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| 題名: | 環境氛圍、專業能力、顧客關係管理與口碑之關聯性研究：以美容SPA個人工作室為例 |
| 其他題名: | The Study of Environmental Atmosphere, Professional Competence, Customer Relationship Management and Word-of-Mouth: An Example of Beauty SPA Studio |
| 作者: | 成慧敏
CHENG, HUI-MIN |
| 貢獻者: | 企業管理學系管理科學碩博士班
郭東昇
KUO, TUNG-SHENG |
| 關鍵詞: | 環境氛圍;專業能力;顧客關係管理;口碑
Environmental Atmosphere;Professional Competence;Customer Relationship Management;Word-of-Mouth |
| 日期: | 2022 |
| 上傳時間: | 2022-08-31 09:37:08 (UTC+8) |
| 摘要: | 臺灣美容SPA業競爭日益激烈，個人工作室之市場也達到了一定程度的飽和度，在微型服務業運營艱難的基礎下，本研究以環境氛圍、專業能力、顧客關係管理、與口碑等變項來探討美容SPA個人工作室的影響。 本研究的目的欲探討美容SPA個人工作室的環境氛圍、專業能力、顧客關係管理與口碑之關係。本研究以臺中市美容SPA個人工作室之服務顧客為研究對象，並採用非隨機網絡問卷調查的便利抽樣法的方式進行問卷調查，共發出277份，回收277份，有效問卷回收率100%。 研究所得結論如下：(1)不同背景變項的顧客對環境氛圍、專業能力、顧客關係管理、口碑之看法有顯著差異； (2) 美容SPA個人工作室的環境氛圍、專業能力、顧客關係管理三個變項對口碑有顯著影響。美容SPA工作室的從業人員可依本研究結果，將環境氛圍、專業能力作為顧客開發的行銷規劃，經營良好的顧客關係管理，以提高顧客的口碑，讓顧客更樂意上門消費、轉介新客並接受服務。
Taiwan's beauty SPA industry is increasingly competitive, and the market for individual studios has reached a certain saturation, under the foundation of the difficult pace of the service industry, this study explores the influence of beauty SPA individual studios with changes such as environmental atmosphere, professional ability, customer relationship management, and word of mouth. The purpose of this study is to explore the research on the relationship between environmental atmosphere, professional ability, customer relationship management and word-of-mouth in beauty SPA individual studios, taking the customers served by Taichung Beauty SPA Individual Studio as the research object, and using the convenient sampling method of non-random network questionnaire surveys to conduct questionnaire surveys, a total of 277 copies were issued, 277 copies were recovered, and the effective questionnaire recovery rate was 100%. The conclusions of the study are as follows: (1) There is no significant difference in the four aspects of environmental atmosphere, professional ability, customer relationship management and word of mouth among customers with different backgrounds; (2) The four aspects of environmental atmosphere, professional ability, customer relationship management, and word of mouth have a significant impact. According to the results of this study, the practitioners of beauty SPA studios can take the environmental atmosphere and professional ability as the marketing plan for customer development, operate good customer relationship management, improve customer reputation, and make customers more willing to go to the door to consume, introduce new customers and accept services. |
| 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
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