earticle

영어

This study aimed to examine the effects of perceptions of beauty service standardization on relationship quality and customer loyalty. Data were analyzed using SPSS 25.0, and the statistical techniques employed included frequency analysis, factor analysis, reliability analysis, simple regression analysis, and one-way ANOVA. Correlation analysis and simple regression analysis were used as the primary research methods. The main results are as follows: First, the correlation analysis showed statistically significant positive relationships among systemization, reliability, and behavioral aspects within beauty service standardization, relationship quality, and customer loyalty. Second, perceptions of beauty service standardization were found to have a statistically significant positive effect on relationship quality. Third, perceptions of beauty service standardization also had a statistically significant positive influence on customer loyalty. Fourth, relationship quality had a statistically significant positive impact on customer loyalty. Therefore, beauty salon owners should not only strengthen their technical service competencies but also refine standardized service manuals, reinforce relationship-oriented service training, and establish follow-up management systems based on customer feedback to maintain long-term trust with clients.

중국어

本研究旨在探讨美容服务标准化认知对客户关系质量及忠诚度的影响,数据分析采用 SPSS 25.0统计软件完成.具体统计方法包括频率分析,因子分析与信度分析,简单回归分析 以及单因素方差分析.研究方法主要采用相关性分析和简单回归分析.研究结果表明􎩁首 先,通过分析美容服务标准化认知,关系质量与客户忠诚度之间的相关性,发现各子因素的 系统性,可信度和行为性均呈现统计学意义上的显著正相关.其次,在美容服务标准化认知 对关系质量的多元回归分析中,该认知因素显示出具有统计学意义的显著正向影响,因此被 采纳为研究变量.第三,美容服务标准化认知对客户忠诚度的多元回归分析显示,该因素具 有统计学意义上的显著正向影响,因此被采纳.第四,关系质量对客户忠诚度的多元回归分 析同样显示出统计学意义上的显著正向影响,该结论也被采纳.因此,美容院经营者不仅要 提升技术型护理能力,还需通过完善服务标准化手册,加强以客户关系为核心的培训体系, 建立基于客户反馈的售后服务机制,从而与顾客建立并维系长期的信任关系.