芳香療法屬於美學產業一個服務項目，因社會需求性高，在台灣非常盛行，但同業間競爭也非常激烈，創新行為為服務行銷內容增添獨家新意，顧客在知覺價值上的認知與改觀，與企業間關係的維持會變得穩定長久。本研究以知覺價值、創新行為及關係品質為研究範圍，並探討其相互之間的關係與影響。本研究之研究對象為芳香療法的顧客群，調查方式是採便利抽樣方式發放問卷給芳香療法的顧客填答，並對顧客的答案以SPSS18統計軟體進行統計分析，以論證本研究各構面之論點。 研究結果發現：知覺價值對創新行為有顯著正向之影響；創新行為對關係品質有顯著正向之影響；知覺價值對關係品質有顯著正向影響。 Aromatherapy belongs to a service project of the aesthetic industry. Due to the high demand of society, it is very popular in Taiwan, but the competition among the industry is also very fierce. The innovative behavior adds exclusive new ideas to the service marketing content, and the customer's perception and improvement in perceptual value, and the enterprise. The maintenance of the relationship will become stable for a long time. This study takes the perceptual value, innovative behavior and relationship quality as the research scope, and explores their relationship and influence. The research object is the customer group of aromatherapy. The survey method is to use the convenient sampling method to issue the questionnaire to the customers of the aromatherapy, and to analyze the customer's answers with the SPSS18 statistical software to demonstrate the arguments of the various aspects of the study. The results show that perceptual value has a significant positive impact on innovation behavior; innovation behavior has a significant positive impact on relationship quality; perception value has a significant positive impact on relationship quality.
