| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 107 === Summary
Hairdressing is one of the needs of people''s livelihood, and there are many self- run job opportunities. In recent years, there appeared a lot of cheap and fast haircut chain hair salons, which is one of them. Because the technical foundation does not need to be stable at every stage of traditional technology, so the shops pop up. Because of the economic downturn, consumers'' consumption choices are reduced, and the low-priced fast haircut chain stores are selected, which further divides the micro-store market. Therefore, the maintenance of service quality and satisfaction is extremely important, so to understand whether customers'' satisfaction is affected by factors before consumption, consumption process and post-consumption. What is the impact of this? What is the correlation with loyal customers? The research case has been able to stand still after several changes of business premises and other factors. The purpose of this study is to understand the case, how to operate loyal customers to discuss research topics, to use social science research methods, qualitative interviews and answer analysis, report writing, and use five loyal customers with more than 10 years of consumption as sample. The interview record summarizes the problem analytically and examines the results. The hairdressing industry includes several different types and styles, such as micro-shops, chain stores, fast-cut shops, etc. This study uses micro-hair salons as research cases and the loyal customers of the operators as the theme samples to explore the operation of its many different store types, explore the relationship between the quality of the micro-store customer service and whether the satisfaction will affect the customer''s willingness to re-consume (such as loyalty). The interviews of the micro-hair salon sample (customer), the analysis of the audio file and the questionnaire are summarized as follows: First, the customer service quality has a positive impact on satisfaction; Second, customer satisfaction is positive for loyalty. Impact; Third, customer service quality has a significant positive impact on loyalty. Exploring the cause of the problem and making recommendations for the future development of the store.
Keywords: service quality, satisfaction, loyalty
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