本研究的目的欲探討美髮沙龍消費者對於美髮服務知覺品質、口碑、顧客滿意度及再購意願關係之研究。本研究以雲林地區美髮據點之消費者為研究對象，並採用非隨機的便利抽樣法的方式進行問卷調查，共發出300份，回收274份，扣除無效問卷23份，有效問卷為251份，有效問卷回收率91.61%。 本研究所得結論如下：1. 知覺品質對顧客滿意度與再購意願有顯著正向之影響。2. 口碑對顧客滿意度與再購意願有顯著正向之影響。3. 顧客滿意度對再購意願有顯著正向之影響。4. 顧客滿意度在知覺品質與再購意願間具有部分中介效果。5. 顧客滿意度在口碑與再購意願間具有部分中介效果。 The purpose of this study is to explore the relationship between consumers' perceived quality of perceived quality, word-of-mouth, customer satisfaction and repurchase intention toward service provided in hairdressing salon. By utilizing a non-random sampling method, a questionnaire survey of consumers about hairdressing service in Yunlin area was conducted. A total of 300 respondents surveys were collected, 274 were recovered, 23 were invalid and 201 valid questionnaires, in which the effective questionnaire recovery rate was 91.61%. The resulting conclusions of this study are listed as follows: 1. Perceived quality has a significant positive impact on customer satisfaction and repurchase intention respectively.2. Word-of-mouth has a significant positive impact on customer satisfaction and repurchase intention respectively.3. Customer satisfaction has a significant positive impact on repurchase intention.4. Customer satisfaction preserves partial mediation effect between perceived quality and repurchase intention.5. Customer satisfaction preserves partial mediation effect between word-of-mouth and repurchase intention.
