Paper Title
RELATIONSHIPS AMONG NAIL ART CONSUMERS’PERCEPTIONS, SERVICE QUALITY, AND SERVICE VALUE

Abstract
Abstract - This study aimed to identify the relationships among nail art consumers' perceptions, service quality, and service value in Taiwan by analyzing 793 consumer questionnaires. The findings suggested that nail salon operators should: (1) understand the differences in perceptions, service quality, and service value among their customers with different demographics and consumption experiences, (2) focus on educating and promoting nail art to consumers to consolidate the existing customer base and to further develop and expand the nail art market, (3) and regularly educate consumers about nail art and improve service quality and service value to justify the price and sustain the business. Keywords - Nail Art, Consumer Perceptions, Service Quality, Service Value.