| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 105 === Nowadays, nail painting is no longer an attached service to beauty parlor or health SPA, but instead, independent nail salons keep booming rapidly. These nail workers are dedicating in innovation so that they may provide a whole new service to distinguish themselves from the traditional nail industry. This research is about the innovation management of modern nail salons, from the service procedures, nail painting styles, to the work space design, in order to understand the preferences of consumers.
This research method is qualitative using Kano model. The result of the research shows that the usual consumption pattern still happens in the nail specialty shop and customer's main purpose is nail painting. The majority of consumers is female, age around 20 to 30, with full-time job, and monthly income betweenNT$30,000 to NT$ 50,000. The evaluation questionnaire survey shows that this group of consumers possess more one-dimensional element, and additional services will be most welcomed by them. In addition, female above 40, with part-time job, monthly income under NT$30,000, possesses more attractive element, which means that they are easily satisfied and will greatly influence the customer satisfaction degree of the nail salons.
It is also found that the reason of customers return to the same nail salon is not for the price, but for the service, which includes painting techniques, communication skills, as well as service attitude of the nail artist. Basing on these principles, nail salons can establish their own professional training courses and standard operating procedures to improve the quality and skills of their nail artists. With excellent taste and unique skills, moreover, the enchantment of colorful nails, they will easily catch customer's heart. Through the innovative service, nail salons can promote their value, and make themselves a new cultural and creative industry.
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