| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 105 === The beauty salon industry is an industry that held an important role in the market economy. Beauty salons will have to improve the quality of their service due to the rise of consumers’ awareness. In order to maintain their customer source, the industry must understand the actual needs and feelings of customers to ensure that the competitiveness of the market. In this study the consumers of beauty salons in the central area of Taiwan are focused, a total of 302 questionnaires were collected through a web survey. The questionnaires were then analyzed using Independent-Sample T test, one-way analysis of variance, regression analysis, path analysis etc. in order to understand the view of relationship marketing, relationship quality and perceived value in the process of customer consumption.
Research shows that, in terms of variance analysis, the perceived value of the consumer will vary depending on the marital status while other variables and personal attribute variables have no difference. In terms of regression analysis, both relationship marketing and relationship quality have a significant effect on perceived value, and relationship marketing has a positive effect on relationship quality. This study concludes with a discussion of management implications, and gives advice to the industry concerned.
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