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題名:美容師職能對消費者再購意願之影響--以顧客滿意度與人際信任為中介變項
書刊名:中科大學報
作者:周素娥 引用關係廖碧玲
作者(外文):Joe, Sue S. E.Liao, Biling
出版日期:2019
卷期:6:1
頁次:頁47-66
主題關鍵詞:美容師職能顧客滿意度人際信任消費者再購意願Beautician professional competenciesCustomer satisfactionInterpersonal trustConsumer repurchase willingness
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:7
  • 點閱點閱:5
隨生活品質提高,國人對美妝產品觀念已由奢侈品轉為民生必需品,願意投資更多時間與金錢讓自己更美麗。美容師薪資來源包含本薪及抽成,故只要銷售業績佳,即可獲較高薪資。此不僅關係個人收入,亦攸關美容企業之經營績效。美容師提供消費者直接接觸服務,互動過程中建立人際信任,提升顧客滿意度,引發消費者再購意願。有鑑於開發新顧客成本,比維持舊顧客成本要高,如何提升美容師專業能力及顧客再購意願,是業者當前面對的重要課題。過去研究著重美容師服務態度及其與顧客滿意度間之討論,然對雙方人際信任與消費者再購意願間之探索卻十分有限。本研究以質性訪談發展研究工具,創建美容師職能構面,再將310份有效回收問卷進行量化分析。結果發現,美容師職能之「知識」與「技能」是提升消費者再購意願的重要因素;美容師的服務「態度」可增加顧客滿意度。顧客滿意度與人際信任對消費者再購意願雖皆有正向影響,唯「人際信任」對再購意願之影響大於「顧客滿意度」。因此,提升美容師之知識與技能,以增加消費者對美容師人際信任,是業者顯著提升消費者再購意願的經營策略。
As living standards soar, skin care products are more often considered as necessity rather than luxury goods. The core of beauty industry is service, which is carried on a face-to-face basis with a beautician and a client and involves physical contact. A beautician is not only a service provider but a sales representative, who provides services to customers using his or her skills to satisfy customers and win their trust for repurchases. Previous studies discussed the skills of beauticians, while the content of beautician competencies and the interpersonal relationships between beauticians and customers have not deserved enough attention. This study adopts both qualitative and quantitative approaches. The former features interviewed with experts from the industry to build a set of professional competencies for a beautician. The latter was conducted on the basis of convenience sampling, with 310 valid questionnaires collected. The study results show that knowledge and skill are two important competencies to consumer repurchase willingness while attitude has direct effect on customer satisfaction. Besides, the impact of interpersonal trust on repurchase willingness is significantly higher than that of customer satisfaction. Interpersonal trust is an indispensable factor between a consumer and a beautician, making it the key to repurchase.
期刊論文
1.林南宏、何幸庭(20090900)。顧客價值與顧客關係管理績效之研究:來自臺灣銀行業的顧客觀點。顧客滿意學刊,5(2),1-36。new window  延伸查詢new window
2.趙海倫、王泰元、林建宏(20150600)。探討醫學美容消費行為意圖之相關因素--以南部地區醫學美容機構為例。美容科技學刊,12(1),67-90。  延伸查詢new window
3.Parry, Scott B.(1998)。Just what is a competency? (And why should you care?)。Training,35(6),58-64。  new window
4.Chang, M. K.、Cheung, W.、Tang, M.(2013)。Building trust online: Interactions among trust building mechanisms。Information & Management,50(7),439-445。  new window
5.Han, H.、Hyun, S. S.(2015)。Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness。Tourism Management,46(1),20-29。  new window
6.Oliver, Richard L.(1981)。Measurement & Evaluation of Satisfaction Process in Retail Setting。Journal of Retailing,57(3),25-48。  new window
7.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing,54(3),68-81。  new window
8.詹慧珊、朱惠英、蔡宜萱、林容慧(20171200)。美容企業之服務品質與顧客滿意度探討。美容科技學刊,14(2),41-58。  延伸查詢new window
9.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing,56(1),6-21。  new window
10.王昭雄、高健中(20160100)。直銷顧客信任與購買意願之研究--系統信任之調節效果。樹德科技大學學報,18(1),15-28。new window  延伸查詢new window
11.陳幼珍、林騰蛟(20170300)。建構技職教育髮型設計師職能導向課程之研究。技術及職業教育學報,7(2),35-59。  延伸查詢new window
12.黃靖文、方翌(20140600)。組織內人際信任與創造力關係之研究:雙元學習之中介效果。創新與管理,11(1),75-107。new window  延伸查詢new window
13.Baron, Reuben M.、Kenny, David A.(1986)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology,51(6),1173-1182。  new window
會議論文
1.廖述賢、鐘鈺鈞、蕭婉玲(2009)。顧客價值、顧客滿意度、口碑與再購意願之關聯性研究。2009台灣科技大學管理新思維學術研討會,臺灣科技大學 。  延伸查詢new window
2.陳券彪、許碧月(2017)。美容美體業顧客滿意服務模式之研究。2017企業文化暨商業發展學術研討會。  延伸查詢new window
研究報告
1.經濟部統計處(2019)。產業經濟統計簡訊。  延伸查詢new window
2.行政院主計總處(2017)。營利事業家數及銷售額(第7次修訂)。  延伸查詢new window
學位論文
1.徐女琇(1996)。美容從業人員專業能力之研究(碩士論文)。文化大學。  延伸查詢new window
2.王新怡(2003)。家長式領導、信任與員工效能(碩士論文)。國立中山大學。  延伸查詢new window
3.張晉鑾(2011)。探討美容業之感官行銷與美容師推銷行為對顧客滿意度之影響(碩士論文)。淡江大學。  延伸查詢new window
4.陳冠廷(2010)。高雄縣市美容護膚SPA服務接觸與顧客滿意度關係之研究(碩士論文)。國立高雄師範大學。  延伸查詢new window
5.鍾季芳(2010)。消費者對醫學美容與傳統美容在認知與需求差異之研究--以高雄縣市為例(碩士論文)。樹德科技大學。  延伸查詢new window
6.吳茵如(2016)。實虛整合翻轉學習在時尚美容廠商的價值創新(碩士論文)。實踐大學。  延伸查詢new window
7.周家宇(2015)。台灣美容產業競爭分析(碩士論文)。環球科技大學。  延伸查詢new window
8.高健中(2017)。品質、知覺價值對顧客滿意、信任與再購意願之研究--人壽保險產業實證分析(碩士論文)。樹德科技大學。  延伸查詢new window
9.許沛宜(2015)。應用PZB服務品質模式衡量顧客認知缺口--以大台中區SPA業為例(碩士論文)。嶺東科技大學。  延伸查詢new window
10.曾美華(2014)。銀行業之消費者人格特質、人際信任、顧客滿意度與再購意願關係之研究(碩士論文)。樹德科技大學。  延伸查詢new window
11.游苡楨(2016)。美容師人格特質對消費者滿意度與忠誠度之影響(碩士論文)。國立臺北商業大學。  延伸查詢new window
圖書
1.曾光華(2009)。服務業行銷與管理:品質提升與價值創造。前程文化。  延伸查詢new window
2.行政院主計總處(2016)。中華民國行業標準分類。行政院主計總處。  延伸查詢new window
3.Peppers, Don、Rogers, Martha(1993)。The one to one future: Building relationships one customer at a time。New York, NY:Doubleday。  new window
4.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey:Prentice Hall。  new window
5.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
其他
1.(2019)。美容師職務解說,https://www.jobsalary.com.tw/jobdescription.aspx?codeNo=270101。  new window
 
 
 
 
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