台灣美容市場競爭激烈，顧客的認同來自於消費時的體驗，間接影響顧客的滿意程度及顧客忠誠度，如何在美容市場維持競爭優勢了解顧客的消費意願，本研究以唐美粧美妍SPA館消費者為研究對象，採用網路問卷發放250份，回收210份有效問卷。 根據本研究分析驗證五覺感官體驗對顧客滿意度有正向影響，五覺感官體驗與顧客忠誠度有正向影響，顧客滿意度對顧客忠誠度有正向影響，藉以提升五覺感官體驗滿足顧客需求，期能提供美容SPA產業經營的參考。 Currently, beauty market in Taiwan is fiercely competitive. Customer recognition comes from the experience of consumption, which indirectly affects customer's satisfaction and loyalty. How to maintain competitive advantage in the beauty market lies in understanding customers' willingness to consume. This study takes consumers of TANG, MEI-CHUANG SPA as the research object. 250 questionnaires were distributed online and 210 valid questionnaires were received. The research analyses verify that the five senses experience has a positive effect on customer satisfaction. In terms of customer satisfaction, it has a positive effect on customer loyalty. Enhancing the five sense experience to meet customers needs can provide business reference for TANG, MEI-CHUANG SPA.
