[[alternative]]A Study on Professional Competency, Service Quality and Customer Value of Cosmetics Counter Salespeople

[[abstract]] 多年來因為社會整體環境的改變，社會上各種行業之間的競爭非常激烈，為了讓美容在這競爭激烈的環境之下能永續經營，或提昇美容業之知名度，美容業無不卯足全力，訓練員工與顧客建立良好關係、提升美容從業人員的專業技能、技術革新與創新、不間斷地求創新並求改變加強服務品質。以客戶價值主張 (CVP) 來解釋說明，在實際情況之中體驗表現在客戶選擇產品或服務時的幾個項目之關鍵指標。例如，客戶在採購大型設備時主要可能關心的有質量、售後服務、價格、品牌等方面之訊息，那麼客戶在選擇供應時也非常可能會從這幾個方面進行考量與觀察。在本研究中，主要整理與分析美容專櫃人員之專業能力、服務品質與顧客價值的相關聯性。本研究採量化之研究方法，以問卷方式收集資料並且進行統計分析。據研究結果在表5.1中簡述，不同人口統計變項對專業能力、顧客價值與服務品質有顯著影響，而專業能力對於顧客價值與服務品質具有顯著影響。據研究結果在表5.1中簡述，不同人口統計變項對專業能力、顧客價值與服務品質有顯著影響，而專業能力對於顧客價值與服務品質具有顯著影響。[[abstract]] Time has changed. Cosmetics counters in department store in Taiwan have become main consuming products among young students, young women and also young male students and men. This is a trendy in new time. Cosmetics counters have competition between each other. In order to maintain the business sustainable development under the competition environment, the beauty industry has to improve its service by employee training. As a result, to build good customer relationship and brand image. Furthermore, to improve the professional skills, technical innovation and innovative ideas, good service is also the important key to the sustainable development. For fitting customer value proposition (CVP), most of the beauty industry mainly focuses on product quality, post-sales service, price and brand, etc. In this study, it has analyzed the beauty industries' service quality and beauticians' professional capacity in related to CVP. The quantitative analysis was used in this study. Data collection mainly focused on career women, young females and male or female college students. The author spread the 250 questionnaires on the street or google questionnaires and each of the participants gained a thank you letter on behalf of the author's deepest appreciation to the participants and his/her contribution the this study. The final results in Chart 5.1, it shows that different demographic variables have significant effect to professional competency, customer value and service quality. Also, a cosmetic counter sales people's professional competency has significant effect to customer value and service quality