美髮業服務品質、員工績效與消費價格因素之探討－以台中美髮業為例

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Title:	美髮業服務品質、員工績效與消費價格因素之探討－以台中美髮業為例
Other Titles:	The Discussion of Service Quality, Employee Performance and Factors of Consumption and Price in Hairdressing Business: An Example of Taichung City
Authors:	廖佳盈 Liao, Jia-Jin
Contributors:	企業管理學系管理科學碩博士班郭東昇 TungSheng Kuo
Keywords:	美髮業;消費價值;員工績效;服務品質 Hairdressing Business;Employee Performance;Service Quality
Date:	2015
Issue Date:	2015-08-26 14:15:44 (UTC+8)
Abstract:	美髮業本是服務業之一，以「人」的服務，靠著「口碑相傳」創造營收。但每個服務人員每一次對消費者的服務，其心態上能以每一秒是以最高規格、真心誠意服務每一位消費者，才能讓顧客體會「用心以客為尊」的服務。高規格享受店內帶來的氣氛也是非常重要的消費要素，嚴格的說，美髮專業服務裡的附加價值被消費的重要選項之一。　　本研究將探討的是消費者對美髮店家及第一線專業人員的服務是否能滿足消費者的需求及期望，分析出店家服務品質問題，專業技術的重要性以及是否因消費價格而影響顧客消費意願。探討出問題及解決方式有效的留住顧客，減少不必要的開銷，增加利潤達到永續經營的目的。　　本研究目地在了解美髮沙龍的店家服務品質、員工績效、消費價格因素等構面問題。研究以問卷調查方式，在台灣中部地區的美髮沙龍店為研究對象，發放問卷330份回收329份，有效問卷329份，問卷回收率99％，並以SPSS及IPA為統計分析工具，並針對有效樣本資料進行信度分析。本研究發現:(1)填答者對美髮店重視度及滿意度三大因素為「服務品質」、「員工績效」、「消費價值」各因素之間均存在顯著性相關(2)不同人口統計變項消費者，對店家服務品質重視程度上具有顯著差異(3)不同人口統計變項消費者，其於店家服務品質事後體驗具有顯著性差異(4)透過IPA之分析結果，可得知「保留原狀」、「立即改善」及「重視」各象限中的變項，提供經營者以最少金額投資到正確的地方，有效提升顧客滿意度。　　而本研究從服務品質、員工績效、消費價格因素三個構面延伸研究問題。根據文獻及問卷調查方式，以台中市的美髮店的消費族群為研究對象，發放問卷330份回收329份，問卷回收率99％，並以SPSS及IPA為統計分析工具，透過 IPA 四個象限結果，瞭解顧客對於所提供之服務品質屬性情形，從而改善補足，進而提升顧客的滿意度並針對樣本資料進行內容效度、信度分析。　　As an industry in the service sector, the hair salon industry creates revenues through providing “human” services and getting word-of-mouth recommendations. However, customers can only feel “genuine and customer-centric services” when each customer service representative has the mindset of striving to provide the best and heartfelt services at every single moment of each service. Meanwhile, enjoying the high-class atmosphere of a hair salon is also an important element of customers’ purchase decisions. Strictly speaking, professional hair salon services’ added value is an important element which customers spend money on.　　This study is set to investigate whether hair salons and front-line professionals’ services are able to meet customers’ needs and expectations, analyze hair salons’ quality of services, the importance of professional techniques, and whether customers’ willingness to spend money is affected by service charges, find out problems and solutions to problems so as to effectively retain existing customers, cut back on unnecessary expenses, increase business profit, and achieve the goal of business perpetual operation.　　This study aims to investigate issues in relation to hair salons’ quality of services, employee performance, and service charges. Employing the questionnaire survey method, this study chose hair salons in Central Taiwan as objects of study and handed out a total of 350 questionnaire copies. 329 out of the 330 distributed questionnaire copies were returned, making a 99% questionnaire return rate. Further, SPSS and IPA were used as instruments to perform statistical analysis and analyze sample data’s reliability and validity.　　As indicated by research findings, (1) “quality of services”, “employee performance” and “customer value” are the three main factors in relation to the level of importance that questionnaire respondents attach to hair salons and the level of questionnaire respondents’ satisfaction, and there is a significant correlation between each of these three factors. (2) Customers with different demographic variables demonstrate significant difference in the level of importance that they attach to the quality of hair salon services. (3) Customers with different demographic variables demonstrate significant difference in hair salons’ quality of services and post hoc experience. (4) According to results of IPA analysis, variables in the quadrants “keeping the status quo”, “making immediate improvements” and “attaching importance to” enable businesses to invest in right places with minimum capital and effectively improve customer satisfaction.　　With research problems which expend from the three aspects including quality of services, employee performance and service charges, this study employed literature review and the questionnaire survey method, chose customers of hair salons in Taichung City as objects of study, handed out a total of 330 questionnaire copies, collected 329 out of the 330 distributed questionnaire copies, made a 99% questionnaire return rate, and used SPSS and IPA as instruments to perform statistical analysis, gain an insight into attributes of the quality of services provided by customers from results of using IPA to analyze the four quadrants so as to improve customer satisfaction and analyze sample data’s content reliability and validity.
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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