專業能力、知覺價值、服務態度與口碑之關係

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/28335

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題名:	專業能力、知覺價值、服務態度與口碑之關係
其他題名:	Relationships among Professional Competence, Perceived Value, Sevrvice Attitude and Word of Mouth
作者:	趙賜民 ZHO, CI-MIN
貢獻者:	企業管理學系管理科學碩博士班郭東昇 KUO, TUNG-SHENG
關鍵詞:	專業能力;知覺價值;服務態度;口碑之關係 Professional Competence;Perceived Value;Service Attitude;Word of Mouth
日期:	2020
上傳時間:	2022-05-17 14:41:18 (UTC+8)
摘要:	在美髮業之消費者對美髮設計師的專業能力、服務品質的要求逐漸提高，也必需在專業知識及服務態度方面持續的提升與改善，來因應顧客消費的需求。必須瞭解顧客的實際感受確保在市場上之競爭力，進而逹到正向口碑傳遞及增加顧客的忠誠度。　　本研究採量化方式進行資料分析，以美髮業之專業能力、知覺價值、服務態度、口碑為研究主題進行問巻之調查，並以台灣中部地區美髮沙龍消費者為主要研究之對象，透過網路進行問卷調查，共回收260份問卷。回收之問卷以信度分析、敍述統計分析、因素分析與迴歸等統計方法進行分析。研究結果顯示專業能力、知覺價值和服務態度對口碑有顯著的正向之影響。研究結果顯示，在差異性分析方面，不同性別之顧客在知覺價值、口碑有顯著差異；不同年齡的顧客無顯著差異；在婚姻狀況之顧客無顯著差異；在不同職業之看顧客在專業能力、知覺價值、口碑有顯著差異；不同教育程度消費者在知覺價值有顯著差異；在每月所得之顧客無顯著差異；在設計師選擇性之顧客在專業能力、服務態度、口碑有顯著差異。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。　　Consumers in the hairdressing industry are increasingly demanding the professional competence and service quality of hairdressers. It is also necessary to continuously improve and improve the professional knowledge and service attitude to meet the needs of consumers. Hairdressers must understand the customers' actual feelings to ensure competitive strength in the market, hence achieving positive word-of-mouth communication and increasing customer loyalty. 　　This study uses quantitative methods for data analysis, with professional competence, perceived value, service attitude and word-of-mouth of the hairdressing industry as the research topic to conduct a questionnaire survey. The main subject of this study are the consumers of hair salons in central Taiwan. By conducting questionnaire survey through the internet, a total of 260 questionnaires are collected. The collected questionnaires were then analyzed using statistical analysis techniques such as reliability analysis, descriptive statistics analysis, factor analysis and regression. The results show that professional competence, perceived value and service attitude have a significant positive impact on word-of-mouth. The research results show that, in terms of differential analysis, customers of different genders have significant differences in perceived value and word-of-mouth; there are no significant differences between customers of different ages nor of marital status; customers of different occupations have significant differences in professional competence, perceived value and word-of-mouth; consumers of different educational levels have significant differences in perceived value; there are no significant differences in customers of different monthly salary; customers who are selective in hairdressers have significant differences in professional competence, service attitude and word-of-mouth. This study concludes with a discussion of management implications based on the conclusion of the study, and thus making suggestions to relevant industry.
顯示於類別:	[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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