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研究生:林欣亭
研究生(外文):LIN, HSIN-TING
論文名稱:影響美髮產業成功展店關鍵因素之研究
論文名稱(外文):A Study on the Key Factors Affecting the Success of the Hairdressing Industry
指導教授:翁興利翁興利引用關係
指導教授(外文):WONG, SENG-LEE
口試委員:李元和邱志淳
口試委員(外文):LEE, YUAN-HOCHIU, CHIH-CHUN
口試日期:2023-05-24
學位類別:碩士
校院名稱:世新大學
系所名稱:企業管理研究所(含碩專班)
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:2023
畢業學年度:111
語文別:中文
論文頁數:102
中文關鍵詞:美髮產業展店關鍵因素DEMATEL
外文關鍵詞:hairdressing industryadding new storeskey factorsDEMATEL
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在高度激烈的服務業中,為求達到經濟規模的經營目標,許多美髮產業的經營策略之一乃在提高店面的數目與規模。本研究旨在探討影響美髮產業成功展店的因素為何?而在所有的影響因素中,哪些並非核心因素?哪些因素才是屬於真正的關鍵因素?
為了回答第一個研究問題,本研究深度訪談美髮產業的6位負責人,並得出影響成功展店的九點因素。為了回答第二個研究問題,本研究根據訪談的結果,設計了一份專家問卷。在15位專家的定稿後,本研究總共發放133份問卷,剔除無效問卷31份,總計回收有效問卷102份。
採用Decision-Making Trial and Evaluation Laboratory(DEMATEL)分析法,本研究發現影響美髮產業成功展店的關鍵因素有三,分別是:(1)店長的領導與管理能力;(2)服務人員來源的穩定性;及(3)有無提供員工技術培訓與教育課程。此外,店面與財務的管理則屬於次核心的影響因素。至於服務滿意度與網路行銷的經營成效等兩項因素,對於成功展店的重要性並未如預期。最後,本研究提出幾點美髮產業展店決策的建議意見。

In the highly competitive service industry, in order to achieve the business goal of economic scale, one of the business strategies of many hairdressing industries is to increase the number and scale of stores. The purpose of this study is to explore the factors that affect the success of adding new stores in the hairdressing industry. And among all the influencing factors, which ones are not the core factors? Which factors are the real key factors?
In order to answer the first research question, this study conducted in-depth interviews with 6 people in charge of the hairdressing industry, and obtained nine factors that affect the successful addition of new stores. In order to answer the second research question, this study designed an expert questionnaire based on the results of the interviews. After the finalization of 15 experts, a total of 133 questionnaires were distributed in this study, 31 invalid questionnaires were eliminated, and a total of 102 valid questionnaires were recovered.
Using the Decision-Making Trial and Evaluation Laboratory (DEMATEL) analysis method, this study found that there are three key factors affecting the success of the hairdressing industry, namely: (1)、the leadership and management capabilities of the store manager;(2)、the stability of the source of service personnel; and (3)、whether to provide staff technical training and education courses. In addition, storefront and financial management are sub-core influencing factors. As for the two factors such as service satisfaction and the operating effectiveness of online marketing, they are not as important to the success of store opening as expected. Finally, this study puts forward some suggestions for the decision-making of the hairdressing industry.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究範圍與對象 5
第四節 研究流程 7
第五節 資料來源與處理 9
第貳章 文獻探討 13
第一節 服務團隊管理 13
第二節 管理經營 18
第三節 服務滿意度 22
第四節 店址與財務 27
第參章 研究設計與方法 31
第一節 研究架構 31
第二節 資料蒐集 33
第三節 資料分析 39
第肆章 實證結果與分析 43
第一節 描述性統計分析 43
第二節 關鍵因素分析 52
第伍章 結論 63
第一節 研究發現 63
第二節 研究建議 65
參考文獻 69
附錄1 問卷 82
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