| Summary: | 碩士 === 正修科技大學 === 化妝品與時尚彩妝研究所 === 103 ===
Abstract
With the medical beauty becoming popular, the beauty products in direct marketing, online shopping and other operations have been threatening the traditional beauty SPA business models. The small or medium- sized beauty stores are facing a fierce competition in the beauty markets, and it has become a crucial issue for the beauty business to make efforts to attract their loyal customers. The investigation of the variables that affect the lifetime value of customers helps to understand the customer needs and business continuity requirements. Studies have shown that the factors that impact the lifetime value of customers include the service quality, relationship marketing, customer relationship management, enterprise image, etc. Customer relationship inertia has also been studied to affect the customer lifetime value in the delivery service industry of convenience store and post office. However, the impact of the perception of price and customer relationship inertia on the customer lifetime value has not yet been explored in the beauty SPA industry. Therefore, this study took the example from the customers of the Vivian Beauty SPA Center and aimed to investigate the impacts of the corporate image, perceived price, and service quality on the customer lifetime value.
This study was conducted to collect the questionnaires completed by the customers after the beauty services from Vivian Beauty SPA Center. The sample size is 350, and the age distribution of the participants ranges from 20 to 70 years. The statistic methods in the study included the T-test, one-way analysis of variance, two-factor analysis of variance, correlation analysis, regression analysis, hierarchical regression analysis, cluster analysis, and SEM analysis methods, with the process of the SPSS and AMOS software. The results were as follows:
1. The customers’ characteristics are significantly associated with the corporate image, perception of price, service quality, relationship inertia and customer loyalty value.
2. The main effect and interaction of the combined customers’ characteristics (age & educational background, age & salary, age and marriage, marriage and educational background, marriage and career, or marriage and salaries) are significantly associated with the corporate image, perception of price, service quality, relationship inertia and customer loyalty.
3. Positive correlations exist between the corporate image, perception of price, service quality, and relationship inertia and the customer loyalty value.
4. The corporate image, perception of price, service quality, and relationship inertia exist positive influence on the customer loyalty value.
5. The cluster characteristics of corporate image, perception of price, service quality, relationship inertia exits significantly different association with customer loyalty value.
6. By SEM analysis, the influences among corporate image, perception of price, service quality, and relationship inertia exist significantly positive impactson customer loyalty value.
Key words: Beauty SPA Center, Corporate Image, Service Quality, Customer loyalty value
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