The Research Of Physical Attractiveness Of Service Staff On Customer-perceived Service Quality

Today,the service has been throughout every walk of life,and a higher requirement of service quality was expressed by the consumers at the same time.In addition,the beauty industry rises gradually accompanied with the development of society and upgrade of consumption,which may cause the raising requirement of seeking beauty and aesthetic psychology,and directly results in new requirements for services and service management.In recent years,the research on relationships in commercial activities have been a hot in the academic community,and how to successfully deal with the relationships between the stakeholders has become a core problem for the enterprises.In the previous studies,more attentions have been put on the relationship between salespeople and sales performance by the relative scholars.However,studies have been focused on relationship between the psychological reaction and service quality perception of customers influenced by the physical attractiveness of service staff Moreover,the relative studies on empirical analysis were even less.In this paper,the relevant theoretical literature on this study has been reviewed based on the practical and theoretical background,and the relevant hypotheses were put forward at the same time.In the other side,the relational model between physical attractiveness of service staff and the customer-perceived service quality has been established,meanwhile,the mechanism of the physical attractiveness of service staff on the influence of customer-perceived service quality have been studied.In the model at the same service scenario,the box of catering industry was set as the background,then,the customer-perceived service quality used as the result variable,the physical attractiveness of service staff set as independent variable,and the intervening variables were replaced by the likeability,joyful,perceived expertise and perceived trustworthiness.In this study,an experimental scheme was designed based on the methods of depth interviews and questionnaire surveys on the random customers,and the data collected from questionnaires were used for relative empirical analysis.At first,the descriptive statistics method was used to the analysis of sample results,then,the SPSS16.0 was mainly applied for reliability analysis and validity analysis,after that,the path coefficient analysis by AMOS17.0 was used to analyze the relationship between physical attractiveness of service staff and the customer-perceived service quality.The results demonstrated that the physical attractiveness of service staff has positive effect on customers-perceived service quality,and the attitude to the service staff(joyful,perceived expertise and perceived trustworthiness)provided by customers plays a partial intermediary role,which basically in accordance with the related hypothesis of this study.At last,the proper recommendations for enterprises were provided in this paper based on the results,and the limitations of this research and future direction were pointed out at the same time.