| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 106 === The purpose of this study was to explore the relationships among customer empowerment, customer satisfaction and customer loyalty. A survey was conducted on the customers serviced in the hairdressing and beauty parlors near a private university in Taiwan. A total of 600 questionnaires, obtaining 516 regain questionnaires；therefore the regain rate was 86%, reaching a valid number of 465 questionnaires, with in an effective regain rate of 77.5%. The collected date was analyzed by descriptive statistics analysis, reliability and validity analysis, correlation analysis, and regression analysis.
After the data analysis the following results have been found：
1. The customer empowerment have a significant positive impact on customer loyalty.
2. The customer empowerment has a significant positive relation on customer satisfaction.
3. There is a significant positive impact on customer satisfaction and customer loyalty.
4. Customer satisfaction has a partial mediating effect on the relationship between customer empowerment and customer loyalty.
The mentioned conclusions, lead to further theoretical research and suggestions are proposed for assisting in the follow-up of this study.
Keywords: Customer empowerment, Customer satisfaction, Customer loyalty
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