Importance-Performance Analysis of Service Quality in China Skin Care Industry - A Case of A Company

• Main Authors: Pei-ling Yang, 楊蓓玲
• Other Authors: Shu-chen Yang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/n6c8j8

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 103 === Since China adopted the reform and open policy, beauty industry in China has risen to the Chinese residents' fifth-largest consumer hot spots just after the real estate, automotive, electronic communications and tourism. Along with the information industry developed and the consumer demand increased for beauty products, Cosmetic & Beauty Industry not only faces to be short of the overall quality, but also the lack of personnel training and service faults, causing potential problems in development. Hence, how to improve service quality and meet customer needs is the topic that beauty industry shall face. In addition to highlighting the beauty industry's product features, price competition and hardware facilities endures, the more important thing is to increase service level by improving customers’ satisfaction, to meet customer needs, and to get the opportunity to stick out of the competitive market. Therefore, this study applies the Importance-Performance Analysis (IPA) to investigate the customer service quality of the China skin care industry. This study takes A company as an example to evaluate the service quality and collects data through questionnaire from manager, consultant and beautician of skin care industry. 175 valid questionnaires were returned and used for data analysis. In order to understand the performance of the customer services of A company, this study divides the quality of customer services into four quadrants. The results show the urgent improvement is the servicer’s pledges and polite, also find that the quality of Chinese beauty industry is not consistent. These results of this study offer A company some suggestions for business strategy improvement, in order to improve customer satisfaction and increase business performance.