The purpose of this research mainly aims for the service quality for those who had received Bride Secretary Services, and discusses the influence of different background variables of customer expectations and perceptions, including the age, the educational background, the make-up habit, the satisfaction of wedding pictures taken as well as the willingness of recommending of the bride secretary to others. Furthermore, the research also discusses the significant difference between customer’s prior-expectations and post-perceptions. A total number of 150 bridal secretary prospects were participated, and a questionnaire survey was conducted in order to investigate the level of the service quality and satisfaction.
In Taiwan, the Bride Secretary Industry marches into a new era, making it not only a star industry but setting up an example to the neighboring countries to follow. However, due to the requests from the market, the training programs of the bride secretary are often asked to be completed in a short time. Technical skills were much emphasized, but lacking of the knowledge of the customer relationship management causing tremendous effects to run a Bride Secretary business. Throughout the past researches on the Bride Secretary Industry were focusing on either technical orientation or on-line businesses.
Only in rare occasions were the characteristics of the service and quality discussed in bridal secretary field; as for participants were all focusing on unmarried woman, but lacking of providing empirical evidence. As a result, this research focuses on those who had received bride secretary services, by utilizing PZB model as the basis of questionnaire to collect and analyze the data.
The finding of the research showed no significant difference between the age, make-up habits to the expectations and perceptions of the customer’s service quality; however, the satisfaction of wedding picture taken and willingness of recommending bride secretary showed great significant difference. The feelings of the service process, prior-expectations were both higher than post-perceptions, and yet the service quality of the bride secretary did not reach the expectations of the customers. To sum up, the results of the research as well as the model of the service quality will be able to examine the bride secretary’s service quality. Therefore, it is perceived that the research results will be a great benefit to the Beauty Salon Craft Union of Occupation, beautician instructors and institutions, adopting research contents into institution curriculum, customers consulting when choosing a bride secretary and so on. It is also to provide a better service quality level and to fill the requirements of the market, and fill the gap between customers and bride secretaries in Bridal Secretary Industry.