台灣的美髮產業從盛到衰，幾經波折，能在這樣不景氣的大環境下生存下來的美髮沙龍很少。本研究因此透過對台中市美髮沙龍的顧客群以發放問卷的調查方式，探討服務品質、體驗行銷與顧客滿意度之關係，用以幫助美髮業修正、改變經營策略，找到最適當的經營模式，使營運報酬率提高。 本研究的研究對象是台中市美髮沙龍的顧客，藉由問卷調查法，採隨機發放問卷，共發放200份問卷，扣除無效問卷0份，有效問卷200份，有效問卷回收率100%。研究結果顯示：（1）體驗行銷對於服務品質有顯著正向影響；（2）服務品質對於顧客滿意度有顯著正向影響；（3）體驗行銷對於顧客滿意度有顯著正向影響。 本研究最後依據研究結論對美髮業經營意涵進行討論，並對美髮業經營者、未來研究者、未來研究方向提出建議。 Hairdressing industry in Taiwan has declines and prosperity, After several twists and turns. Hair salons can survived in this downturn condition are very few and luky. Therefore, this research examines the customers of Taichung City's hair salons and uses questionnaire to investigate relationships among service quality, experiencaial marketing and customer satisfaction of beauty salions. This research aims to help the hairdressing industry to develop and change business strategies and innovate business models that will increase profitability and satistification. This research focuses on studying customers of Taichung City's hair salon. By using survey, 200 questionnaire were distributed and 200 effective questionnaire were collected, and the effective questionnaire returns-ratio is 100%. Preliminary findings showed that showed that: (1)experiencial marketing is significantly positive related to service quality, (2)service quality is significantly positive related to customer satisfaction, and(3)expericial marketing is significantly positive related to customer satisfaction. This study is based on the conclusion of the research. Discusses the management and management implications of the hairdressing industry for hairdressing industry operators. in addition, she proposed suggestions for hairdressing industry operators, future research, and future research directions.
