美容企業之服務品質與顧客滿意度探討

A Study on the Service Quality and Customer Satisfaction in the Beauty Industry

10.30001/JIES.201712_14(2).0003

詹慧珊(Hui-Shan, Chan)；朱惠英(Hui-Ying, Chu)；蔡宜萱(Yi-Hsuan, Tsai)；林容慧(Jung-Hui, Lin)

美容企業 ； 服務品質 ； 顧客滿意度 ； Beauty Industry ； Service Quality ； Customer Satisfaction

美容科技學刊

14卷2期（2017 / 12 / 01）

41 - 58

繁體中文

本研究旨在探討美容企業之服務品質與顧客滿意度情況，透過文獻探討及問卷調查方式進行分析，歸納結論如下：本研究之美容企業服務品質與顧客滿意度探討，強調整體性經營，尤其注重團隊人員服務品質經營，並以連鎖經營擴展達成顧客滿意度。在個人背景變項方面在服務品質的差異性分析，婚姻狀況，對於服務品質並無差異；在年齡層、教育程度、薪資所得方面對於服務品質之「保證性」與「有形性」有差異，顧客滿意度變項能聯合預測服務品質的變異量。就個別變項的解釋量來看，以「保証性」層面的預測力最佳，其次為「整體表現度」及「價格滿意度」層面。在美容服務產業，產品與服務往往是最大的利潤來源，也是顧客的滿意度，企業成長率與獲益也越高。因為有較高的顧客滿意度，必有較高的忠誠度與銷售率，因此顧客滿意度對企業永續經營是佔重要的地位的，並且也是所有企業努力追求的目標。

This study aims to discuss the service quality and customer satisfaction in the beauty industry. Through document analysis and questionnaire, the analysis is conducted and the conclusion is as follows: In this study, the discussion of the service quality and customer satisfaction in the beauty industry focuses on the overall management and especially on the service quality management of the team members. Also, the expansion of the chain stores will increase customers' satisfaction. In terms of the difference analysis of the variable of personal background in service quality, marriage status makes no difference in the service quality. There is the difference in age, educational background, and salary to ＂assurance＂ and tangibles＂ of the service quality. The variable of the customer satisfaction can be combined to predict the variance of the service quality. As far as the explanation of the individual variable is concerned, the level of ＂assurance＂ has the best prediction and then the levels of ＂overall performance＂ and ＂price satisfaction＂ come second. In the beauty industry, products and service are mostly the largest origin of profits. At the same time, the higher the customers' satisfaction is, the higher the corporate growing rate is and the higher the profits are. The higher customer's satisfaction means better loyalty and sales. Therefore, the customers' satisfaction plays the most important part in the sustainable management of a corporation as well as the goal all corporations endeavor to pursue.

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