台中市美容SPA服務品質與美容師職能能力對顧客知覺價值與行為意向影響之研究

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Title:	台中市美容SPA服務品質與美容師職能能力對顧客知覺價值與行為意向影響之研究
Other Titles:	Research on the Influence of Beauty SPA Service Quality and Beautician Functional Ability on Customer Perceived Value and Behavior Intention in Taichung City
Authors:	王筱喬 WANG, HSIAO-CHIAO
Contributors:	企業管理學系管理科學碩博士班褚麗絹 CHU, LI-CHUAN
Keywords:	服務品質;職能能力;知覺價值;行為意向 Service Quality;Functional Capability;Perceived Value;Behavioral Intention
Date:	2023
Issue Date:	2023-11-13 14:45:00 (UTC+8)
Abstract:	近年來，隨著消費者對於生活品質的要求提高，美容SPA行業在臺灣逐漸壯大。然而，市場競爭激烈，如何提高顧客的知覺價值和維持其忠誠度，成為了業界亟待解決的問題。因此，本研究旨在探討臺中市美容SPA服務品質和美容師職能能力對顧客知覺價值和行為的影響，以提供該行業的經營者和從業人員有關如何改進服務品質、提高美容師職能能力的實用建議，進而提升企業競爭力和顧客滿意度。　　本研究在於探討臺中市美容SPA行業在提高顧客知覺價值和維持其忠誠度方面面臨的問題，並探尋如何提高顧客對於服務品質的認知和滿意度，進而提升美容SPA企業的競爭力。此外，本研究還關注美容師的職能能力對顧客知覺價值和行為的影響，以幫助業界提供更優質的服務和更好的顧客體驗，從而實現業務的增長和品牌的提升。　　本研究在比較不同個人背景變項之下，以服務品質、職能能力、知覺價值、行為意向為研究範圍，並探討其相互之間的關係與影響。本研究研究對象為SPA美容院的顧客群，調查方式是採便利抽樣方式發放問卷給SPA美容院的顧客填答，並以SPSS18統計軟體進行統計分析，對顧客的答案，以論證本研究各構面之論點。　　研究結果顯示1.服務品質對知覺價值有顯著正向之影響；2.職能能力對知覺價值有顯著正向影響；3.知覺價值對行為意向有顯著正向影響；4知覺價值對服務品質與行為意向有部分中介效果；5.知覺價值對職能能力與行為意向有部分中介效果。　　This study compares Under the comparison of different personal background variables, this study takes service quality, functional ability, perceived value, and behavioral intention as the research scope, and explores the relationship and influence among them. The research object of this study is the customer group of SPA beauty salons. The survey method is to distribute questionnaires to the customers of SPA beauty salons by means of convenience sampling, and statistically analyze the answers of the customers with SPSS18 statistical software to demonstrate the various aspects of this study. argument.　　Research results:1. Service quality has a significant positive impact on perceived value; 2. Functional competence has a significant positive impact on perceived value; 3. Perceived value has a significant positive impact on behavioral intention; 4 Perceived value has a significant positive impact on service quality and Behavior intention has partial mediation effect; 5. Perceived value has partial mediation effect on functional ability and behavior intention.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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