The Impact of Experiential Value of Aestheticon Customer Citizenship Behaviors: The Case of HairdressingSalon

• Main Authors: Yeh, Tsung- Hsien, 葉宗賢
• Other Authors: Chang, Kuo- Hsiung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9r662a

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 105 === Abstract： Customer citizenship behaviour is a form of voluntary extra-role customer behaviour that has positive benefits to the service firm. Experiential value of aesthetics has the potential to enhance customer citizenship behaviors. However, there is little research into which experiential value of aesthetics is systematically tested in the context of hairdressing salon. This study examines the effects of experiential value of aesthetics on customer citizenship behavior (loyalty and recommendations). The results show thatfashion aesthetics, self relaxation, service excellence, and economic value significantly influence customer loyalty behavior respectivjely. In addition, service excellence, economic value, and fashion aesthetics affect on recommendations behavior.Managerial implications on how to manipulate experiential value of aesthetics to achieve high customer loyalty behaviors and consumer word of mouth are offered.