全球化妝品產業持續蓬勃發展，成長率非常驚人，在台灣這種美麗產業更是競爭激烈。各大品牌的化妝產品有多元化的選擇，眾多品牌之中，使化妝品的銷售競爭激烈，女性消費者選購化妝品時，極重視購買產品前後的服務品質，所以問題會發生在業者該如何從競爭中脫穎而出並讓顧客擁有良好的滿意度。從過去的研究中許多學者發現顧客忠誠度對企業獲利的影響是可以大幅提升的，更是企業競爭優勢的主要來源。因此，本研究探討化妝品專櫃的服務品質、顧客滿意度及顧客忠誠度之間的關係。

本研究針對曾到Shu Uemura專櫃消費過的消費者為研究對象，發放350份問卷，有效問卷為293份，有效回收率為84%，再經由SPSS 22.0軟體分析採用信效度分析、描述性統計分析、相關分析、迴歸分析、獨立樣本T檢定與單因子變異數分析作統計資料處理。從實證結果發現，服務品質之有形性、可靠性、反應性、保證性、關懷性對顧客滿意度有顯著的正向影響，其中以關懷性影響最大；而顧客滿意度對顧客忠誠度之再購意願、向他人推薦公司或品牌的意願、價格容忍及交叉購買意願也有顯著正向影響。更進一步分析發現顧客滿意度在服務品質與顧客忠誠度之間具有完全中介效果。表示服務品質、顧客滿意度與顧客忠誠度彼此的關係為相互影響，並可提供給化妝品專櫃業者獲利的方向，日後執行資源分配等的參考依據，讓企業具備競爭優勢，更能準確地抓住女性消費者的心。

關鍵詞：服務品質、顧客滿意度、顧客忠誠度、化妝品專櫃

While the cosmetic industry is continually growing in global and developing in a rapid speed, this beauty industry in Taiwan becomes much more competitive due to the various and diversified brands on the market. When a female consumer purchasing a cosmetic among those brands, the service quality becomes critical and plays an important role before and after sales. So the question is how can a brand/seller stand out and give customer a better customer satisfaction than other competitors. The past researches have shown that the customer loyalty provides great advantages and even more shows a strong positive effect to company profit. Thus, this report investigated the relationship between service quality, customer satisfaction and customer loyalty.

The report focused on the customers who were served and purchased items in Shu Uemura cosmetic counter. 350 questionnaires were issued and retrieved 293 valid questionnaires which reached the recovery rate of 84%. The raw data were analyzed by quantitative research through SPSS 22.0 software to investigate reliability and validity analysis, descriptive statistics, correlation analysis, regression analysis, independent Sample t test and ANOVA. The study results showed that the service quality's tangibility, reliability, responsiveness, assurance and empathy have positive and significant relation with customer satisfaction. Particularly, the empathy showed the greatest influence. Customer satisfaction also showed a positive and significant relation to customer royalty which of re-purchasing, recommendations to others, price tolerance and cross-buying intention. Furthermore, the study showed that the customer satisfaction show a complete mediating effect between service quality and customer royalty. It represented that the service quality, customer satisfaction and customer loyalty are all affecting each other. This result can provide the cosmetic counters a direction of achieving better profit by optimizing and allocating resources and allow them to be competitive and precisely to attract the correct customer.

Key words：Service Quality, Customer Satisfaction, Customer Loyalty, Cosmetic Counter

摘要 i
Abstract ii
致謝 iii
目 錄 iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 4
1.3研究對象與範圍 4
1.4研究流程 5
第二章 文獻探討 6
2.1化妝品相關概況 6
2.1.1化妝品產業發展 6
2.1.2化妝品通路分布概況 8
2.1.3百貨公司專櫃定義與特徵 10
2.2 Shu Uemura品牌的介紹與專櫃服務特性 12
2.2.1 Shu Uemura品牌介紹 12
2.2.2 Shu Uemura專櫃服務特性 14
2.3服務品質 16
2.3.1服務品質定義 16
2.3.2服務品質概念模式 19
2.4顧客滿意度 22
2.4.1顧客滿意度的定義 22
2.4.2顧客滿意度之構面及衡量方式 24
2.5顧客忠誠度 27
2.5.1顧客忠誠度定義 27
2.5.2顧客忠誠度構面 28
2.6 服務品質、顧客滿意度及顧客忠誠度間的關係 29
2.6.1服務品質與顧客滿意度的關係 29
2.6.2服務品質與顧客忠誠度的關係 29
2.6.3顧客滿意度與顧客忠誠度的關係 30
2.6.4服務品質、顧客滿意度與顧客忠誠度的關係 30
第三章 研究方法 31
3.1研究方法 31
3.1.1文獻探討法 31
3.1.2問卷調查法 31
3.2研究架構與假說 32
3.2.1研究架構 32
3.2.2研究假說 33
3.3 研究變數之操作型定義與衡量問項 34
3.3.1服務品質之操作型定義 34
3.3.2顧客滿意度之操作型定義 35
3.3.3顧客忠誠度之操作型定義 35
3.4 問卷設計與前側 37
3.4.1消費者基本資料 37
3.4.2服務品質構面之問卷 38
3.4.3顧客滿意度構面之問卷 39
3.4.4顧客忠誠度構面之問卷 39
3.5 問卷預試與回收 40
3.5.1服務品質信度分析 40
3.5.2 顧客滿意度信度分析 42
3.5.3 顧客忠誠度信度分析 43
3.5.4 整體信度分析 44
3.6資料分析方法 44
3.6.1信度與效度分析 44
3.6.2敘述性統計分析 45
3.6.3相關分析 45
3.6.4獨立樣本T檢定與單因子變異數分析 46
3.6.5迴歸分析 46
第四章 資料分析 46
4.1信度分析 47
4.2效度分析 50
4.3敘述性統計分析 53
4.4相關分析 57
4.5獨立樣本T檢定與單因子變異數分析 58
4.6迴歸分析 63
第五章結論與建議 65
5.1研究結論 65
5.2研究限制 67
5.2.1研究對象 67
5.2.2研究方法 68
5.2.3研究工具 68
5.3研究建議 68
5.3.1針對假設說明 68
5.3.2針對企業與後續研究者 69
參考文獻 71
附錄一 78

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