earticle

영어

As hairdressing has become an area of professional expertise in the modern age, changes in technique as well as business management have become urgently required. The purpose of this study is to contribute to the business performance of the hairdressing industry by enhancing customer loyalty through a service marketing mix. Specifically, the effects of service marketing mix factors such as service product (hair style), price (service price), service worker (hair designer), service process (process) and service location (beauty shop), respectively. The purpose of this study is to investigate the effect of a service marketing mix on customer loyalty by gender, age, educational background and marital status. This study sought to investigate and uncover the effects of a service marketing mix on customer loyalty based on the discussions of the problems that are present in the hairdressing industry.

중국어

近年来，美发美容业发展成为重要的专业性服务行业，因此在美容技术以及美容店经营管理方式方面也要求 做出相应的调整。为此，本论文将阐述服务商品（发型设计）、价格（服务费）、服务从业者（发型设计师）、服务 过程（环节）、服务场所（美容美发室）等因素对顾客忠诚度产生的影响，并阐明性别、年龄、学历、婚否等个人 情况产生的调节作用。发型设计、服务费、发型设计师、服务环节、美容美发室这五个因素分别设有4个服务 评价项目，共设有20个评价项目，而每个评价项目以5分李克特量表测量。另外，为了验证可行性和可信度，还实 施了因素分析。顾客的忠诚度差异采用T-test方式进行分析，服务营销组合和顾客忠诚度的因果关系采用多重 回归分析方法，对个人情况的调节作用验证则采用分层回归分析方法。这一系列分析结果显示，服务营销组合 的服务商品、服务费、服务场所、服务环节的层次越高，顾客的忠诚度就会越高。另外，在商品、价格、从业 者、场所、过程等服务因素对顾客忠诚度产生的影响中，一方面随着年龄的增长，场所对顾客忠诚度产生正面影 响，另一方面随着学历的提高，场所对顾客忠诚度也有着正面影响。