 5
2.1.1 服務的定義 5
2.1.2 品質的定義 6
2.1.3 服務品質的定義與特性 7
2.2 顧客滿意度 10
2.3 顧客忠誠度 14
2.4 各構面間之關係 19
2.4.1 服務品質對顧客滿意度之關係 19
2.4.2 服務品質對顧客忠誠度之關係 19
2.4.3 顧客滿意度對顧客忠誠度之關係 20
2.4.4 顧客滿意度對服務品質與顧客忠誠度之關係 21
第三章 研究方法 22
3.1 研究架構 22
3.2 研究假設 23
3.3 研究變數與操作型定義 23
3.3.1 服務品質之操作型定義 23
3.3.2 顧客滿意度之操作型定義 24
3.3.3 顧客忠誠度之操作型定義 24
3.4 問卷設計抽樣方法與前測 26
3.5 資料分析方法 28
3.5.1 敘述性統計分析 28
3.5.2 信度分析 28
3.5.3 差異性分析-獨立樣本T 檢定與單因子變異數分析 29
3. 5.4 相關分析 29
3. 5.5 迴歸分析 29
第四章 實證結果分析 31
4.1 敘述性統計分析 31
4.2 信度分析 33
4.3 差異性分析-獨立樣本T 檢定與單因子變異數分析 34
4.3.1 獨立樣本T 檢定 35
4.3.2 單因子變異數分析 37
4.4 迴歸分析 43
第五章 結論與建議 45
5.1 研究結論 45
5.2 管理意涵 46
5.3 後續研究建議 47

參考文獻 48
一、中文部分 48
二、英文部分 51
附錄一 問卷 56
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