探討芳療保健消費者知覺價值與顧客滿意度之關係

Explore the relationship between customers perceived value and customers satisfaction in aromatherapy health

10.29423/JSRR.201609_11(1).0002

黃國忠(Kuo-Chung Huang)；張艾君(Ai-Chun Chang)

芳香療法 ； 消費者 ； 知覺價值 ； 顧客滿意度 ； 芳療保健 ； Aromatherapy ； consumers ； perceived value ； customers satisfaction ； aromatherapy health

運動與遊憩研究

11卷1期（2016 / 09 / 01）

16 - 25

繁體中文

本研究目的旨在探討芳療保健顧客知覺價值與顧客滿意度之間的關係。以300 位使用過芳療保健相關服務之消費者為研究對象，採便利抽樣法進行問卷調查，所得數據以SPSS for windows 18.0 套裝統計軟體處理，以描述統計與變異數(ANOVA)分析，各項比較顯著水準定為α=.05。本研究所得結論如下：一、男性消費者的比率較高(52.3%)，顯示芳療保健消費觀念上應要有所改變，男性消費者應是未來在芳療保健上非常重要的一個族群。二、不同職業別對知覺價值有顯著差異。三、知覺價值的高低對顧客滿意度有所影響。四、芳香療法將是未來健康促進與養身保健的一個趨勢，後續研究將結合市場調查與評估分析，以提升芳療保健的市場與產業價值。

The purpose of this study is to investigate the relationship between customers' perceived value and customers' satisfaction. In this study, the data of Aromatherapy health consumers are collected by way of non-random sampling method to facilitate questionnaires. The subjects of this research include 300 consumers who have used aromatherapy health-related services. All the test data were processed by SPSS for windows 18.0 statistical software with descriptive statistics and One-Way ANOVA. It turned out that the significance different is α=.05. The conclusions are as follows: 1. Male consumers are supposed to be a significant group in aromatherapy in the future. 2. There is an obvious distinction between different occupations about the thoughts for customers' perceived value. 3. A significantly positive impact are clearly observed on customers' perceived value and customers' satisfaction. 4. Aromatherapy will be a popular trend for health facilitation and health care in the future. Finally, the further studies will combine marketing survey with evaluation analysis in order to promote marketing and value of aromatherapy.

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