南華大學機構典藏系統:Item 987654321/26528
English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 18278/19583 (93%)
造訪人次 : 1460519      線上人數 : 583
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/26528


    題名: 服務品質、體驗行銷與顧客滿意度關係之影響－以台中市美髮沙龍為例
    其他題名: A Study of Relationships Among Service Quality, Experiential Marketing and Customer Satisfaction: The Case of Beauty Salon in Taichung City
    作者: 熊凱婷
    HSIUNG, KAI-TING
    貢獻者: 企業管理學系管理科學碩博士班
    涂瑞德
    TWU, RUEY-DER
    關鍵詞: 體驗行銷;服務品質;顧客滿意度
    Experiencial Marketing;Service Quality;Customer Satisfaction
    日期: 2018
    上傳時間: 2018-12-19 17:19:38 (UTC+8)
    摘要: 　　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.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    106NHU00457013-001.pdf3694KbAdobe PDF383檢視/開啟
    index.html0KbHTML216檢視/開啟


    在NHUIR中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋