永續導向、服務品質與設計師專業能力對高端美髮沙龍顧客忠誠度影響之探討

Abstract

美髮沙龍服務，是追求美感生活與講究人際社交形象的現代社會不可缺少的需求。自2020年初COVID-19(新冠肺炎)突如其來的疫情爆發，改變全世界人類的日常生活、工作以及消費習慣；時尚圈亦吹起一股永續風潮，不論品牌主張或消費者意識皆往保護地球、永續環保方向邁進；疫情成為永續導向的催化劑，而永續導向之未來趨勢必然會影響美髮產業的下一個十年，消費者選擇美髮沙龍時，對永續健康將提高在意程度。上述問題，牽動著美髮沙龍業者提供給顧客的服務，透過服務品質創造更高的顧客滿意度，透過服務創新提高顧客知覺價值，尤其定位高端的美髮沙龍如何保持競爭優勢，維繫顧客忠誠度是持續創造良好績效的一大挑戰。

本研究以高端美髮沙龍為背景，從顧客的觀點來探討永續導向、服務品質與設計師專業能力對高端美髮沙龍顧客忠誠度的影響。本研究以問卷調查方式取得有效樣本資料共184份進行實證研究，研究結果顯示，高端美髮沙龍的顧客忠誠度會受到知覺價值與顧客滿意度的正向顯著影響，高端美髮沙龍顧客的知覺價值與顧客滿意度會受到服務品質、設計師專業能力的正向顯著影響，然而高端美髮沙龍的永續導向並沒有顯著影響消費者的知覺價值與滿意度，可能我國消費者對於企業永續導向帶來的效益認知需要再積極教育和推廣。

關鍵詞：高端美髮沙龍、永續導向、服務品質、設計師專業能力、知覺價值、顧客滿意度、顧客忠誠度

The hair salon service is an indispensable demand for modern society in the pursuit of beauty life and the interpersonal social image. However, since the outbreak of COVID-19 since 2020 the salon industry suffered from the pandemic severely due to the changes of people’s daily life and consumption behaviors worldwide. The hairdressing industry has been gradually following the global trend of pursing sustainability in recent years by providing sustainable value proposition and encouraging consumer environmental and healthful consciousness, hoping to contribute to the achievement of worldwide sustainable development goals. The hairdressing industry is expecting an ever-fast-moving pace toward pursuing sustainability in this industry within the next 10 years due to the COVID-19 pandemic. Gradually, the environmental sustainability orientation of a hair salon will become an important concern when consumers making their consumption decisions.The above-mentioned sustainability trend has influenced the way of running a hair salon, especially a high-end one. High-end hair salons are thinking to incorporate sustainability elements into their operations through service innovation to improve customers’ perceived value and loyalty, hoping to enhance their competitive advantages. However, this is still a major challenge for them. In this study, we choose the high-end hair salons in Taiwan as the research context to study the way how consumers’ perceived salon’s sustainability orientation, designer’s professional ability and salon’s service quality orientation influence their perceived value, satisfaction and loyalty. We use a sample 184 high-end salon consumers to test against the proposed research model. The data analysis results show consumers’ perceived designer professional ability and salon service quality both significantly influence consumers’ perceived value and satisfaction, and in turn their loyalty. However, salon sustainability orientation does not significantly influence perceived value and satisfaction. The sustainability benefits to consumers may still need to be promoted.Keywords: high-end hair salon, sustainable orientation, service quality, designers’ professional ability, perceived value, customer satisfaction, customer loyalty