Aesthetic Labor, Positive Affect and Word of Mouth Communication：An Example of Taiwan Xinyi Boutique Brands

• Main Authors: HUANG,XIN-YI, 黃心怡
• Other Authors: YANG,BIN-CAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/65eyac

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 107 === Nowadays, the competition in the service industry is becoming increasingly fierce. The first-line service personnel are the bridge between the company and the customers. More and more companies are conveying the service and the image of the company through the aesthetic services of the first-line service personnel.Therefore, the aesthetic service is in the business operation. It has an important position to play.This study will be based on the brand of store cabinets in the department store of Xinyi Planning Area: Gucci, Chanel, Dior shopping or purchase of customer customers, in order to facilitate the sampling method take an anonymous academic research questionnaire, the information only For statistical analysis, it is expected to issue 500 copies and 320 valid questionnaires. In this way, the relationship between aesthetic services, positive emotions and word-of-mouth communication is clarified. The results of the study show that aesthetic labor will influence word of mouth through positive emotions.