| Summary: | 碩士 === 國立澎湖科技大學 === 行銷與物流管理系服務業經營管理碩士在職專班 === 104 === ABSTRACT
This study is aimed at exploring if upgrading service quality can increase customers’ loyalty for beauty salons. PZB service quality gap Model can measure if there is a gap between consumers’ expected service of beauty salons and consumers’ really perceived service. Supposing that there is a gap between consumers’ expected service and real perception, bad items and differences can be provided as the evidence of improving service quality for SPA salons.
To achieve the purpose, questionnaire was administered to SPA salon consumers in Penghu. There were totally 550 copies of questionnaire. The returned copies were 538. The response rate was 97.8% except 41 invalid questionnaire copies. SPSS 22.0 was utilized in this study. Descriptive statistics, validity and reliability, correlation analysis, t test, One-way ANOVA, and regression models in this study. The result reveals that there were statistically significant between pre-consumption and post-consumption of beauty SPA salons for different gender. Females thought highly of service contents, perceived service quality than males in terms of pre-consumption and post-consumption. The former had a positive impact on perceived quality service and customers’ loyalty. Moreover, the visibility had the greatest impact. Love-caring was the second one.
Keywords: Beauty SPA salons, service quality, customers’ loyalty, and PZB Model
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