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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74064

    Title: 關係銷售對顧客滿意度之研究 : 以美髮沙龍產業為例
    Other Titles: Research of the relationship marketing and customer satisfaction : a case study of beauty salon industry
    Authors: 陳淑薔;Chen, Shu-Chiang
    Contributors: 淡江大學國際商學碩士在職專班
    曾義明;Tsen, Yi-Ming
    Keywords: 關係行銷;關係銷售;顧客滿意度;美髮沙龍;Relationship Market;Relationship Selling;Customer Satisfaction;Beauty Saloon
    Date: 2011
    Issue Date: 2011-12-28 17:57:03 (UTC+8)
    Abstract: 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。


    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.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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