本研究以國內日系品牌S化妝品公司的club會員為研究對象，主要在探討「服務品質」、「關係品質」對於「顧客忠誠度」的影響，並觀察在「服務品質」與「顧客忠誠度」之間，「關係品質」是否具有中介效果的存在。研究結果顯示，化妝品專櫃人員的「服務品質」優劣，將影響顧客與往來專櫃人員之間的「關係品質」；其次，化妝品專櫃人員與顧客之間的「關係品質」好壞，將影響顧客的「顧客忠誠度」；最後，在「服務品質」與「顧客忠誠度」之間，「關係品質」僅具有部份的中介效果。根據上述結果，本文提出三項建議：首先，本研究認為專櫃化妝品經營仍應回歸「顧客導向」，思考如何提供令顧客滿意的「服務品質」與「關係品質」，以進而強化「顧客忠誠度」；其次，建議需因目標顧客的不同，進而調整關係品質的建立方法；最後，企業更應透過持續的員工教育訓練，方能提升服務品質。 This study is for the impact of service quality and relationship quality. It also studies whether relationship quality is a mediator between service quality and customers’ loyalty. Three conclusions are derived. First, service quality provided by the cosmetics counters is essential to the relationship quality between customers and beauty consultants. Second, the relationship quality between customers and beauty consultants is essential to the customers’ loyalty. Third, relationship quality is a partial mediator between service quality and customers’ loyalty. We have three recommendations for the enterprises. First, the management of the cosmetics sales should be customer-oriented. The enterprises should provide satisfactory service quality and relationship quality in order to enhance its customers’ loyalty. Second, the relationship quality should be varied for different target customers. Third, the enterprises should provide continuous employee education training to enhance service quality.
