美髮業服務品質對顧客滿意度與忠誠度之影響

Effects of Service Qualityon Customer Satisfaction and Loyalty in Hairdressing Industries

汪秋慧

美髮業 ； 技術性服務品質 ； 顧客滿意度 ； 顧客忠誠度 ； hairdressing industry ； technical service quality ； customer satisfaction ； customer loyalty

嶺東科技大學流行設計系碩士班學位論文

2015年

碩士

陳高生

繁體中文

摘要 美髮業的經營主要來自於技術性服務，第一線的服務人員在傳遞服務及提供技術性服務的過程中扮演著相當吃重的角色，服務品質與技術性服務提供者有著密不可分的關係。因此美髮設計師的專業、態度及表現形象、溝通資料……等等，皆會影響顧客的滿意度及忠誠度。因此，如何提供最佳的服務品質以創造顧客滿意度與忠誠度，是提升企業獲利的關鍵因素。本研究探討美髮業服務品質、顧客滿意度對顧客忠誠度的影響，與服務品質、顧客滿意度在顧客忠誠度之間是否扮演關鍵的中介變數角色，亦同時探討顧客對於設計師的忠誠度如何轉移至店家，以防止舊有顧客的流失並提高顧客的穩定度。研究結果發現： 1.消費者對美髮業服務品質、顧客滿意度對顧客忠誠度的認知皆有顯著關 介於普通到非常同意之間，在認同程度上接近同意。 2.技術性服務品質、顧客滿意度與顧客忠誠度三者間皆具正向影響，且顧客滿意度為服務品質的中介變項。 3.顧客對設計師的忠誠度轉移至店家的重要因素為，店内的服務品質與設計師的專業技術均須達到均質化的要求，且發現消費金額為中等價位。

ABSTRACT Hairdressing income mainly comes from the technical service. Customer service personnel offer technical service is important. Service quality and technical service provider has a close relationship. Therefore, hair designer's professional, attitude, image and so on, that all will affect customer satisfaction and loyalty. How to provide the best quality of service to create customer satisfaction and loyalty is a key factor in increasing corporate profits. This study aims to investigate the relationship among service quality, customer satisfaction and loyalty. Service quality was the independent variables, and customer loyalty was dependent variables, and customer satisfaction as mediator for this study. We discussed customer loyalty for designers of how to transfer to the store, in order to prevent the loss of old customers and increase the stability of the customer in the same time.The research results shows as follows: 1. Hairdressing industry technical service quality, customer satisfaction and loyalty have significant correlation. Customers agreed level close to agree. 2. There would be a significant positive influence of technical service quality on customer satisfaction and loyalty. Customer satisfaction was mediator between service quality and customer loyalty for this study. 3. The elements that customer loyalty is transferred to the designer stores, that is in-store service quality and designer expertise required to achieve homogenization of requirements, and found that the amount of consumption is moderately priced.

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