本研究透過問卷調查實證分析來探討美容消費者其口碑、服務創新、顧客滿意度與顧客忠誠度間之關聯性，再進一步探討消費者個人背景對口碑、服務創新、顧客滿意度與顧客忠誠度間之差異性分析。本研究採取Google網路問卷方式進行研究樣本的收集，共取得有效問卷163份，並採用SPSS18進行統計分析，其分析方法有敘述性統計分析、因素分析與信度分析、獨立樣本t檢定及單因子變異數分析以及迴歸分析。依實證結果，得以下結論(1)口碑對顧客滿意度具有正向的影響；(2)服務創新對顧客滿意度具有正向的影響；(3)顧客滿意度對顧客忠誠度具有正向的影響；(4)服務創新、口碑及顧客滿意度同時對顧客忠誠度進行迴歸分析，服務創新的解釋力將不具顯著性；(5)個人背景變項對口碑、服務創新、顧客滿意度及顧客忠誠度產生部分差異性影響。 This study explores the relationship among word-of-mouth, service innovation, customer satisfaction and customer loyalty through questionnaire survey, and we further explored whether the demographic variables of the respondents made significant differences in the responses to the study variables.. In this study, a total of 163 valid questionnaires were obtained by Google, and SPSS18 was used for statistical analysis which includes the descriptive statistical analysis, factor analysis, reliability analysis, t-test, ANOVA and regression analysis. According to the empirical results, the following conclusions are obtained: (1) word-of-mouth has a positive impact on customer satisfaction; (2) Service innovation has a positive impact on customer satisfaction; (3) Customer satisfaction has a positive impact on customer loyalty; (4) When considering the effects of word of mouth, service innovation and customer satisfaction on customer loyalty through multiple regression analysis, the effect of service innovation becomes insignificant; (5) Demographic variables will produce significant differences in responses to study variables.
