近年來，美容SPA市場快速成長，單單台灣的美容SPA產值早已經超過250億台幣，每年成長速度約25%，然其市場競爭亦日趨激烈。美容SPA市場的客群，從十幾歲到六十幾歲不等，讓美容SPA館在提供服務時，需要特別注意消費者對於美容SPA的服務品質、知覺價值、顧客滿意度與顧客忠誠度，為本研究之背景與動機。 本研究針對台灣美容SPA市場顧客，探討服務品質、知覺價值、顧客滿意度與顧客忠誠度之關係，經分析過得知以下幾點研究結果與發現：1. 服務品質對顧客滿意度有顯著正向之影響。2. 知覺價值對顧客滿意度與顧客忠誠度皆有正向的影響。3. 顧客滿意度對顧客忠誠度有顯著正向之影響。4. 顧客滿意度在知覺價值與顧客忠誠度上具有部份中介效果。 In recent years, the market of Beauty SPA grew up quickly, which average year growth rate is about 25% and the scale is around 25 billion NTD in Taiwan. However, the Beauty SPA market competes sharply and customers are various. Hence, this study planned to explore the relations about Service Quality, Perceived Value, Customer Satisfaction, and Customer Loyalty. The research results of this study indicated that:1. Service quality significantly affected customer satisfaction.2. Perceived value has a significant positive impact on customer satisfaction and customer loyalty.3. Customer satisfaction significantly affected customer loyalty.4. Perceived value has a significant mediation effect on the relationships between customer satisfaction and customer loyalty.
