| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 97 === Service industry has become the most important economic activities in Taiwan. In order to promote competitive advantage in service industry, this research help service providers to understand consumers’ need and therefore build the permanent cooperative relationship with consumers.
Service providers have frequent contact with customers in service industry. Whether commercial friendship exists in the procedure of business transaction? What role does commercial friendship play? In addition, consumers care about their own rights because consumers’ self-awareness gradually elevate nowadays. And consumers have opportunities to observe or interact with service providers or other consumers during service procedures. But recent research has examined the effects of consumer-perceived fairness on satisfaction with complaint handling or failure recovery. So this research’s framework combines commercial friendship, systemic service fairness, service quality, customer satisfaction and customer loyalty. This research chooses the hair salon as the research exploratory subject, and use structural equation modeling to verify the relationships between latent variables.
The results show that: 1. commercial friendship is positively related to service quality and customer satisfaction; 2. systemic service fairness is positively related to service quality; 3. service quality is positively related to customer satisfaction; 4. customer satisfaction is positively related to customer loyalty; 5. systemic service fairness is not positively related to customer satisfaction, but service quality has complete mediating effect on systemic service fairness and customer satisfaction.
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