台灣的美容產業持續蓬勃發展，但競爭卻非常激烈。面對如此競爭之現況，美容沙龍的經營者除了注重員工的專業知識與技能外，也必須瞭解顧客的需求及感受，以隨時修正經營模式。本研究因此透過問卷調查法，以彰化地區美容沙龍消費者為研究對象。並以Google問卷，透過Line進行蒐集，共計回收有效問卷342份。回收之問卷以描述性統計、獨立樣本t 檢定、單因子變異數分析和迴歸與路徑分析等統計方法進行分析，以瞭解顧客消費過程中之體驗行銷、關係品質與消費情境等之看法。 研究結果顯示，在差異分析方面，顧客對關係品質的看法，會因為不同的婚姻狀況而有所不同。另外，顧客對關係品質與消費情境的看法，也會因為不同的最近購買日而有所差異；其它變項及個人屬性變項則均無顯著差異。再者，在迴歸分析方面，體驗行銷與關係品質對消費情境具正向顯著影響；而體驗行銷亦對關係品質具有顯著正向影響。本研究最後依研究結論進行管理意涵之討論，並對未來研究方向提出建議。 Taiwan's beauty industry is booming, but the competition is very intense. Facing the current situation of competition, beauty salon owners not only have to focus on the professionalism and skills of the staff, they have to understand the needs and feelings of their customers in order to modify their business practice anytime. This study focuses on the consumers of beauty salons in Changhua. A total of 342 questionnaires were given out via Line and Facebook. The questionnaires were then analyzed by using descriptive statistics, independent sample T test, one-way analysis of variance, regression analysis etc. in order to understand the view of experiential marketing, relationship quality and consumption situation during the process of customer consumption. Research shows that, in terms of variance analysis, the relationship quality of the consumer will vary depending on the marital status. Customer view on relationship quality and consumption situation will also vary due to different purchase dates while other variables and individual attribute variable have no difference. Furthermore, in terms of regression analysis, experiential marketing and relationship quality have a significant positive impact on the consumer situation. Experience marketing also has a significant positive impact on relationship quality. This study concludes with a discussion of management implications, and gives suggestions for future research.
