美容沙龍業是深具市場經濟的產業，隨著消費者意識的抬頭，美容沙龍也不斷提升其服務品質來因應。為了要保持穩定客源，業者必須瞭解顧客的實際需求與感受，以確保在市場上之競爭力。本研究以台灣中部地區美容沙龍消費者為研究對象，透過網路進行問卷調查，共回收302份問卷。回收之問卷以獨立樣本t檢定、單因子變異數分析、迴歸分析及路徑分析等統計方法進行分析，以瞭解顧客消費過程中之關係行銷、關係品質與知覺價值等方面之看法。 研究結果顯示，在差異性分析方面，消費者之知覺價值會因為不同的婚姻狀況而有所不同，其它變項及個人屬性變項則均無差異。在迴歸分析方面，關係行銷與關係品質對知覺價值具正向顯著影響；而關係行銷亦對關係品質具有正向顯著影響。本研究最後依研究結論進行管理意涵之討論，並對相關業者提出建言。 The beauty salon industry is an industry that held an important role in the market economy. Beauty salons will have to improve the quality of their service due to the rise of consumers' awareness. In order to maintain their customer source, the industry must understand the actual needs and feelings of customers to ensure that the competitiveness of the market. In this study the consumers of beauty salons in the central area of Taiwan are focused, a total of 302 questionnaires were collected through a web survey. The questionnaires were then analyzed using Independent-Sample T test, one-way analysis of variance, regression analysis, path analysis etc. in order to understand the view of relationship marketing, relationship quality and perceived value in the process of customer consumption. Research shows that, in terms of variance analysis, the perceived value of the consumer will vary depending on the marital status while other variables and personal attribute variables have no difference. In terms of regression analysis, both relationship marketing and relationship quality have a significant effect on perceived value, and relationship marketing has a positive effect on relationship quality. This study concludes with a discussion of management implications, and gives advice to the industry concerned.
