台灣是美髮業發展極為成熟且發達的市場，美髮沙龍整體可分為連鎖，大型獨立、中型、小型和個人工作室等五種型態，本研究以台中市南屯區美髮沙龍顧客為研究對象，並採用非隨機的便利抽樣法方式進行問卷調查，發放500份問卷，扣除無效問卷43份，共回收有效問卷457 份。回收之資料以描述性統計、獨立樣本 t 檢定和單因子變異數分析等統計方法進行分析。研究結果如下：不同的背景變項在對美髮沙龍體驗行銷、專業能力、顧客滿意度上無顯著性差異。體驗行銷對專業能力有顯著性影響。體驗行銷對顧客滿意度有顯著性影響。專業能力對顧客滿意度有顯著性影響。專業能力在體驗行銷與顧客滿意度之間具有部分中介效果。透過研究讓業者了解顧客的需求、強化專業能力，提昇市場上的競爭力、與更高的服務消費品質。 Taiwan is a market with a very mature and developed hairdressing industry. The hair salon can be divided into five types: chain, large independent, medium, small and individual studios. This study is based on the hair salon customers in Nanxun District, Taichung City. Questionnaire survey was conducted by means of non-random convenience sampling method, 500 questionnaires were distributed, 43 invalid questionnaires were deducted, and 457 valid questionnaires were collected. The recovered data were analyzed by statistical methods such as descriptive statistics, independent sample t-test and single-factor variance analysis. The results of the study are as follows: Different background variables have no significant difference in experience marketing, professional ability, and customer satisfaction in the hair salon. Experience marketing has a significant impact on professional competence. Experience marketing has a significant impact on customer satisfaction. Professional competence has a significant impact on customer satisfaction. Professional competence has a partial intermediary effect between experience marketing and customer satisfaction. Through research, the industry is able to understand the needs of customers, strengthen professional capabilities, and enhance the competitiveness of the market and the quality of service consumption.
