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영어

In this study, the effect of beauty service quality factors on customer satisfaction and brand loyalty and the effect of customer satisfaction on brand loyalty were investigated for customers using franchise hair salons. From October 1 to 15, 2021, a survey was conducted on beauty service quality, customer satisfaction, and brand loyalty among 131 customers who visited four franchise hair salons. The obtained data were subjected to confirmatory factor analysis and path analysis using SPSS AMOS program. Among the beauty service quality, the path coefficient of the relationship between outcome quality and customer satisfaction was 0.397, which was significant at the 95% confidence level. Interaction quality, environmental quality, and standby quality, which are other factors of beauty service quality, all showed no significant effect on customer satisfaction. And none of the beauty service quality affected the brand loyalty. The path coefficient of customer satisfaction and brand loyalty was 0.831, which was significant at the 95% confidence level, and it was confirmed that customer satisfaction increased brand loyalty. In conclusion, it was found that the higher the outcome quality among the beauty service quality in franchise hair salons, the better the customer satisfaction, which leads to higher brand loyalty.

중국어

本文以连锁美容院顾客为研究对象，探究美容服务质量对顾客满意度和品牌忠诚度的影响以及顾客满意度对品牌忠诚度的影响。本研究选择2家连锁美容院，以来访的134名顾客为对象进行了问卷调查。为进行假设鉴定，针对收回的问卷进行了确认性因素分析和路径分析，用以明确美容服务质量、顾客满意度、品牌忠诚度之间的关系。研究结果显示，服务质量中结果质量是提高顾客满意度的先行变量(路径系数:.397，p<.05)，顾客满意度会提高品牌忠诚度(路径系数:.831，p<.05)。然而，美容服务质量的其他因素—相互作用质量、环境质量、大气质量都未对顾客满意度和品牌忠诚度产生任何影响。因此，连锁美容院若想提高顾客满意度和品牌忠诚度，为发型设计师提供系统的技术能力提升教育尤为重要。