應用二維質探討SPA美容產業顧客消費因素

Chia Nan University of Pharmacy & Science Institutional Repository > 環境永續暨休閒學院 > 休閒保健管理系(所) > 博碩士論文 > Item 310902800/33953

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標題:	應用二維質探討SPA美容產業顧客消費因素 Research on Consumption Factors of SPA Beauty Industry by KANO Two-Dimensional Quality Analysis 隨著國人平均收入的提升，在生活方式及對生活品質的要求上都有著與上個世紀明顯的差異。許多人開始追求外在的完美，也因此催生了台灣SPA美容產業的普及化。在自己能負擔的價格內，選擇適合自己的療程，追求外表的修飾或是舒解身心的壓力，儼然成為一種常態及風尚。 SPA美容產業市場極為競爭，所有的經營者無不使出渾身解數以求生存。因此，如何營造以客為尊的氛圍吸引消費者以及有效的提升營運績效並確保客源穩定是所有店家最急需解決的課題。本研究的目的：擬探討SPA美容產業的服務品質、品牌形象、產品價格與環境設備等構面對消費者吸引力之影響，並利用Kano二維品質問卷，找出SPA美容產業消費吸引力的屬性類別及滿意度改善指標。此外，針對本研究所得到的結果擬定建議，以供SPA美容產業做為顧客消費策略之參考。研究結果顯示在22項品質要素上，其中有7項被歸類為「一維品質」，13項被歸類為「魅力品質」，2項歸類為「無差異品質」，無任何一項被歸類為「必須品質」或「反向品質」。 With the improvement of the average income of the compatriots, there are obvious differences in lifestyle and quality of life requirements from the last century. Many people have begun to pursue external perfection, which has led to the popularization of Taiwan's SPA beauty industry. At a price that you can afford, choosing a treatment that suits you, pursuing cosmetic modification or relieving physical and mental pressure, has become normal and fashionable. The SPA beauty industry market is extremely competitive, and all operators do everything they can to survive. Therefore, how to create a customer-oriented atmosphere to attract consumers, and how to effectively improve operating performance to ensure the stability of customer sources is the most urgent issue for all operators. The purpose of this study is to discuss the influence of SPA beauty industry’s service quality, brand image, product price, and environmental equipment on consumer attractiveness. To use Kano two-dimensional quality questionnaire to find out the attribute categories of SPA beauty industry’s consumption attractiveness and satisfaction improvement indicators. Finally, to give recommendations based on the results of the research for the SPA beauty industry as a reference for customer consumption strategies. The results of the study show that of twenty-two quality factors, seven of which are classified as ";one-dimensional quality";, while thirteen of which are classified as ";charm quality";, and the other two are classified as ";undifferentiated quality";. None of them is classified as ";required quality";or ";reverse quality."
作者:	陳淑紅
貢獻者:	休閒保健管理系董志明
關鍵字:	SPA美容產業消費因素 Kano二維品質 SPA beauty industry Consumption factor Kano two-dimensional quality
日期:	2020
上傳時間:	2022-10-21 10:31:26 (UTC+8)
關聯:	學年度：108， 81頁
顯示於類別:	[休閒保健管理系(所)] 博碩士論文

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