在少子化與高齡化的趨勢下，寵物之於現代人已有如家庭成員，重質不重量的寵物飼養觀念與相關服務因此蓬勃發展。然而，值此之際，卻也暴露了優質之狗寵物美容師需求的迫切，與其養成設計的諸事待舉。此外，從消費者角度，對該產業之商家的品牌識別、服務品質之評估的研究，更是付之闕如。其中，關於美容師養成的部分，鑑於認證協會素質的參差不齊、培育及考照標準的良莠不一，勞委會職訓局遂擬積極涉入此一領域。但公、私部門立場與想法的差距，卻致使諸項事宜仍窒礙難行。故本研究彙集日本的作法及國內業界的現況，並參酌職訓局以往所推動之證照的方式，進行比較分析。其後，針對國內與狗寵物美容有關之公、私部門專家，採用半結構式的深度訪談，以便有效地聚焦意見。再者，關於行銷議題與消費者的探討上，則著眼於影響顧客對商家品牌識別與服務品質評估之主要因素的探討，此一部份的重點在量表的發展與探索性因素分析，以求對消費者認知及需求的刻畫。最後，綜合產、官、消費者三方面的訊息，提出研究發現、管理意涵、限制，以提供產、學界參考。

By the trend of fewer children and age wave, to modern people, the pet have been like a family. That raises the concept of quality breeding, further results in vigorousness of relative such as dog pet groom services. However, that also reveals the urgent need to quality employee and the firms should further understand about consumers' evaluation to their brand identification and service quality. In which, regarding human capacity building and developing, considering unevenness and disorder among profession certification associations and fostering standards, the Bureau of Employment and Vocational Training (BEVT) therefore involve in the issue positively. Regretfully, gap existing between public and private sectors in the opinions and positions is obstacle to the attempt success. Accordingly, this study collected the modes of Japan side and situations of Taiwan industry, compiling with the manners of profession certifications set by BEVT before, to approach comparing and analyzing, next, based the semi-structured interviews of talented personnel to focus arguments. In addition, regarding marketing and consumer discussion, this investigation addressed scale development and exploratory factor analyze of brand identification and service quality to characterize these important domains that customer centered on evaluating a pet groom service providers. Finally, summarizing the information coming from industry, government, and consumer, the research findings, management implications, and limitations are offered.