A study of Beauty Certification in Searvice Quality, Service Satisfaction, and Loyalty：A Case Study of Taichung City

• Main Authors: WU,YI-PING, 吳意萍
• Other Authors: WU, PEI-LING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/dkycg3

碩士 === 建國科技大學 === 美容科技研究所 === 104 === Taiwan has been experiencing fast economy transformation, followed by the development of beauty service industry and both the technical level and the quality improvement of personnel in the industry. According to the statistical data of Work Force Development Agency of the Ministry of Labor, the government has issued 343,199 Level C and 30,605 Level B certificates of technician for beauty from 1992 to 2015 (Ministry of Labor, Work Force Development Agency, 2016). A lot of in-service personnel take the test for the certification. For better understanding the influence of the certificates to the quality of service, customer satisfaction, as well as the consumer faithfulness, in the study, an anonymous questionnaire survey is carried out, the consumers that accept facial skin beauty care and cosmetic service in Taichung being the subjects. Out of 360 survey questionnaires, 323 (89.72 %) are collected effectively. We perform factory analysis, one-way ANOVA, reliability analysis, frequency distribution, descriptive statistics, Independent-Samples t Test, Pearson product moment correlation analysis, using SPSS 22.0. Results show that： 1. Most of the consumers think that the professional performance of the technicians of beauty service that own one or more certificates is better than those who do not; more than 90% of the consumers consider a Level C certificate is required, and more than 50% prefer a Level B certificate for the technicians in terms of face cosmetic service. Most consumers are willing to increase budgets for those who own a certificate, showing a degree of identification for a certificate of beauty service industry. 2. The consumers speak highly of the service quality, customer satisfaction, and consumer faithfulness in the beauty industry, preferring Level B to Level C. In the aspect of quality of service, consumers agree the most with “salons that use materials and tools that can insure the safety of customers”, “practitioners that provide credible professional technics”, and “practitioners that actively remind me of matters needing attention for home health care and post-sale service”. The consumers also agree relatively higher with “hygienic behavior” as well as “working attitude” of the practitioners. The consumers may have more faithfulness to the practitioners that own a certificate. 　　The above findings provide the practitioners of the beauty industry and the related area with useful suggestions.