服務人員外表吸引力對再購意願與顧客滿意度關係研究—服務內容的影響

Does Service Quality Matter? An Experiment of the Effect of Waiters’ Physical Attractiveness on Customer Satisfaction and Repurchase Intention

鄭羽峻(Yu-Jyun Cheng)

指導教授 ： 李明彥

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700488

摘要

在現今社會，時常能在電視新聞或是網路媒體上看到有關帥哥、美女的訊息出現，不論事情為何，只要跟帥哥或美女有關，必能造就廣大迴響，主要原因可能是人們對美的事物十分憧憬。根據光環效應，人們若是被某一特定人物外表所吸引，就容易賦予該人物正面的印象評價，許多餐飲業者也紛紛注意到人們愛看美的習性，因此常看到業者利用外表具高度吸引力的服務人員做為宣傳，雖然看似正確手段，但在服務至上的服務業裡，如何服務顧客應該仍是最重要的一環。因此本研究利用準實驗設計量化研究，發現服務人員的外表吸引力是會正向影響顧客的再購意願與顧客滿意度，然而服務人員的服務是無法干擾服務人員外表吸引力對顧客的再購意願與顧客滿意度的正向關係。

關鍵字

外表吸引力；再購意願；顧客滿意度；服務

並列摘要

Nowadays, we can often see on TV news or Internet media about the handsome and beauty, no matter what happened, as long as it is the handsome and beauty, will arise echoes, perhaps because people are longing for beauty. According to the Halo Effect, if people are attracted by a particular appearance, they always have a positive impression on the character. Many restaurants noticed that people love to see the beautiful things, so they often use highly attractive service staff as propaganda means, although this seems like a correct method, how to service customers is still one of the most important means in the service-oriented industry. Therefore this study used a Quasi-Experimental Design quantitative research, and found that service personnel's physical attractiveness may have a positive effect on repurchase intention and customer satisfaction, however, the service of service personnel cannot influence the positive relationship between the service personnel physical attractiveness between repurchase intention and customer satisfaction.

並列關鍵字

Physical attractiveness ； Repurchase intention ； Customer satisfaction ； Service

參考文獻

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