The effect of beauty salon degree of luxury on relationship quality: Using price as a moderator variable
| Autor: | LI, MIN-CHUAN, 李旻娟 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 This study investigated the influence of the degree of luxury of beauty salon interior design on relationship quality using price as a moderator variable (i.e., interference) in the presence of no service failures, severe service failures, and non-severe service failures. Descriptive statistics, two-way ANOVA, and independent t tests were used in this study. Convenience sampling was used to collect consumers in Kaohsiung, Taiwan. A total of 400 questionnaires were distributed and at department stores and train and mass rapid transit stations. All questionnaires were returned and after preliminary processing and exclusion of incomplete or ineffective questionnaires, a total of 260 were included in this study for an effective return rate of 65%. The results indicated that: 1. The degree of luxury of beauty salon interior design and relationship quality are positively correlated. 2. With non-severe service failures or severe service failures, customers have better relationship quality with beauty salons with luxurious interior design than with beauty salons without luxurious interior design. 3. With severe service failures, luxurious beauty salons can adopt low pricing strategies to offset decreases in relationship quality. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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