The Impact of Consumers’ Eyelash Beautification Cognition, Service Quality, and Service Value on Customer Satisfaction

• Main Authors: LIN, CHING-YI, 林靜宜
• Other Authors: Ching-Chun Shih
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/f8k6a7

碩士 === 建國科技大學 === 美容科技研究所 === 107 === Abstract With the changing times the popularity, the beauty market has begun to focus on the maintenance of beauty skin care and body pressure. Consumers not only paid attention to their facial features or attractiveness, but also on the eyelash beautification they want to emphasize. The purpose of this study was to understand the eyelash beautification cognition, service quality, and service value on customer’s satisfaction. This study adopted a mixed-method research design which combined elements of qualitative and quantitative research approaches, as group focus interviews and a questionnaire. Approximately 651 consumers were selected to participate during three of months from January to March in 2009. The statistical software Statistical Package for Social Science (SPSS) version 21.0 was utilized in this study as descriptive analysis, independent sample t-test, ANOVA with's method, Pearson Product-moment correlation, and multiple regression analysis. According to group focus interview analysis, there were three dimensions including motivation, value, and skills required in the eyelash beautification with 14 items in the questionnaire of this study. The results of findings showed there were statistically significant difference in background variables (the age, marriage, occupation, consumption area, educational level, and consumption times) to eyelash beautification cognition, service quality, and service value on customers’ satisfaction. Besides, there were statistically significant difference in the consumers’ experience variables (very often doing eyelash beautification, the personal studio of store types, and fans front-page message) to eyelash beautification cognition, service quality, and service value on customers’ satisfaction. Moreover, there were statistically significant differences on customers’ satisfaction in the eyelash beautification cognition with motivation, values, and skills, in service quality with tangible, reliability, responsiveness, and assurance, and in service values with emotional value, social values, price function value, quality function value. Therefore, there were positive effects among eyelash beautification, service quality, service value, and customers’ satisfaction. The recommendations that the eyelash beautification industry will be needed to develop and promote its important value to consumers education and understanding of the skills required. The consumers will have the responsibility of understanding the knowledge and skills required eyelash beautification, which not only involve the lashes, but the shape of brows, and the colors of eye shadow that make a difference. When service quality and service value will be relatively better, consumers will have higher acceptance and satisfaction with the eyelash beatification. Keywords：Eyelash Beautification, Consumer Cognition, Eyelash Grafting, Group Focus Interview