髮型、髮色對顧客認知櫃檯女性員工專業程度、外表吸引力與飯店形象影響之研究

Abstract

本研究之目的為探討飯店櫃檯女性員工髮型與髮色是否透過顧客認知員工專業程度與認知外表吸引力影響飯店形象。本研究採用之研究方法為實驗法，並透過問卷發放進行研究。研究工具為認知員工專業程度量表、認知外表吸引力量表與飯店形象量表。以光臨過五星級飯店之顧客作為研究對象。分析方法將使用SPSS 22.0進行統計分析，包括描述性統計分析、皮爾遜積差相關分析、二因子變異數分析，與階層迴歸分析。研究結果發現，在髮型的部分，消費者對於包髮髮型員工的認知員工專業程度與飯店形象顯著高於散髮髮型的員工；在髮色的部分，消費者對於黑髮髮色員工的認知員工專業程度與飯店形象顯著高於染髮髮色。另外，認知員工專業程度會透過女性員工的髮型影響到飯店形象。因此，研究建議為飯店櫃檯女性員工應採取包髮髮型與黑髮髮色，以提升其認知員工專業程度，進而提升飯店形象。

This study was designed to investigate the influence of the hairstyle and hair color of female front-desk employees on employee professionalism, physical attractiveness, and hotel image. Experimental Method was used in this study. The study was designed by 2×2 factors. There were 4 fictitious scenarios of the questionnaires which were sent to respondents randomly. There were 480 copies questionnaires sent out, and 439 valid questionnaires were collected; the effective rate is 91.5%. The objects of this study were people who have visited five-stars hotels within a year. Data was analyzed by SPSS 22.0. The results indicated that, first, when the female employee wore a bun hairstyle and black hair color, she received better perception of her professionalism than when she wore natural hairstyle and brown hair color. Second, when the female employee wore a natural hairstyle, she received better perception of her physical attractiveness than when she wore bun hairstyle. Third, when the female employee wore a bun hairstyle and black hair color, the hotel she worked in received better perception from the customers than when she wore natural hairstyle and brown hair color. In the end, for hoteliers, this research suggested that bun hairstyle and black hair color are good choices for front-desk female employees to raise the image of hotels and the professionalism of employees.