THE MODELING OF THE CUSTOMERS' SATISFACTION IN TAIWAN'S HAIR SALOONS.doc

The modeling of the Customers Satisfaction in Taiwans Hair SaloonsThis word document was downloaded from please remain this link information when you reproduce , copy, or use it.Sheng-Chu SuDepartment of Business Administration Associate Professor of Ching Yun UniversityYi-Sheng LiuMBA candidate of Ching Yun UniversityAbstractHow to boosting customer satisfaction and customer loyalty is a golden rule of that business create profit in low profit era; customer satisfaction address a national economic measurement index and find it present positive relation to profit, stock, performance; evenly scholars suggest customer satisfaction index involve quality management of business. In 1994 Fornell address American Customer Satisfaction Model to assess past experience whether assessed by purchasing product or acceptation of service entirely, and refer the valid reference index to that performing marketing strategy of business. The study focus on the hair saloons in order to construct a model suitable for Taiwans hair saloons that use LISREL analysis to assess modeling the degree of affection and causal relationship each construct to improve service quality and complete satisfaction. After constructing the model and then improve loyalty, foster the relationship between customer and firm strongly.In research methodology, the study adopts two-segmentation stratified random sampling that includes 22 city in Taiwan and stratified based on population ratio of each city, additionally, the effective number of exporting survey questionnaire is 1068 given 95% confident level , ±3% error range, single stores and chain stores get half percentage individually. Finally, performing SEM model in order to construct the relationship and influential degree of each immeasurable variable in the customer satisfaction modeling. Unless the study constructs a suitable for Taiwans customer satisfaction model, we also prove the relationship of each construct addressed by scholars. As a result, finding the service quality of hair saloons dimension abstracted two factor ” customization” and ”value-added”from PZBs 5 factor. Firms realize what key factors influence customer satisfaction, and then predict the loyal customer, realize the competitive advantage and disadvantage, regarding making strategy as the planning of customer relationship management. Key words: Service Quality, Customer Satisfaction Model, Management strategy, Customer Relationship Management中文摘要在微利時代中提升顧客滿意、顧客忠誠是企業獲利的黃金定律。對國家而言，顧客滿意度提供了一個全國性的經濟衡量指標，研究發現，它與獲利、公司股價及績效成正相關，學者甚至建議應將顧客滿意度（CSI）納入公司品質管理的一部分。Fornell於1994年提出美國顧客滿意模式藉以評估消費者在過去經驗，無論是購買產品或是接受服務，對其作整體性的評估，提供企業日後執行行銷策略時有效參考指標。本研究以台灣美髮產業為研究對象，建構出顧客滿意模型並分析模型重要因素之因果關係及影響程度，以供業者作為改善服務品質與提升整體滿意度之參酌，進而提升顧客忠誠度，期使顧客長期交易的關係更為鞏固。在研究方法部分，運用LISREL分析來了解各項變數間之關係及影響強度；本研究之樣本資料係採二段式分層系統抽樣，其中包括由南到北共22個縣市並依人口百分比乘以欲調查單店總數40而得各縣市欲調查之總店數，其中單店及連鎖店各佔一半之比例；另外，在95%信賴水準及正負百分之三 (±3%)的誤差下將問卷施測數設定為1200份。本研究結果除建構出一個適用於台灣美髮產業之顧客滿意模式，並驗證我們所建構之模式與學者所提出各關鍵因素間之關係。本研究亦發現台灣美髮產業之服務品質構面由PZB五構面縮減為客製性及附加價值兩構面即可有效衡量。業者了解影響顧客滿意之關鍵因素，預測忠誠顧客群，亦能了解本身之競爭優勢優劣，因應經營策略擬定，作為顧客關係管理之規劃。關鍵字：服務品質、顧客滿意模式、管理策略、顧客關係管理CHAPTER INTRODUCTION1.1 Research Background and MotivesThe step of Taiwans economy are following Americas, the trend of whole country industry has transform from manufacturing industry to service industry gradually. Service industry has almost 70% Gross Domestic Production (GDP) that surveyed by Directorate-General of Budget, Accounting and Statistic, Executive Yuan, R.O.C, we can realize that the quality of first line all dose not confirm the standard via the judgment of the better 10 service industry ofGlobal View Monthlyin 2005,and overall average is lower 14 points than past year, maybe it would get greater spaces to improve for service industry. However this study followed American Customer Satisfaction Mode (ACSI), European Customer Satisfaction Model (ECSI), Chinese Customer Satisfaction Model (CCSI) as referring framework as well as referring the results of other scholars studies, Taiwan hair saloons is selected for the study to present developing 5 dimensions of customer satisfaction model as well as each measuring index of each dimension, and establish a customer satisfaction model which is suitable for Taiwan saloons hair, for the reason, we can realize the key factors of affecting customer satisfaction model and the relationship between each dimension.Finally, the study proved and modified the customer satisfaction model established by America, Europe, China with using linear structure relationship by gathering questionnaire and attempt to realize the difference from the dimensions of Taiwans satisfaction model and other countries satisfaction models. While how the corporation appeals to more customer in the specific market share that needs an affective customer satisfaction model to measure; further, after realizing the key factors of affecting customer satisfaction that can improve the items which customer care about as well as get the optimization of resource distribution for corporation, select the fit strategy decision depending on that, invest resource in what really needs and then create greatest value between customer and organization in order to sustain customer loyalty. 1.2 Research ObjectiveRecently, service industry is the body in whole economy system because of the booming development make scholars and practical managers pay more attentions on customer satisfaction, it is the only way to influence key factors of market position strategy for maintaining high customer satisfaction in the extremely competitive market and then get distinguished from other films to carry out differentiation strategy effectively. The objective of this study based on research motive and list as follows: 1. To construct a SERVQUA suitable for Taiwan hair saloon and then develop a customer satisfaction model.2. Depend on above satisfaction model to establish the satisfaction index of Taiwan hair saloon; it can help us to realize the competitive advantages.3. From the outcome of customer satisfaction model measuring to propose to deal with a situation based on the reference of making decision. CHAPTER Literature Review2.1 The Definition of Dimensions in the Satisfaction Model 2.1.1 Image Berman and Evans, in 1995, consider store image is the functional and emotional mix; that is, the prior experience of getting contact with enterprises including inexperienced information such as advertising, word-of-mouth effect and prediction meet expectation in the future that has a directive positive influence on satisfaction; Mitchell (2001) consider it has specific and important relation between store and managing performance would influence the stores profit.2.1.2 Service QualityParasuraman，Zeithaml，Berry (PZB) definite service quality as a kind of attitude, the degree of difference between the expectation of service and actual perception and deducted as 5 dimensions ”tangibility”, ”assurance”, ”responsiveness”, ”reliability” and ”empathy” from PZB 10 dimensions 10 in 1988. 2.1.3 Perceived ValueZeithaml (1988) point out perceived value is that the comprehensive assessment of effective product to customer based on getting product and paying cost. Wyner (1998) considers it comes from customers value. Value is generated from product itself or relevant image and experience of non-product. 2.1.4 Customer SatisfactionCardozo (1965) firstly addressed customer satisfaction and point out that customer satisfaction will increase repeat purchase behavior and other merchandise. With category aspect, Oliver (1981) considers that satisfaction is an emotional reaction resulted from one transaction-specific; further, Fornell (1992) considered that comprehensive measurement of all the purchase and consumption, encompassing enterprises past, now, and future cumulative measurement of performance that would offer some important operational performance indicators to enterprises in the future. 2.2 The Relation among Dimensions in the Satisfaction Model 2.2.1 The Relation between Service Quality and Customer SatisfactionEarly researchers considered satisfaction as antecedent factors that affect service quality, different opinions of causal relationship discussed in the past, that consider satisfaction generate service quality via word-of-mouth, service loyalty(Bitner,1990；Bolton and Drew,1991；Parasuraman et al., 1988), later researchers, however, considered service quality is the important factor that affect satisfaction (Anderson and Sullivan, 1993；Cronin and Taylor, 1992；Oliver, 1993).Croin & Taylor (1992) examined the interaction of “service quality” and” customer satisfaction”, the result appeared the effect of service quality is significant to customer satisfaction, but it is not contrarily, find only have one-way influence between service quality and customer satisfaction.2.2.2 The Relation of Customer Satisfaction and Perceived ValueOliver, in 1997, addresses a question which integrate “value” and” satisfaction”, and also considered that value and satisfaction is interactive, that is, previous product and service performance of consumption would affect customer and then get common result, such as loyalty, via the transformation of customer himself. Parasuraman (1988) mentioned the overall evaluation of service transaction is the sum of composite element and satisfaction present positive relation to the service value, customer has perceived, delivered by enterprises. 2.2.3 The Relation of Service Quality and Perceived ValueAmerican Customer Satisfaction Model (ACSI) built by Fornell (1994) and European Customer Satisfaction Model (ECSI) built by Kristensen (1999) mentioned that service quality is an antecedent affecting perceived value. 2.2.4 The Relation of Image and Perceived ValueECSI and Chinese Customer Satisfaction Model (CCSI) mentioned that image would have a positive influence on perceived value. CHAPTER Research Methodology3.1 Conceptual FrameworkThe conceptual framework of this study derived from inference and relevant literature review of previous chapter is shown in figure 3-1. Each cell stands for a construct, intangible variable, based on customer satisfaction model in every country.Whole model of this study centered on satisfaction affected by its antecedents including expectation, service quality, and value. H5H4H2H1H3Hair Sore ImageService QualityValue SatisfactionFigure3-1 Conceptual Framework3-2 HypothesesWe can summarize the route relationship of each key factor under the conceptual framework; as well proposed 8 hypotheses are listed as follows: H1: Hair store image has a direct influence on value.H2: Hair store image has a direct influence on satisfaction.H3: Service quality has a direct influence on value.H4: Service quality has a direct influence on satisfaction.H5: Value has a direct influence on satisfaction.3.3 Questionnaire Design and Research Objectives 3.3.1 Questionnaire DesignThe questionnaire of the study includes: 1. understanding “store type”; 2. to delete ineffective sample by “filtrated question”; 3. realizing the degree replier perceived with the relevant items of 6 dimensions “hair store image, customization, value-added, perceived value, satisfaction; 4. realizing repliers background with “basic data of repliers”. List the contents of questionnaire on table 3-1 as follows: Table 3-1 Measurable variable in the satisfaction modelDimensionQuestion ContentsMeasurable VariableHair Store Image1. This hair store esteem customer right.Overall Image2. This hair store is technological and professional-served company (such as hair design, environment, equipment, hair merchandises, service processing).Quality Image3. This hair store offer customer heartsease, reliability and satisfied consuming environment.Stable ImageService Quality4. Employee has a kind attitude.Assurance5. Employee get dressed up appropriately. 6. Employee has great technology and professional knowledge.7. Be clean and unobstructed inside and outside store. Tangibility8. Seat/mirror/clean and comfortable shampooing chair including other facilities.9. Having comfortable atmosphere in the store (such as conditioner, no liquid medicine-pungent smell) 10. Decoration design meets sore image. 11. Clean and hygienic hair appliances(such as clippers, combsand so on) 12. Effective hair appliances(some kinds of the product for shampooing/permanent/dyeing hair/hair cream. and so on) Reliability13.Reliable service quality(like hair dressing/ permanent / dyeing hair / hair creamand so on) 14. Reasonable service price.15. Short waiting time(while waiting get served, washing, get dry hair)Responsiveness16. Offering other added service(like newspapers, drinking, massage, hot compressand so on)17. Business hours meets requirement. 18.Well after-sale service(like reminding the maintaining method after permanent and dyeing hair, the way for taking care of hair-damaged by your self, phone care after permanent )Empathy19. Price classified clearly (shampooing, permanent, dyeing hair, hair cream).20. Offering knowledge about hair (hair style, dyeing colors, cosmetic, mold collocate).21. Reminding promotion activities in advance (a shop front or vicinity, website, email, DM).Perceived Value22. Based on perceived service, the reasonable degree of price. Reasonable Pricerelative to Quality23. Based on the setting price, the reasonable degree of service.Quality Level relative to PriceOverall Satisfaction24. Based on overall consuming experience in the store, the degree you satisfy. Overall Satisfaction25. The degree that this store meets your expectation.Met Expected Service26. Your satisfied degree of this store relative to ideal hair store.Met Ideal Servicesource: the study3.3.2 Sampling Plan(1) Sample Numbers SettingGiven the error (±3%) and 95% confident level, the effective sample numbers sum up 1068 at least derived from under equation. Therefore, this study set 1068 datum with effective sample, by that reason we set 1200 datum of extending questionnaires finally. =1067.1(2) Investigation Scope and Sampling Location The study adopt the method of two-tier stratified sampling that multiply 40, the sum, of targeted single stores gathered by the population percentage of Taipei City, Kaohsiung City, Tainan Cityetc, sum up 22 cities with rounding, moreover, single stores and chain stores get half percentage of hair saloons respectively and get 10 respondents of each store with export-investigated interview. 3.3.3 The Manipulated Definition of VariablesBased on the conceptual framework