臺灣博碩士論文加值系統

化妝品市場競爭激烈的時代，化妝品的品牌眾多，在面臨競爭激烈及困難的環境中，若想要永續經營就必須不斷開發新產品，開發新顧客消費族群之外，並與既有顧客保持良好的互動關係；因此，如何透過專業的教育訓練培育化妝品櫃台或門市銷售服務人員，提供良好的服務態度和禮儀，並以超乎顧客預期的服務品質，提昇消費經驗的滿意度，以維繫良好的顧客關係，並使顧客願意繼續購買該化妝品，將對公司的整體績效會產生直接且重要的影響。
一般的化妝品專櫃多為商品導向，強調化妝品本身功效並形塑品牌形象以吸引消費者，提供使顧客滿意的服務讓消費者產生良好印象，以達成顧客對於其服務品質的認同，進而提升滿意度。
隨著感性情緒的消費時代來臨，尤其是對購買精品級化妝品的消費者而言，屬於高單價的商品，除了會注意商品功效、品牌形象等之外，購買期間所感受到的服務與消費者體驗，會影響其體驗價值、顧客滿意度，最終影響顧客忠誠度。精品級化妝品管理者應思考將服務分類，提升消費者滿意度，創造差異化的體驗價值，以提高顧客滿意度與顧客忠誠度。
本研究探索消費者對精品化妝品專櫃的印象、服務品質與顧客滿意度，並以服務品質之工具之一的Kano二維品質模式分析精品化妝品專櫃，找出服務缺口與機會點，以提出具體建議供有關單位參考，以便提升服務品質，為顧客創造更優良的消費體驗。

During the era of fierce competition in the cosmetics markets, there are many brands of cosmetics to contend with. In the face of fierce competition and a difficult selling environment, if one wants to achieve sustainable operations then one must continuously develop new products, target audiences (consumer groups), and maintain good interactive relationship with their existing customers. Therefore, the way to cultivate cosmetics counter sales is putting your service personnel through professional education and training. You must have good service attitude and etiquette, and improve the satisfaction of consumption-experience with such service quality that actually exceeds the customer’s expectations in order to maintain good customer-relationships which will ensure that your customers are willing to continue buying cosmetics. Such aspects will have a direct and important impact on the overall performance of the company.
General cosmetics counters are often customers-oriented. In addition to the brand image attraction of the cosmetics products themselves and coupled with good service that makes a lasting impression on customers, then the goal is to match (or surpass) the customers' overall expectations for cosmetics counters. In this manner, you will breach the gap between the customers’ original expectations and their actual experience, by offering them quality service and increasing their satisfaction value.
In the wake of the emotional mood-consumption era, especially for consumers who tend to buy boutique cosmetic products with relatively higher price tags, the efficacy of the commodity and brand image must receive strict attention and the customer service must be felt by the consumer during their purchase of the products. This will have a direct bearing on their experience value, customer satisfaction, and customer loyalty. Managers of boutique cosmetics counters should think of ways to implement services that will lead on consumers into their targeted experience field and also create variant experience values, so as to improve customer satisfaction and customer loyalty across a broad range of customers.
This study will: discuss consumer impressions, service quality and customer satisfaction in regards to boutique cosmetics counters; analyze boutique cosmetics counters by using a Kano two-dimensional quality model as one of the service quality tools to trace service gaps and opportunity points; put forward specific suggestions as a reference point for relevant units in order to improve the service quality and enhance the consumption-value experience for customers.

目 錄
誌 謝 Ⅳ
Abstract Ⅴ
英文摘要 Ⅵ
目 錄 Ⅶ
表 目 錄 Ⅷ
圖 目 錄 Ⅸ
第一章 緒論 1
1.1研究動機與背景 1
1.2研究目的 2
1.3研究範圍與限制 2
1.4研究流程 3
第二章 文獻探討 4
2.1服務品質 4
2.2服務體驗 5
第三章 研究方法 15
3.1魅力工學 15
3.2評價構造法 17
3.3深度訪談質性分析 18
3.4 Kano二維品質模式 20
3.5代表性刺激物圖片篩選 27
3.6訪談對象 34
第四章 研究成果 36
4.1精品化妝品專櫃服務的魅力因子萃取與歸納 36
4.2 Kano品質評價與滿意度調查 37
第五章 結論與建議 43
參考文獻 45
 
表目錄
表2.1服務品質與體驗品質之差異比較 7
表2.2服務體驗品質之構面與要素 7
表2.3產品設計與服務設計之差異比較 10
表3.1品質屬性判定的決策矩陣 23
表3.2迴歸係數顯著性與品質屬性的關係 24
表3.3問卷選項與意義表 25
表3.4 Kano二維品質模式要素歸類表 26
表3.5 Kano雙向問卷示例 26
表3.6刺激物一覽表 27
表3.7精品化妝品專櫃之魅力因子訪談紀錄表 35
表4.1 Kano雙向問卷題目 37
表4.2魅力因子品質判別與滿意係數 38
表4.3滿意係數排序與所屬要素表 39
表4.4滿意係數排序與所屬要素表 40
表4.5問卷變數各因素之品質要素歸屬分析結果 41

圖目錄
圖1.1研究流程圖 3
圖2.1服務設計模式 8
圖2.2服務設計的組成結構 13
圖3.1評價構造圖操作步驟 18
圖3.2 KANO二維品質模式 21
圖4.1魅力因子評價構造圖 36
圖4.2 KANO品質判定CS-DS圖 42

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