本研究的目的欲探討美容SPA消費者之服務品質、顧客滿意度與顧客忠誠度關係之研究。本研究以美容SPA消費者為研究對象，並採用非隨機的便利抽樣法的方式進行問卷調查，共發出250份，回收230份，扣除無效問卷16份，有效問卷為214份，有效問卷回收率85.6%。 本研究針對台灣美容SPA市場顧客，探討服務品質、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與顧客忠誠度有顯著正向之影響。2.顧客滿意度對顧客忠誠度有顯著正向之影響。3.顧客滿意度在服務品質與顧客忠誠度之間具有部分中介效果。 The purpose of this study is to explore the relationships among service quality, customer satisfaction and customer loyalty. In this study, data of Customer of Beauty SPA are collected by way of non-random sampling method to facilitate questionnaires, with a total of 250 questionnaires distributed. 230 questionnaires are received, in which 16 questionnaires are invalid such that 214 questionnaires are valid, and the effective response rate is 85.6%. Hence, this study planned to explore the relations about Service Quality, Customer Satisfaction, and Customer Loyalty. The resulting conclusions of this study are listed as follows:1.Service quality has a significant positive impact on customer satisfaction and customer loyalty respectively.2.Customer satisfaction has a significant positive impact on customer loyalty.3.Customer satisfaction preserves partial mediation effect between service quality and customer loyalty.
