| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 102 === This research explores the service diversion factors of styles hair consumers, mutual interference among the characteristics, the diversion cost and the degree of satisfaction. Further we discuss the service diversion possibility and related factors. In this research we set 400 styles hair consumers distributed in the eastern and the northern part of Taiwan as our sample among which 307 are effective.
Research results : Among the consumers with different gender when they purchase styles hair services, different gender produces significant differences in the factors of consumption styles, valuing fashion. When we emphasize the study of choosing styles hair consumption for those with or without diversion experiences, it produces significant differences in consumption convenience and service quality factors. It also shows that significance appears on different occupations, like services occupation and sales occupation obtain the highest average scores for the aspects of obtaining information and valuing fashion.
Research discovery : 1. Consumer characteristics is significant for service diversion. 2. Customer satisfaction is insignificant for brand diversion. 3. Diversion cost is significant for brand diversion. 4. Consumer characteristics are significant for customer satisfaction. 5. Diversion cost is significant for customer satisfaction. 6. Demographics are significant among consumer characteristics, brand diversion, diversion cost and customer satisfaction.
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