The Relationships of Consumer Experience，Consumer Value and Customer Behavior:the Case of Beauty SPA centers

• Main Authors: LI,E-YOU, 黎娥佑
• Other Authors: Tai Chih-Tsung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/927trw

碩士 === 正修科技大學 === 經營管理研究所 === 101 === Along with the improved living culture and the change of consumer patterns, the demands of consumers today have transferred from the tangible goods to an invisible psychological levels. Beauty service providers adapt to the times and consumer multi- requests have been undergoing a turning points, therefore, it is the key to their success regarding how to respond to changing trends and to avoid competition, to design good quality of service experience and to meet different consumer groups, as well as to improve customers’ positive feedback, and produce positive behavioral intentions, will be the key to success beauty services. This study aimed to explore the relationship of consumer experience, consumer value and customer behavioral intentions of Beauty SPA centers. By means of this, to identify effective marketing strategies to increase the overall quality of service experience. Based on the research results, the study made further recommendations to the beauty SPA industry in the future. In this study, questionnaire survey has conducted, using descriptive statistics, reliability and validity analysis, correlation analysis, regression analysis and other statistical methods. Finally the relationships between variables of each dimension have been analyzed and concluded as follows:. 1.There were some significant differences regarding different consumer characteristics on consumer experience, consumer value, behavioral intentions . 2.There were significant positive effects regarding consumer experience on consumer value. 3.There were significant positive effects regarding consumption value on consumer behavior intentions. 4.There were some significant positive effects regarding consumer experience on consumer behavior intentions. 5.There were some mediating effects regarding consumption value on consumer experience and behavioral intentions.