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題目：

芳療SPA會館消費者行為及顧客滿意度之研究-以�

Y芳療SPA會館為例
校（院）系所組別：輔仁大學管理學院統計資訊學系第九組
研究學生：羅斯綿
指導教授：何碧玉
論文頁數：79
關鍵詞：芳療、SPA

論文摘要內容：
　　隨著文明病比例的攀升，壓力、憂鬱已成為現代人必須面對的問題。為紓解此一現象，芳香療法SPA乃因運而生，了解此一行業之消費者的消費習慣、偏好及市場需求，為一重要課題。本研究探討消費者行為與顧客整體滿意度間之關係，針對某芳療SPA會館內消費的民眾做調查，共計回收252份有效樣本。本研究探討消費者的人口統計變數特徵，芳療SPA消費者的參與動機，選擇SPA的考慮因素，及其滿意度的影響。本研究採用李克特五點尺度量表來衡量消費者的參與動機、考慮因素及其參與滿意度，再利用生活型態量表，透過集群將消費者分為嚐鮮享受群及健康養生群，本研究結論與建議如下︰
一、顧客對芳療SPA會館之整體滿意度是滿意的，其中以精油品質之滿意度為最高。
二、芳療SPA消費者以女性所佔比例較高，年齡集中在21-40歲之間，學歷以大學以上居多，月收入以2萬到4萬居多。
三、多數人每年消費一至三次，每次療程時間以兩小時以內佔多數。療程金額以不超過兩千五百元較能被接受。多數人喜歡獨自一個人去做SPA。
四、在參與動機中以紓壓放鬆為主要動機。
五、嚐鮮享受族及健康養生族對芳療SPA會館之整體滿意度，在會館環境、療程價格、服務品質及精油品質皆為正向的。

Title of Thesis: A Case Study of SPA Consumers’ Behavior and Their Satisfaction of a SPA Clubhouse
Name of institute: Department of Statistics and Information Science, College of Management, Fu Jen Catholic University
Name of student: Sz-Mian Luo
Advisor: Bih-yih Ho
Total Pages:79
Key words: Aromatherapy, SPA

Abstract：
With the rising civilized and bustling modern life, the pressure and melancholy have become a common problem for city people. Looking for a more balanced human body and mind, a relaxation through SPA may provide a help. Therefore, to understand consumers’ behavior, reference and the demand of the market is an important topic. The main purpose of this research is to explore the SPA consumers’ behavior and their satisfaction. To investigate the populace to a typical SPA clubhouse, a total of 252 effective questionnaires have been collected. This study, firstly, examines the SPA consumer's population of joining the club, the factor of consideration, and how their satisfaction being affected. This research uses Likert Scale to measure consumer’s participating motivation, the factor of consideration, and the degree of satisfaction. Using Lifestyle Scale, this study divides customers into two categories, those for enjoying and for health concern. Conclusions and suggestions of the research are as followed: First, the customers are satisfied with the service provided by the SPA clubhouse examined, and the degree of satisfaction of the essential oil quality is the highest among others. Second, the SPA consumers are almost females, and concentrate at age between 21-40 years old, schooling the university above, and monthly income between 20,000 to 40,000. Third, most customers visit one to three times every year, and spend two hours for the treatment. They are most likely to afford the amount not surpassing 2500 NT dollars for the course of treatment. They like to go to SPA alone. Fourth, getting relief is the most important motivation for going. Fifth, bath categories of enjoying and health concern are satisfied with the whole process provided by Spa clubhouse, including the environment of the clubhouse, the price and the quality of service, and the quality of essential oil.

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