Skin-care is characterized as a service because it is acted and performed via a person-to-person contact and the result of the service may or may not be found in the physical product. Based on a sample of 334 customers from thirty beauty-salons which offered skin-care services in Taiwan and by using SEM with AMOS statistics software as a test model and hypothesis, results found no significant evidence between customer value and satisfaction. However, the partial correlation of values and customer satisfaction would pass the construct validity test for service quality. Clearly found, service quality is a partial mediator between values and customer satisfaction which is indicating the appropriateness of using extended individual Psychological issues such as values to understand consumers’ thinking processes and to analyze customers’ expectation of the service quality design.
