The Influence of Professional Knowledge,Empathy and Relationship Quality on Customer Loyalty：A Study of Aromatherapy Beauty Spa Industry

• Main Authors: LIAO,MEI-HUI, 廖美慧
• Other Authors: LIAO ,GOU-FONG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/12189073608454103228

碩士 === 輔仁大學 === 織品服裝學系碩士在職專班 === 105 === ABSTRACT The Influence of Professional Knowledge,Empathy and Relationship Quality on Customer Loyalty：A Study of Aromatherapy Beauty Spa Industry （Total Pages: 77） AUTHOR：Liao -Mei Hui SUPERVISOR：Dr. Gou-Fong Liaw DEGREE：MS Textiles and Clothing Fu Jen Catholic University Graduate Institute of Textiles and Clothing DATE OF GRADUATION：June 16, 2016 Key Words: specialized knowledge, professional skills, empathy, relationship quality, customer loyalty. According to the research survey by Taiwan Spa Association in 2011, the production value of the Spa industries has exceed NT 2.5 million dollars, which grows by 25% every year. Among the numerous businesses in the Spa markets, it is the most competitive in the urban Day Spa. The biggest challenge for the industry lies in the continuous economic recession, so most brands have to take various promotions. It is obviously the marketing strategies are rather crucial, among which the relationship marketing aims to build a good relationship with its customers via the concept of relationship quality, so that they won’t be affected even facing the temptation provided by other brands. The unique service characteristic of the industry conform to the requirements for relationship marketing, but unfortunately, few researches focus on this marketing strategy in the industry. Therefore, this study explores the influences of specialized knowledge and skills, empathy and relationship quality on the customer loyalty. In this paper, customers are taken as sampling objects to distribute 400 questionnaires. The valid questionnaire accounts for 354 questionnaires, with the recovery rate of 88.5%. With partial least square method (PLS) as the research analysis tool in the empirical analysis, it reveals that the specified knowledge and skills, empathy and relationship quality has positive effects on the customer loyalty. This paper finally proposed the connotation of management practice based on the research results to serve as reference.