| Summary: | 碩士 === 國立高雄科技大學 === 企業管理系 === 107 === Since the 1980s, beauty salons have prospered in the Taiwan market. Under the market conditions of brands, how should hairdressing companies use their own business methods to maintain a long-term market position. The reasons for attracting consumers to re-consume are the hairdressers service attitude, product quality, corporate brand image, and customer experience, which are the key factors affecting consumers.
The" Mylove" Hairdressing Chain was officially established on June 25, 2014. Since its opening, it has grown to eight stores, and its hairdressing products have established a leading brand position. This research is based on the hair products of" Mylove". Since todays customers pay attention to the product quality and connotation, how should the company create the value of the products in the eyes of customers, so that consumers can feel the value of their brand image, and in the process of consumption In addition, consumers should also be satisfied with the value, in order to enhance the customers consumption intention.
This study used the customers of " Mylove" Hair Shop as the research object, and the total number of valid questionnaires collected was 316. Using SPSS 24.0 statistical software for data analysis and hypothesis verification, the results of the study found that 1. Product quality and brand emotional enhancement in the customers brand image of Mylove. 2. Product quality and brand image will be influenced by brand sentiment to the mediating role of consumer intent. 3. Strengthening the brand image and perceived value will promote the consumption intention of Mylove customers. 4. Strengthening the perceived value of Myloves customers will enhance the effect of brand image on consumer intent.
Mylove understand customer psychology, find their needs, and serve as a strategic reference for business operations, to gain a deeper understanding of Mylove and develop potential customers.
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