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題名:顧客參與對美髮服務業顧客忠誠之影響-服務失誤之調節效果
作者:李慧珊 引用關係
作者(外文):Huei-Shan Lee
校院名稱:大同大學
系所名稱:設計科學研究所
指導教授:孫碧娟
學位類別:博士
出版日期:2017
主題關鍵詞:顧客參與服務品質信任顧客忠誠服務失誤美髮服務業customer participationservice qualitytrustcustomer loyaltyservice failurehairdressing service
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在一個顧客容易變心的時代,經營美髮服務業並不是一件容易的事。本研究首度在此產業中嘗試從顧客參與的角度來探討與顧客忠誠間的關係變化,並且將服務業中常會發生的服務失誤也納入情境變數進行探討,希望可以對美髮服務業之經濟產值有所助益。結果驗證顧客參與的確會分別對服務品質與顧客信任產生正向影響,而強化服務品質對於顧客信任也有正向影響,此外,謹慎看待美髮服務業中的服務失誤之嚴重性才有機會獲得更多的信任關係,最後,由顧客信任所帶來的顧客忠誠才是美髮服務業永續經營之基石。
Challenges have arisen for managing a hairdressing service in the era of exponential choices for customers. This study is the first in this industry to attempt to explore the relationship between customer participation and customer loyalty and to use service failure as contingency failure to explore such a relationship in the hopes of bringing economic value to the hairdressing industry. The results show that customer participation does have a positive influence on service quality and customer trust. Strengthening service quality would positively influence customer trust. Furthermore, treating service failure in the hairdressing industry cautiously is the way to gain more trust relationships. Finally, customer loyalty generated by customer trust is the foundation for sustainable operations in the hairdressing industry.
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