| Summary: | 碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 101 === Extant researches have generally addressed on the customer satisfaction issues from the service quality, neglecting aesthetics as a key factor in airline performance. Aesthetics has become the new criterion for competition since aviation industry now is facing severely competitive environment. This study explores the impact of aesthetics (atmospheres and aesthetic labor) on the performance of airlines. This study uses four constructs (finance, customer, internal process, and learning and growth) under the balanced scorecard (BSC) framework to measure the business performance of airlines. A total of 250 questionnaires are distributed to the airline managers, giving a response rate of 48.5%. Confirmatory factor analysis and structural equation model have then been performed. The findings show that airline atmospheres and aesthetic labor have significant influences on finance, customer, internal process, and learning and growth in terms of business performance from the BSC perspective. These findings could enable airline executives to gain insight to know how to increase business performance through aesthetics.
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