The Relationship Between Service Quality and Customer Satisfaction: Locus of Control of customer and Facial Attractiveness of sales as the Moderating Variable.

• Main Authors: Huang, Bao-Sen, 黃保森
• Other Authors: 林育理
• Format: Others
• Language: zh-TW
• Published: 103
• Online Access: http://ndltd.ncl.edu.tw/handle/36w75g

碩士 === 南台科技大學 === 企業管理系 === 102 === In today’s society, service industries have gradually become the mainstream. Thus, how to improve customer satisfaction has also become a critical issue. Among all the influential factors, service quality is the key. Customer satisfaction tends to vary from person to person according to every consumer’s taste. As a result, this study will also explore the effect customers’ locus of control has on customer satisfaction. In addition, nowadays people tend to judge others by their appearance, which makes physical attractiveness an indispensable element of the first impression. As service industry has close contact with consumers, we will take physical attractiveness into account in conducting the study. This study aims at researching into how consumers with various personalities and salespeople with different appearance influence service quality and customer satisfaction. We will provide the result for the industries for future references. We conducted a questionnaire survey titled “The Relationship Between Service Quality and Customer Satisfaction： Locus of Control of customer and Physical Attractiveness of sales as the Moderating Variable.” on consumers in Tainan, and 374 of them are valid questionnaires. The data we collected went through descriptive statistical analysis, reliability analysis, correlation analysis, regression analysis and hierarchical regression analysis via SPSS statistical software version 20. The results are as follows： 1. Service quality has a significant and positive impact on customer satisfaction. 2. Physical attractiveness of salespeople has a significant and positive impact on customer satisfaction. 3. Customers’ locus of control has a significant and positive impact on customer satisfaction. 4. Interference effect exists between physical attractiveness of salespeople and service quality as well as customer satisfaction. 5. Interference effect exists between customers’ locus of control and service quality as well as customer satisfaction. Key words： Service Quality、Customer Satisfaction、Locus of control、Physical Attractivene