[[alternative]]A Study on the Impact of Service Innovation and Service Value on Customer Satisfaction and Loyalty in Aesthetic Economy Industry

[[abstract]] 本研究以台中地區的美學經濟產業，擬從美髮、美容、Spa芳療紓壓、按摩、美甲美睫、整體造型等服務範圍之消費者為研究對象，探討美容產業之消費者對於業者提供之服務創新、服務價值對顧客滿意度、顧客忠誠度之間的關係與影響。採問卷填寫的方式，用便利抽樣方式進行問卷調查法，來獲得本研究所需之問卷資料，並運用SPSS軟體進行統計分析，並逐一驗證論點。研究所得結論如下：(1)服務創新對於顧客滿意度與顧客忠誠度具有顯著正向之影響；(2)服務價值對顧客滿意度與顧客忠誠度具有顯著正向之影響；(3)顧客滿意度對顧客忠誠度具有顯著正向之影響；(4)顧客滿意度於服務創新與顧客忠誠度之間具有部分中介效果；(5)顧客滿意度於服務價值與顧客忠誠度之間具有部分中介效果。[[abstract]] In this study, the aesthetic industry of Taichung area is intended to study the beauty industry of consumers in the beauty industry, such as hairdressing, beauty, spa aromatherapy, massage, nail eyelashes, overall shape and other services. Service innovation, service value to customer satisfaction, customer loyalty relationship and influence. The questionnaire was used to obtain the questionnaire data needed by this study, and the software was used for statistical analysis, and the points were verified one by one. The conclusions of the study are as follows: (1) Service innovation has a significant positive impact on customer satisfaction and customer loyalty; (2) Service value has a significant positive impact on customer satisfaction and customer loyalty; (3) Customer satisfaction to customer loyalty (4) Customer satisfaction has some mediating effect between service innovation and customer loyalty; (5) Customer satisfaction has some mediating effect between service value and customer loyalty