美容市場競爭激烈，如何增加顧客忠誠度已成為美容經營上的課題。本文利用Structural Equational Modelings (SEM)模式驗證體驗行銷與服務品質對顧客終身價值之影響。發現：體驗行銷與服務品質二個變項對顧客終身價值呈顯著性正相關(模型配適度：GFI>0.9，RMR:< 0.05；p<0.001)。體驗行銷與服務品質之各個構面對顧客終身價值之五個構面均呈顯著正相關(模型配適度：GFI:0.87，RMR: 0.01，RMSEA: 0.1；p<0.001)。因此，提升體驗行銷與服務品質來滿足顧客需求，可提供美容經營的參考。

ty of the customers has become an important issue. The purpose of current study is to verify the effects of the experiential marketing and service quality on customer lifetime value by using the Structural Equational Modelings (SEM). We observed statistically significant positive correlations between the two scales of experiential marketing and service quality on the scale of customer lifetime value (Model fitting index：GFI>0.9，RMR:< 0.05；p<0.001). Furthermore, statistically significant positive correlations were obtained between the intrinsic items of the two scales and the five items of the scale of customer lifetime value (Model fitting index：GFI:0.87，RMR: 0.01，RMSEA: 0.1；p<0.001). Therefore, the promotion of the experiential marketing and service quality could be a reference guide to meet the demands of the customers in beauty marketing.