| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 98 === Previous researches pointed out that the stereotype of physical attractiveness has an impact on the customers’ positive affectivity and their perception of the service, causing them to experience social comparison process and therefore generating negative affectivity. Thus, this research takes the perception of service quality as the mediator variable, examing the correlation between the physical attractiveness of doctors and nurses, patients’ perception of the service quality and their satisfaction. This research adopts purposive sampling, and the subjects are the outpatients of three dermatological clinics in Taichung County with 272 effective samples. The research concludes: 1. The physical attractiveness of the doctors has an obvious and positive impact on the patients’ satisfaction, while the impact of the nurses’ physical attraction is much less obvious. 2. The physical attractiveness of the doctors and nurses, through the patients’ perception of service quality, has mediating effects on the patients’ satisfaction. 3. Patients’ satisfaction is higher in high physical attractiveness group than in low physical attractiveness group. 4. The influence of nurses’ physical attractiveness on the patients’ perception of service quality and satisfaction level differs and depends on the physical attractiveness of the doctors. 5. The influence of doctors’ physical attractiveness on the patients’ perception of service quality and satisfaction level differs and depends on the gender of the patients. Since the patients have different expectations for the appearance of the medical staff, the importance of their appearance should be taken into consideration of the perception of the patient. Furthermore, less physically attractive doctors should work with highly physically attractive nurses to improve the patients’ perception of service quality and boost their satisfaction.
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