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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/73702

    Title: 探討美容業之感官行銷與美容師推銷行為對顧客滿意度之影響
    Other Titles: Exploring the effects of sense marketing and beautician sales behavior on customer satisfaction
    Authors: 張晉鑾;Chang, Cheng-Luan
    Contributors: 淡江大學全球華商經營管理數位學習碩士在職專班
    王居卿;Wang, Chu-Ching
    Keywords: 感官行銷;美容師;推銷行為;顧客滿意度;Sense Marketing;Beautician;Sales Behavior;Customer Satisfaction
    Date: 2011
    Issue Date: 2011-12-28 16:25:30 (UTC+8)
    Abstract: 美容沙龍業為消費者提供保養與舒壓的服務場所,美容師推銷行為長久以來為消費者所詬病,在各行各業爭相分食美容市場大餅之際,美容沙龍為求繼續生存,改善服務環境與提升服務品質是刻不容緩的訴求。
    Beauty salon has been one of the most popular occasions where the service for physical care and mental relaxation for people is provided. However, the traditional marketing activity and sales behavior of beauticians at the beauty salons has been one of the major negative impacts on the consumers. It is one of the essential necessities that the beauty salons have to improve their business environment and service quality to be competitive and surviving under the increasing threats from many other related industries which are penetrating into the market served by beauty salons.
    Based on the consumers of beauty salons as the population, this research is to explore the effects of sense marketing and beautician marketing on the customer satisfaction from the perspective of consumers. Convenience sampling is used for data collection. Total 511 effective responding samples of survey were collected, which were analyzed with SPSS with the research results as below:

    1. During beauticians’ service process, there exists a positive impact of customer-oriented service on the customer satisfaction, while there is a negative impact of product-oriented service on the customer satisfaction.
    2. There exists a positive impact of sense marketing on the overall customer satisfaction.
    3. Sense marketing is an intermediary of the relationship between beauticians sales behavior and customer satisfaction.
    Appears in Collections:[全球華商經營管理數位學習碩士在職專班] 學位論文

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