|摘要: || 台灣美容服務產業隨著經濟發展與生活型態的改變而不斷地在轉型，經營方向由過去美顏的區塊轉變成現今美容、美體與休閒舒壓放鬆兼具的部分。美容院不再只是提供臉部美容護膚的服務，更提供全身性的按摩與皮膚保養，而這樣的轉變使得美容服務的特性與以往有所不同。|
Because of the economic abundance and life styles improvement, the management direction of the Taiwan beauty services industry is constantly changing, transiting from simple facial beauty to extensive whole body makeup, as well as leisurely body relaxation massage. It means that beauty salon provides not only just a facial skin care service but also a whole body skin care, massage. Such a change makes the present beauty characteristics different from the past one.
In addition to the intensive one-to-one service, being a standard in the past, the present beauty service emphasizes the characteristics of intimate customer-beautician interaction and the customer-oriented of long-term service. Consequently, the beauty service providers play an extra important role to entertain and serve the customers. Customers are usually sensitive and impressed to the characteristics of the beauty service providers during the long-term service.
Past research has found that customers will pay attention to the characteristics of the beauty service providers as criteria to evaluate the extent of service satisfaction. As a usual, the beauty salon films are more able to maintain long-term relationships with customers when they acquire higher positive evaluation on the beauty service providers, who are just the constituent of the films. It is apparent that the characteristics of the beautician are the key to build long-term relationships with customers, as well as are closely related to the success of the beauty salon films. Thus, this research will take advantage of the concept of the Relationship Quality in order to establish one quality model, which is suitable to study the Relationship Quality of beauty service providing process. Further, the influence of the characteristics of the beauty service providers on the Relationship Quality and Loyalty is studied while customers are in the process of beauty service.
The paper questionnaires in this study include 421 valid copies, out of total 483 surveys, done on experienced grooming customers in Taoyuan. The analysis reveals (1) that the characteristics of empathy, politeness, professionalism, experience are the important to beauty service providers. The professionalism is the most criterion; (2) that the Service Providers’ Characteristics will affect the customer loyalty, by means of the Relationship Quality; and (3) that the Service Providers’ Characteristics is the most dominant factor to affect the service provider’s Relationship Quality.
This study gives beauty salon films some suggestions as follows: (1) to use suitable persons and then culture them to be beauticians, who have inherent characteristics of beauty service; (2) to culture those persons who are helpful to set up good customer relationship; as well as (3) to reduce the resign rate of good employees. To allow employees to show proper and adequate features, and then establish a good Relationship Quality with customers, in exchange for the long-term customer loyalty. These actions will be helpful for the operation of beauty salons.