| 摘要: | 近年來，學者針對關係行銷的討論眾多，但以美髮沙龍產業為研究的對象的議題並不多。本研究以消費者的觀點出發，利用發放問卷的方式，進行實證探討，了解消費者是否會因美髮沙龍業者利用關係行銷，而增進與業者之間關係，並對其滿意度滿度有正向的影響，期望對美髮沙龍業者之經營與其產業之發展有所貢獻。
首先，本研究以曾經至美髮沙龍店家(包含:個人工作室、具有特色的單店、小型連鎖店、或全國連鎖加盟店)消費之顧客為研究調查對象，調查研究發現，潛在消費者會因於美髮沙龍業者的宣傳手法而被引吸，但並不會因此與業者建立關係、維持關係，並提升雙方的關係。消費者會因為美髮沙龍業者所提供的優質服務及個人化服務而被吸引，進而與業者建立關係、維持關係，並提升雙方的關係。消費者也會因業者之關係的增進，對於滿意度有顯著的影響。
由本研究結果，建議美髮沙龍業者若想要與增進與顧客之間的關係，可從提供優質服務作為與顧客建立關係為核心，之後再依不同類型的顧客，提供個人化服務，來維持彼此之間的關係。若希望業者能夠吸引著消費者，並讓顧客進門消費，可使用更能刺激消費者的宣傳方式，來吸引顧客，如：新產品試用會、抽獎活動、來店禮…等。
In recent years, there have been studies about relationship marketing, but not many of them focus on hair salon business as the subject. This study, from the customer point of view, analyzes actual responses obtained from questionnaires, in order to understand whether the relationship between customers and shops can be improved and has positive impact on customer satisfaction with relationship marketing, in the hope to offer contribution to the development of the hair salon business.
There was a research conducted on customers for hair solon shops, including individual shops, small-scale chain shops and national big chain shops. It has been discovered that potential customers will feel interested because of the advertisements, but it is not enough for the real relationship between the customers and the shops to be established, maintained and improved. However, that can be achieved when the customers are attracted by the high-quality and customized service. With the improved relationship, the customer would feel more satisfied with the shops.
According to the result of the study, it is suggested that the hair salon shops can improve the relationship with customers by providing high-quality service, which shall be the core of the business relationship. Further, such relationship can be maintained if the shops provide customized service for different types of customers. To catch potential customers’ attention for new business, more effective advertising methods will be needed, such as new product trials, lottery, small gifts…etc. |
