消費者對美髮從業人員服務品質與滿意情形之相關研究－以新竹市消費者為例

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Title:	消費者對美髮從業人員服務品質與滿意情形之相關研究－以新竹市消費者為例 A Study on the Relationship between Service Quality and Satisfaction of Consumers to Hairdressers: The Case of Consumers in Hsinchu City
Authors:	蔡慶怡
Contributors:	生活應用科學系碩士在職專班
Keywords:	美髮從業人員服務品質滿意情形
Date:	2021
Issue Date:	2021-02-26 14:09:21 (UTC+8)
Abstract:	本研究旨在探討消費者背景變項在美髮從業人員服務品質與滿意情形之差異，美髮從業人員服務品質與滿意情形之相關。本研究採用問卷調查法，以消費者為研究對象，以立意取樣法，得有效問卷394份。研究結果如下： 1.消費者之「性別」、「教育程度」在服務品質上達顯著差異，女性較男性重視，高中（職）畢業優於碩士畢業以上。 2. 消費者之「性別」、「教育程度」在滿意情形上達顯著差異，女性高於男性，高中（職）畢業以下、大專校院畢業高於碩士畢業以上。 3.「美髮從業人員服務品質愈佳」，則「滿意情形」愈趨正向。根據研究發現，建議美髮經營者持續推動服務品質，美髮從業人員在服務品質中，加強可靠性的執行能力，適時給予較適合的服務，落實服務品質，進而提升消費者滿意情形。針對研究結果擬具相關建議，提供美髮業經營者與相關工作人員及學術研究理論驗證參考。 This study proposes to investigate differences in these consumers’ background factors, hairdressers’ service quality, and consumers’ satisfaction situation, the correlation between hairdressers’ service quality’s ability to explain consumers’ satisfaction situation. Adopting the “questionnaire survey method” and consumers from Hsinchu City as research participants, this study employed the purposive sampling. A total of 394 valid questionnaire copies were returned. The results are as follows: 1. Consumers’ “gender” and “education level” make a significant difference on hairdressers’ service quality. Female consumers’ is better than male consumers’. Senior high school and vocational high school graduation below are better than master’s degree or above. 2. Consumers’ “gender” and “education level” make a significant difference on satisfaction situation. Female consumers’ is better than male consumers’. Senior high school and vocational high school graduation below, graduated from a college are better than master’s degree or above. 3. “Hairdressers’ service quality” and “consumers’ satisfaction situation” show highly positive correlation. Based on the findings of this study, salon operators are recommended to promote service quality, hairdressers use enhance the ability to implement reliability, timely appropriate services. In this way, hairdressers can enhance consumers’ satisfaction situation by service quality.
Appears in Collections:	[Department of Applied Science of Living & Graduate Institute of Applied Science of Living ] thesis

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