本研究的目的欲探討美甲行業之服務品質、知覺價值、顧客滿意度與顧客忠誠度關係之研究。本研究以嘉義地區美甲沙龍消費者為研究對象，並採用非隨機的便利抽樣法的方式進行問卷調查，共發出237份，回收233份，扣除無效問卷15份，有效問卷為218份，有效問卷回收率91.9%。本研究所得結論如下：(1)服務品質對知覺價值及顧客滿意度與顧客忠誠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有顯著正向之影響；(3)顧客滿意度對顧客忠誠度有顯著正向之影響；(4)知覺價值在服務品質與顧客滿意度之間以及服務品質與顧客忠誠度之間均具有部份中介效果；(5)顧客滿意度在服務品質與顧客忠誠度之間以及知覺價值與顧客忠誠度之間均具有部份中介效果。 The purpose of this study is to explore the relationships among Service Quality, Perceived Value, Customer Satisfaction and Customer Loyalty. In this study, consumers for nail salon in Chiayi area is treated as the objective population, and sample data are collected by using non-random convenience sampling method with a total of 237 questionnaires distributed. 233 questionnaires are received, in which 15 questionnaires are invalid such that 218 questionnaires are valid, and the effective response rate is 91.9%. The resulting conclusions of this study are listed as follows: (1) Service Quality has a significant positive impact on Perceived Value, Customer Satisfaction and Customer Loyalty respectively; (2) Perceived Value has a significant positive impact on Customer Satisfaction and Customer Loyalty respectively;(3) Customer Satisfaction has a significant positive impact on Customer Loyalty; (4) Perceived Value has a partial mediation effect on the relationship respectively between Service Quality and Customer Satisfaction, as well as between Service Quality and Customer Loyalty; (5) Customer Satisfaction has a partial mediation effect on the relationship respectively between Service Quality and Customer Loyalty, as well as Perceived Value and Customer Loyalty.
