台灣美容服務產業隨著經濟發展與生活型態的改變而不斷地在轉型，經營方向由過去美顏的區塊轉變成現今美容、美體與休閒舒壓放鬆兼具的部分。美容院不再只是提供臉部美容護膚的服務，更提供全身性的按摩與皮膚保養，而這樣的轉變使得美容服務的特性與以往有所不同。
　　相較於過去，美容服務除了高度強調一對一關係的服務特性外，現在更有著親密性強與服務傳遞時間長等特性。基於這些特性，使得美容服務人員在進行服務傳遞的過程中，扮演著額外重要的角色，因在長時間的服務過程中，顧客很容易察覺到服務人員各項特徵的表現，而留下深刻印象。從過去的研究亦可以發現，顧客在接受服務傳遞時，會重視服務人員的各項特徵以作為評價服務的依據，將影響顧客的滿意與否。而當顧客對代表企業的服務人員評價越高時，企業越能維持與顧客之間的長期關係。顯然美容院經營成敗的關鍵與服務人員所展現出的各項特徵息息相關，且是與顧客建立長期關係的關鍵性角色。因此，本研究試圖以關係品質的概念，來建構出適用於美容服務傳遞過程的關係品質模式，以探討顧客在接受美容服務的過程中，服務人員特徵對於關係品質與忠誠度的影響關係。
　　本研究以紙本問卷方式針對桃園市有美容消費經驗的顧客進行483人調查，共得有效問卷421份。經過資料分析後，本研究發現(1)同理心、禮貌性、專業、經驗等為美容服務傳遞人員重要之特徵，其中以專業最具代表性。(2)服務人員特徵會藉由服務人員關係品質進而影響到顧客忠誠度。(3)服務人員特徵對服務人員關係品質間的影響效果為所有路徑中的最高者。
　　根據本研究之研究發現對美容院提出相關建議，如人才的選拔上要選擇適合美容產業特性之人員、培養出有助於顧客關係建立的人員特徵、降低優良員工之離職率等，讓服務人員展現出適當之各項特徵，進而與顧客建立良好的關係品質，來換取顧客長期之忠誠度，將對於美容院的經營有所助益。

Because of the economic abundance and life styles improvement, the management direction of the Taiwan beauty services industry is constantly changing, transiting from simple facial beauty to extensive whole body makeup, as well as leisurely body relaxation massage. It means that beauty salon provides not only just a facial skin care service but also a whole body skin care, massage. Such a change makes the present beauty characteristics different from the past one.  
　　In addition to the intensive one-to-one service, being a standard in the past, the present beauty service emphasizes the characteristics of intimate customer-beautician interaction and the customer-oriented of long-term service. Consequently, the beauty service providers play an extra important role to entertain and serve the customers. Customers are usually sensitive and impressed to the characteristics of the beauty service providers during the long-term service.
　　Past research has found that customers will pay attention to the characteristics of the beauty service providers as criteria to evaluate the extent of service satisfaction.  As a usual, the beauty salon films are more able to maintain long-term relationships with customers when they acquire higher positive evaluation on the beauty service providers, who are just the constituent of the films. It is apparent that the characteristics of the beautician are the key to build long-term relationships with customers, as well as are closely related to the success of the beauty salon films. Thus, this research will take advantage of the concept of the Relationship Quality in order to establish one quality model, which is suitable to study the Relationship Quality of beauty service providing process. Further, the influence of the characteristics of the beauty service providers on the Relationship Quality and Loyalty is studied while customers are in the process of beauty service.
　　The paper questionnaires in this study include 421 valid copies, out of total 483 surveys, done on experienced grooming customers in Taoyuan. The analysis reveals (1) that the characteristics of empathy, politeness, professionalism, experience are the important to beauty service providers. The professionalism is the most criterion; (2) that the Service Providers’ Characteristics will affect the customer loyalty, by means of the Relationship Quality; and (3) that the Service Providers’ Characteristics is the most dominant factor to affect the service provider’s Relationship Quality.
　　This study gives beauty salon films some suggestions as follows: (1) to use suitable persons and then culture them to be beauticians, who have inherent characteristics of beauty service; (2) to culture those persons who are helpful to set up good customer relationship; as well as (3) to reduce the resign rate of good employees. To allow employees to show proper and adequate features, and then establish a good Relationship Quality with customers, in exchange for the long-term customer loyalty. These actions will be helpful for the operation of beauty salons.

目錄
目錄	I
表目錄	III
圖目錄	V
第一章 緒論	1
1.1 研究背景與動機	1
1.2 研究目的	5
1.3 研究流程	6
第二章 文獻探討	7
2.1 服務人員特徵	7
2.2 關係品質	14
2.3 顧客忠誠度	24
2.4 服務人員特徵、關係品質、顧客忠誠度之關係	30
2.5 美容服務產業介紹	35
第三章 研究方法	43
3.1 研究架構	43
3.2 研究假說	44
3.3 研究變數之操作性定義與衡量方式	47
3.4 研究設計	52
3.5 資料分析方式	54
第四章 資料分析	56
4.1樣本之敘述性統計分析	56
4.2各構面之敘述性統計分析	58
4.3相關分析	61
4.4結構方程模式分析	62
4.5 假說檢定結果與討論	74
第五章 結論與建議	76
5.1研究結論	76
5.2管理意涵與研究貢獻	77
5.3研究限制與建議	80
參考文獻	81
附錄	95

表目錄
表2-1關係品質的定義	16
表2-2關係品質的構面	17
表2-3顧客忠誠度的定義	24
表2-4顧客忠誠度的衡量方式	27
表2-5美容服務產業之分類	35
表2-6一般坊間專業美容沙龍保養課程內容與療效	38
表3-1服務人員特徵之衡量問項表	49
表3-2服務人員關係品質之衡量問項表	50
表3-3對服務人員之忠誠之衡量問項表	51
表3-4對公司之忠誠之衡量問項表	51
表3-5各構面之前測信度分析結果	53
表4-1樣本資料統計	57
表4-2受訪者至美容院的消費現況分析	58
表4-3服務人員特徵之敘述統計分析	59
表4-4服務人員關係品質之敘述統計分析	60
表4-5服務人員忠誠度之敘述統計分析	61
表4-6各構面之相關分析結果	62
表4-7服務人員特徵之驗證性因素分析結果	64
表4-8服務人員關係品質之驗證性因素分析結果	65
表4-9顧客忠誠度之驗證性因素分析結果	66
表4-10各構面之區別效度	66
表4-11服務人員特徵之區別效度	67
表4-12服務人員關係品質之區別效度	67
表4-13配適度指標說明	68
表4-14整體模式配適度檢定結果	69
表4-15結構方程模式路徑分析與假說驗證結果表	70
表4-16衡量變項之解釋力	71
表4-17服務人員關係品質之中介效果檢驗結果	71
表4-18「經營型態」的個別群組配適度檢測	73
表4-19不同「經營型態」的非限定與限定模式比較	74
表4-20假說檢定結果	75

圖目錄
圖2-1Gronroos(1990)服務傳遞系統	8
圖2-2Surprenant, Solomon and Czepiel(1985)服務接觸模型	9
圖2-3Crosby, Evans and Cowles(1990)關係品質模式	20
圖2-4Lagace, Dahlstrom and Gassenheimer(1991)關係品質模式	21
圖2-5Kim and Cha (2002)關係品質模式	22
圖2-6Rauyruen and Miller(2007)關係品質模式	23
圖2-7臉部美容服務傳遞流程	39
圖3-1研究架構圖	43
圖4-1模式之路徑分析圖	69

一、中文部分
吳仕芸(2007)。美容沙龍業之顧客忠誠度分析。國立東華大學企業管理學系碩士論文。
吳明隆(2009)。結構方程模式：Amos的操作與應用，五南出版社，台北。
呂明鳳、裴文(2002)。美容服務業發展關係行銷之研究。美容科技學刊。1(1)，165-202。
嚴文俊(2013)。消費者護膚保養體驗價值之研究：以連鎖性與個人工作室之美容護膚沙龍為例。淡江大學企業管理學系碩士在職專班,碩士論文。
崔萱(2015)。伴手禮商店品牌形象、顧客滿意度及顧客忠誠度關係之研究—以依蕾特為例。國立臺灣大學農業經濟學研究所碩士論文。
廖阡雅(2015)。服務品質、知覺價值、顧客滿意度與顧客忠誠度關係之研究—以美容spa市場為例。南華大學企業管理學系管理科學碩士班碩士論文。
張晉鑾(2011)。探討美容業之感官行銷與美容師推銷行為對顧客滿意度之影響。淡江大學全球華商經營管理數位學習碩士在職專班碩士論文。
方世榮。(2002)。關係價值、關係品質與忠誠度之探討-零售銀行業的實證研究。管理學報。
曾孟雀(2011)。美容業之品牌形象、顧客關係品質與忠誠度關係之研究。國立高雄師範大學成人教育研究所碩士論文。
曾俊明(2007)。台灣專業美容業西進中國之研究。國立暨南國際大學國際企業學系碩士論文。
李姿穎(2012)。美容美體從業人員工作特性與工作後果之關聯—情緒耗竭的中介效果。亞洲大學經營管理學系碩士班碩士論文。
林怡君(2010)。服務人員特質、關係品質與顧客行為意圖關係之研究。中國文化大學國際企業管理研究所博士論文。
林振順(1990)。連鎖店主持人特質、策略選擇、績效關係之研究-以餐飲業為例。台灣大學商學研究所碩士論文。
林祐群(2011)。促銷效果、廣告效果與顧客忠誠度之關係：以全聯福利中心為例。 國立臺灣大學農業經濟學研究所碩士論文。
王居卿(1993)。服務業的整合性分類模式之建構：策略上的觀點。國立臺灣大學商學研究所博士論文。
王秀如(2011)。國內券商之關係品質、顧客滿意度、顧客忠誠度之研究。國立臺灣大學財務金融學研究所碩士論文。
王雅芸(2014)。金融業服務品質與顧客滿意度對顧客忠誠度之影響。國立臺灣大學農業經濟學研究所碩士論文。
蔡宜容(2003)。美容從業人員教育訓練與生涯發展。國立中正大學勞工研究所碩士論文。
行政院主計處(2009)。女性勞動力的崛起。
陳冠廷(2010)。高雄縣市美容護膚spa服務接觸與顧客滿意度關係之研究。國立高雄師範大學成人教育研究所碩士論文。
陳妍君(2003)。探索通往心靈的消費-Spa。國立政治大學廣告學系碩士班碩士論文。
陳宇婷(2011)。「信任關係」的重新思考：spa美容師的關係建構與行動意義。國立政治大學社會學研究所碩士論文。
陳思伶(2007)。關係品質對顧客忠誠度之影響-以消費性電子產品為例。國立臺灣大學商學研究所碩士論文。
陳昱程(2014)。體驗行銷、顧客滿意度與顧客忠誠度關係之探討—以中部鳳梨酥店家為例。國立臺灣大學農業經濟學研究所碩士論文。
陳錦華(2009)。美容美體產業競爭優勢之研究-以國內美容美體業為例。國立東華大學企業管理學系碩士班碩士論文。
陳麗文、林俊成(2007)。美容業創業理論分析之探討。美容科技學刊，4(2)，103-112。
陳益民(2007)。美容休閒業，工作大贏家。11月，25-29，行政院勞工委員會職業訓練局，台北。
黃美月(1989)。皮膚與美容，聯經出版社，台北。
黃鳳英(2011)。體驗行銷、體驗價值及顧客行為意圖之研究。中國文化大學國際企業管理研究所碩士論文。
葉惠娟、賴明玲、唐慧君、董正玫(2009)。美麗產業新世界：透視台灣生活者的美麗風貌及服務商機。台北市：工研院產經中心；資策會市場中心。
二、英文部分
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143. 
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. The Journal of Marketing, 54(1), 42-58. 
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. 
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141. 
Bauer, H. H., Grether, M., & Leach, M. (2002). Building customer relations over the internet. Industrial Marketing Management, 31(2), 155-163. 
Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E. and Lee, J. (1996). Customer-sales associate retail relationships. Journal of Retailing, 72(3), 223-247. 
Bebko, C. P. (2001). Service encounter problems: which service providers are more likely to be blamed. Journal of Service Marketing, 15(6), 480-495
Berry, L. L. (1983). Relationship Marketing, in Berry, L. L., Shostack, G. L. and Upan, G. D. (eds), Emerging Perspectives on Services Marketing, Chicago, American Marketing Association, 25-38.
Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. 
Bettencourt, L. A., & Gwinner, K. (1996). Customization of the service experience: The role of the frontline employee. International Journal of Service Industry Management, 7(2), 3-20. 
Bhote, K. R. (1996). Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability, American Management Association, New York, NY.
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. The Journal of Marketing, 69-82. 
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. The Journal of Marketing, 54(1), 71-84. 
Bolton, R. N. (1998). A dynamic model of the duration of the customer's relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17(1), 45-65. 
Bove, L. L., & Johnson, L. W. (2000). A customer-service worker relationship model. International Journal of Service Industry Management, 11(5), 491-511. 
Brown, C. S., & Sulzer-Azaroff, B. (1994). An assessment of the relationship between customer satisfaction and service friendliness. Journal of Organizational Behavior Management, 14(2), 55-75. 
Carlzon, J. (1987). Moments of Truth, Ballinger Publishing Co., Cambridge.
Chandon, J., Leo, P., & Philippe, J. (1997). Service encounter dimensions-a dyadic perspective: Measuring the dimensions of service encounters as perceived by customers and personnel. International Journal of Service Industry Management, 8(1), 65-86. 
Chase, R. B. (1978). Where does the customer fit in a service operation? Harvard Business Review, 56(6), 137-142. 
Cheung, G.W. & Rensvold, R.B. (2002). Evaluating Goodness-of-Fit Indexes for Testing Measurement Invariance, Structural Equation Modeling, 9(2), 233-255
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Mahwah, NJ: Lawrence Erlbaum Associates.
Coulter, K. S., & Coulter, R. A. (2002). Determinants of trust in a service provider: The moderating role of length of relationship. Journal of Services Marketing, 16(1), 35-50. 
Crane, F., & Lynch, J. (1988). Consumer selection of physicians and dentists: An examination of choice criteria and cue usage. Journal of Health Care Marketing, 8(3), 16-19. 
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. The Journal of Marketing, 54(3), 68-81. 
Crosby, L. A., & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404-411. 
De Ruyter, K., & Wetzels, M. G. (2000). The impact of perceived listening behavior in voice-to-voice service encounters. Journal of Service Research, 2(3), 276-284. 
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. 
Drollinger, T., & Comer, L. B. (2012). Salesperson's listening ability as an antecedent to relationship selling. Journal of Business and Industrial Marketing, 28(1), 50-59. 
Dwyer, F. R., & LaGace, R. R. (1986). On the nature and role of buyer-seller trust. Paper presented at the AMA Summer Educators Conference Proceedings, 40-45. 
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The Journal of Marketing, 51(2), 11-27. 
Evans, J. R., & Laskin, R. L. (1994). The relationship marketing process: A conceptualization and application. Industrial Marketing Management, 23(5), 439-452. 
Eiglier, P., & Langeard, E. (1987), Servuction. Le Marketing des Services, Paris, McGraw-Hill.
Evans, M. J., O'Malley, L., & Patterson, M. A. (2004). Exploring direct and relationship marketing, Cengage Learning, EMEA.
Fang, S. (2002). An emperical study on relationship value, relationship quality and loyalty for retailing bank industry. J Manag, 19, 1097-1130. 
Farrell, A. M., Souchon, A. L. & Durden, G. R. (2001). Service encounter conceptualisation: employees' service behaviours and customers' service quality perceptions. Journal of Marketing Management, 17(5/6), 577-593.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 63(2), 70-87. 
Goff, B. G., Boles, J. S., Bellenger, D. N., & Stojack, C. (1997). The influence of salesperson selling behaviors on customer satisfaction with products. Journal of Retailing, 73(2), 171-183. 
Griffin, J. (1995). Customer loyalty: How to Earn it, How to Keep it, Lexington Books, New York, NY.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4-6), 509-514. 
Grönroos, C. (2000), Service Management and Marketing: A Customer Relationship Management Approach (2nd ed.), John Wiley & Sons, Ltd
Grönroos, C. (2004). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business and Industrial Marketing, 19(2), 99-113. 
Gronroos, C. (1990). Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface. Journal of Business Research, January: 5-8.
Grossbart, S., Hampton, R., Rammohan, B., & Lapidus, R. S. (1990). Environmental dispositions and customer response to store atmospherics. Journal of Business Research, 21(3), 225-241. 
Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets. International Business Review, 4(4), 447-469. 
Guerrier, Y. & Margaret, D. (1998). Research in hospitality human resource management and organizational behaviour. International Journal of Hospitality Management, 17(2), 145-160.
Gummesson, E. (1987). Lip service-a neglected area in services marketing. Journal of Services Marketing, 1(1), 19-23. 
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate data analysis (Vol.6): Pearson Prentice Hall Upper Saddle River, NJ.
Hakim, C. (2010). Erotic capital. European Sociological Review, 26(5), 499-518. 
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes an integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247. 
Hennig-Thurau, T., & Hansen, U. (2000). Relationship marketing-Some reflections on the state-of-the-art of the relational concept. Relationship marketing (pp. 3-27) Springer.
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology and Marketing, 14(8), 737-764. 
Hrebiniak, L. G. (1974). Effects of job level and participation on employee attitudes and perceptions of influence. Academy of Management Journal, 17(4), 649-662. 
Iacobucci, D., & Ostrom, A. (1993). Gender differences in the impact of core and relational aspects of services on the evaluation of service encounters. Journal of Consumer Psychology, 2(3), 257-286. 
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management.
Jayawardhena, C., Souchon, A. L., Farrell, A. M., & Glanville, K. (2007). Outcomes of service encounter quality in a business-to-business context. Industrial Marketing Management, 36(5), 575-588. 
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect, Haruard Business Review, November-December, 88-99.
Joreskog, K. G. & Sorbom, D. (1996), LISREL 8: User's Reference Guide. Chicago, IL: Scientific Software.
Keating, B., Rugimbana, R., & Quazi, A. (2003). Differentiating between service quality and relationship quality in cyberspace. Managing Service Quality: An International Journal, 13(3), 217-232. 
Kennedy, M. S., Ferrell, L. K., & LeClair, D. T. (2001). Consumers' trust of salesperson and manufacturer: An empirical study. Journal of Business Research, 51(1), 73-86. 
Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management, 21(4), 321-338. 
Kim, W. G., Han, J. S., & Lee, E. (2001). Effects of relationship marketing on repeat purchase and word of mouth. Journal of Hospitality and Tourism Research, 25(3), 272-288. 
Kotler, P. (2003). Marketing management. 11th ed.
Kumar, N., Scheer, L. K., & Steenkamp, J. E. (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32(1), 54-65. 
Lagace, R. R., Dahlstrom, R., & Gassenheimer, J. B. (1991). The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry. Journal of Personal Selling and Sales Management, 11(4), 39-47. 
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311. 
Lamont, L. M., & Lundstrom, W. J. (1977). Identifying successful industrial salesmen by personality and personal characteristics. Journal of Marketing Research, 14(4), 517-529. 
Lee, M., & Cunningham, L. F. (2001). A cost/benefit approach to understanding service loyalty. Journal of Services Marketing, 15(2), 113-130. 
Lemmink, J., & Mattsson, J. (2002). Employee behavior, feelings of warmth and customer perception in service encounters. International Journal of Retail and Distribution Management, 30(1), 18-33. 
Levitt, T., (1986). The Marketing Imagination, New York, NY: The Free Press.
Macintosh, G., & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497. 
McGinnies, E., & Ward, C. D. (1980). Better liked than right trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467-472. 
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. The Journal of Marketing, 81-101. 
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38. 
Mowday, R. T., Porter, L. W., & Steers, R. M. (2013). Employee-organization linkage. The Psychology of Commitment Absenteism, and Turn Over. New York: Academic Pres.
Nunnally, J. C. (1978). Psychometric theory, New York, McGraw-Hill, 678-685.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, New York, McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63(2), 33-44.
Odekerken-Schröder, G., De Wulf, K., & Schumacher, P. (2003). Strengthening outcomes of retailer–consumer relationships: The dual impact of relationship marketing tactics and consumer personality. Journal of Business Research, 56(3), 177-190. 
Oly Ndubisi, N. (2007). Relationship marketing and customer loyalty. Marketing Intelligence and Planning, 25(1), 98-106. 
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(4), 41-50. 
Peltier, J. W., & Westfall, J. (2000). Dissecting the HMO-benefits managers relationship: What to measure and why. Marketing Health Services, 20(2), 4. 
Prus, A., & Brandt, D. R. (1995). Understanding your customers. Marketing Tools, 2(5), 10-14. 
Raajpoot, N. (2004). Reconceptualizing service encounter quality in a non-western context. Journal of Service Research, 7(2), 181-201. 
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21-31. 
Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169-196. 
Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253-1260. 
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35. 
Shamdasani, P. N., & Balakrishnan, A. A. (2000). Determinants of relationship quality and loyalty in personalized services. Asia Pacific Journal of Management, 17(3), 399-422. 
Sharma, N., & Patterson, P. G. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, 13(2), 151-170. 
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167. 
Smith, J. B. (1998). Buyer-seller relationships: Similarity, relationship management, and quality. Psychology and Marketing, 15(1), 3-21. 
Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: The service encounter. The Journal of Marketing, 49, 99-111. 
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50. 
Stauss, B., & Mang, P. (1999). Culture shocks in inter-cultural service encounters. Journal of Services Marketing, 13(4/5), 329-346. 
Stum, D. L., & Thiry, A. (1991). Building customer loyalty. Training and Development Journal, 45(4), 34-36. 
Surprenant, C.F., Solomon, M. R., & Czepiel, J. A. (1985). The Service Encounter. New York University: Lexington Books.
Swartz, T. A., & Brown, S. W. (1989). Consumer and provider expectations and experiences in evaluating professional service quality. Journal of the Academy of Marketing Science, 17(2), 189-195. 
Torkzadeh, G., Koufteros, X., & Pflughoeft K. (2003). Confirmatory analysis of computer self-efficacy. Structural Equation Modeling, 10(2), 263-275.
Turel, O., & Serenko, A. (2006). Satisfaction with mobile services in canada: An empirical investigation. Telecommunications Policy, 30(5), 314-331. 
Walker, J. L. (1995). Service Encounter Satisfaction: Conceptualized. Journal of Service Marketing, 9(1), 5-14
Walter, A., Müller, T. A., Helfert, G., & Ritter, T. (2003). Functions of industrial supplier relationships and their impact on relationship quality. Industrial Marketing Management, 32(2), 159-169. 
Wilson, D. T. (1995). An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science, 23(4), 335-345. 
Winsted, K. F. (1993). Service encounter dimensions: A cross-cultural analysis. (Ph.D., University of Colorado at Boulder). ProQuest Dissertations and Theses. 
Winsted, K. F. (2000). Service behaviors that lead to satisfied customers. European Journal of Marketing, 34(3/4), 399-417. 
Wolf, N. (2002). The beauty myth: How image of beauty against women. New York: Perennial. 
Wong, A., & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Services Marketing, 17(5), 495-513.
Wray, B., Palmer, A., & Bejou, D. (1994). Using neural network analysis to evaluate buyer-seller relationships. European Journal of Marketing, 28(10), 32-48. 
Wulf, K. D., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4), 33-50. 
Yasin M. M. & Yavas, U. (1999). Enhancing Customer Orientation of Service Delivery Systems: An Integrative Framework. Managing service quality, 9(3), 198-203
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(2), 31-46. 
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. New York: Macmillan, Free Press; London: Collier Macmillan.
Zikmund, W.G., McLeod, R., & Gilbert, F.W. (2003). Customer Relationship Management: Integrating Marketing Strategy and Information Technology, Wiley, Hoboken, NJ.