Looking Good? Good-looking?A Comparison Gap of Aesthetic Labor of Chain Service Industry Cross-Strait: Taiwan vs. China

• Main Authors: Yang, Chien-Tzu, 楊倩姿
• Other Authors: Wang, Kuo-Ching
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/m686xp

博士 === 國立臺灣師範大學 === 人類發展與家庭學系 === 103 === Nowadays, the Chain service industry has encountered a more complex and competitive challenge to fulfill the need of customers than ever. It is an important topic on how to provide a satisfactory service and to attract the return of customers, and employees are crucial to represent the image and the public reputation of an enterprise. The global arrangement of catering industry needs to cooperate and adjust with the local culture. The proper appearance influences job competence, company’s expectation and appeal to customers, and is also an invisible standard to select an employee. However, researchers rarely discussed about the topic of Aesthetic Labor in the past. Therefore, this study integrates qualitative and quantitative approaches to explore the influences of Aesthetic Labor perception deeply and to develop a reliable and valid measurable scale. First, 6 professionals were interviewed and an exploratory factor analysis was performed by investigating 462 consumer. Through content analysis, the Aesthetic Labor perception were identified and then classified into three aspects: aesthetic qualities, etiquette condition and aesthetic appeal. The second stage is to collect the questionnaires of 301 consumers in China to compare the impact of aesthetic labor perception on customer’s satisfaction and behavioral intention between cross-strait consumers in chain catering industry by confirmatory factor analysis. In conclusion, this study constructs a standard scale for aesthetic labor perception, and aims at exploring how the pre-existing factors of employees’ job performance and promotion affect the perception of organization and individuals. It provides a brand-new direction of recruitment for supervisors and organization, and a reference material for cross-strait chain catering industry to plan and manage the human resources. Moreover, it contributes several management implications and suggestions to future researches in the catering industry