服務傳遞過程中關鍵服務人員特徵對忠誠度的影響研究

楊子嫻

doi:10.6846/TKU.2016.00853

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服务传递过程中关键服务人员特徵对忠诚度的影响研究

The Impact of Critical Service Providers’ Characteristics on Loyalty during Service Delivery

杨子娴 , 硕士　　导师：罗惠琼　　

繁体中文 DOI： 10.6846/TKU.2016.00853

服务人员特徵；服务人员关系品质；顾客忠诚度；经营型态； Service Providers’ Characteristics ； Service Provider Relationship Quality ； Customer Loyalty ； Business Model.

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摘要 │ 参考文献 (144) │ 国际计量

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Because of the economic abundance and life styles improvement, the management direction of the Taiwan beauty services industry is constantly changing, transiting from simple facial beauty to extensive whole body makeup, as well as leisurely body relaxation massage. It means that beauty salon provides not only just a facial skin care service but also a whole body skin care, massage. Such a change makes the present beauty characteristics different from the past one.  
　　In addition to the intensive one-to-one service, being a standard in the past, the present beauty service emphasizes the characteristics of intimate customer-beautician interaction and the customer-oriented of long-term service. Consequently, the beauty service providers play an extra important role to entertain and serve the customers. Customers are usually sensitive and impressed to the characteristics of the beauty service providers during the long-term service.
　　Past research has found that customers will pay attention to the characteristics of the beauty service providers as criteria to evaluate the extent of service satisfaction.  As a usual, the beauty salon films are more able to maintain long-term relationships with customers when they acquire higher positive evaluation on the beauty service providers, who are just the constituent of the films. It is apparent that the characteristics of the beautician are the key to build long-term relationships with customers, as well as are closely related to the success of the beauty salon films. Thus, this research will take advantage of the concept of the Relationship Quality in order to establish one quality model, which is suitable to study the Relationship Quality of beauty service providing process. Further, the influence of the characteristics of the beauty service providers on the Relationship Quality and Loyalty is studied while customers are in the process of beauty service.
　　The paper questionnaires in this study include 421 valid copies, out of total 483 surveys, done on experienced grooming customers in Taoyuan. The analysis reveals (1) that the characteristics of empathy, politeness, professionalism, experience are the important to beauty service providers. The professionalism is the most criterion; (2) that the Service Providers’ Characteristics will affect the customer loyalty, by means of the Relationship Quality; and (3) that the Service Providers’ Characteristics is the most dominant factor to affect the service provider’s Relationship Quality.
　　This study gives beauty salon films some suggestions as follows: (1) to use suitable persons and then culture them to be beauticians, who have inherent characteristics of beauty service; (2) to culture those persons who are helpful to set up good customer relationship; as well as (3) to reduce the resign rate of good employees. To allow employees to show proper and adequate features, and then establish a good Relationship Quality with customers, in exchange for the long-term customer loyalty. These actions will be helpful for the operation of beauty salons.

参考文献 ( 144 ) 〈TOP〉

吕明凤、裴文(2002)。美容服务业发展关系行销之研究。美容科技学刊。1(1)，165-202。
连结：
严文俊(2013)。消费者护肤保养体验价值之研究：以连锁性与个人工作室之美容护肤沙龙为例。淡江大学企业管理学系硕士在职专班,硕士论文。
连结：
崔萱(2015)。伴手礼商店品牌形象、顾客满意度及顾客忠诚度关系之研究—以依蕾特为例。国立台湾大学农业经济学研究所硕士论文。
连结：
张晋銮(2011)。探讨美容业之感官行销与美容师推销行为对顾客满意度之影响。淡江大学全球华商经营管理数位学习硕士在职专班硕士论文。
连结：
曾俊明(2007)。台湾专业美容业西进中国之研究。国立暨南国际大学国际企业学系硕士论文。
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DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。