美妝業者如何應用擴增實境來增進服務品質： 以B品牌為例

Abstract

以全球第一大美妝集團萊雅集團LO’real Group 2016年財報數據顯示，全球化妝品市場規模達2,195億美元，且近十年來全球化妝品市場呈現一穩定的增長；隨著全球國家發展的成長曲線，人均GDP的提升加速化妝品市場的需求跟著提升，至今仍以每年維持約4%左右的成長水平，是個不可小覷的產業。消費者的化妝品使用習慣也逐漸養成，社群媒體的傳播以及男性消費者增加，在在都為保養品市場注入能量不斷擴展。2018年三月，全球第一大化妝品集團萊雅LO’real Group宣布收購加拿大美妝數位技術公司ModiFace所有股份，此次收購被視為是加速數字化戰略的一部分。ModiFace致力於將擴增實境（Augmented Reality, AR）及人工智能技術(Artificial Intelligence, AI)應用於美妝行業，萊雅集團希望透過此次收購將ModiFace最具創新性的技術應用到旗下34個國際品牌的美妝體驗中。 而在美妝產業中，尤其是專櫃品牌通路，服務品質更是品牌生存非常重要的一環。目前專櫃品牌能直接提供服務的橋樑多只能依賴專櫃上的美容顧問；因此本研究藉由 PZB SERVQUAL服務品質量表之五大構面(可靠性、有形性、反應性、保證性、關懷性)以及二十二個屬性，透過訪談萊雅集團旗下B品牌之一線主管與消費者，找出AR科技提升服務品質的要點，並藉此提出行銷策略上之建議。

The growing global economy in recent years has tremendously nourished the development of the cosmetic industry According to 2016 finacial report of LO’real Group, the largest cosmetic group in the world, the business scale of global cosmetic market has reached 219.5billions US dollars, with a steady yearly growth rate of 4% over the past decade. Moreover, the emergence of social media and increasing number of male consumers further contribute to the expansion of the cosmetic industry. In March 2018, LO’real group merged the Canadian-based digital company, Modiface. This merge was regarded as a strategy to expand its digitalization territory. Modiface has devoted to Augmented Reality (AR）and Artificial Intelligence (AI) fields especially in cosmetic industry. Through this merge, LO’real group will apply this technology to its 34 brands in the near future. In cosmetic market, especially for counter brands, the quality of service is the key to maintain its customers with the brands. Even though beauty advisors have been the main source to affect customer perceptions for counter brands, the application and addition of AR to service delivery will influence the perceived quality of services. Via interviewing managers and customers of brand B within LO’real group, this research attempts to explore how AR enhances service quality in the cosmetic industry. Managerial implications and suggesitons for future marketing strategies are then discussed.