本研究雖在過程中力求嚴謹，但因礙於時間以及成本有限之情況下，尚有許多 進步空間，未來的研究可由下列方向進行探討：
一、 本研究將樣本對象鎖定在臺灣的航空公司，並使用立意抽樣及滾雪球抽樣 法進行問卷回收。建議後續相關研究者可使用其他抽樣方式以進一步探討其他 地區的航空產業，甚至比較東方、西方文化差異的比較，藉此有更精闢的結論。
二、 本文深入地探討氣氛美學和美學勞務在經營績效的影響，也帶出另一個更 複雜的議題—體驗經濟 (Pine & Gilmore, 1999) 。建議未來研究學者，可加入 相關的控制變數，來衡量各構面之間的關係。
三、 本文為首次運用平衡計分卡，進行航空業美學對經營績效各構面影響的量 化研究。平衡計分卡是完整的整體績效評估系統，建議未來研究者也可以運用 平衡計分卡，推導至具有美學特性密集的產業如：旅館、餐廳等，擬可進行另 一績效評估之研究。
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附錄一
The interior design was visually appealing.
非
The exterior design was visually appealing.
構
The table setting was pleasing.
非
The decorations were visually appealing.
非
The background music was pleasant.
非
The scent of the Korean restaurant was pleasing.
The lighting created a comfortable atmosphere.
The colors used in the restaurant created a welcome atmosphere.
非
構
The facility layout was easy to move around.
The restaurant was clean.
非
The server’s uniform was clean.
非
Staff wear a uniform which fits the corporate image
非常
Do both male and female staffs have to wear a uniform?
非常
Is the uniform:
A standard uniform purchased by the company from a uniform supplier
非常
構
Does the company have a dress code which employees must follow?
非常 Which of the following does the code include? Hair style and length
非 Which of the following does the code include?
Make up and/or personal grooming
非
Which of the following does the code include?
Rules for general tidiness/personal hygiene 非常
Does the dress code apply to both male and female staff?
非
Are employees given an allowance towards clothes worn at work?
非
構
What is the policy regarding?
Facial and body jewellery
非常
What is the policy regarding?
Visible tattoos
非常
Would staff be disciplined for not conforming to dress codes?
非常
Overall how important is the appearance of customer facing staff to the success of the business?
Training of coaching on what to say is provided
構
Reduce total cost of the company
非
Reduce unexpected losses
非
Increase sales growth rate
非
Increase return on assets
非
Increase net profit margin
非
Satisfy needs of various types of customers 非
構
Increase customer intention to purchase
非
Increase customer satisfaction
非
Increase market share
非
Increase operating efficiency
非
Reduce customer complaint
非
Improve the ability to retain old customers 非
構
Improve the ability to confirm target customers
Improve employee’s problem-solving ability
Improve employee’s service quality
非
Improve employee’s intention to learn
非
Effectively promote corporate culture
非
第二部分：個人基本資料
附錄二
(The interior design was visually appealing.)
8 0 0 適用
2.我覺得我們公司飛機的外部設 計具美感與吸引力
(The exterior design was visually appealing.)
8 0 0 適用
3.我覺得我們機上做餐時的餐桌 擺設美觀得宜
(The table setting was pleasing.)
3 0 5
(The decorations were visually appealing.)
6 0 2 建議：將「裝飾」改為「擺飾」。
5.我覺得我們公司為乘客提供了 好聽的背景音樂
(The background music was pleasant.)
8 0 0 適用
6.我覺得我們機上的味道是讓人 舒服愉悅的
(The scent of the company was pleasing.)
(The lighting created a comfortable atmosphere.)
8 0 0 適用
8 我覺得我們機艙內使用的色調 營造了溫暖歡迎的氛圍。
(The colors used in the restaurant created a welcome atmosphere.)
8 0 0
適用
9. 我覺得機艙內的擺設安排仍 能讓人自在的活動
(The facility layout was easy to move around.)
6 0 2 修
建議：即使機艙內空間有限，但我們 的空間安排仍能讓人自在的活動
構
(The company was clean.)
7
(The server’s uniform was clean.)
8 0 0 適用 12.我們組員穿的制服可以符合
企業形象
(Staff wear a uniform which fits the corporate image.)
8 0 0 have to wear a uniform?)
8 0 0 適用
14.我們公司的組員制服是統一 款式由公司向廠商訂購
(Is the uniform:
A standard uniform purchased by code include?
Make up and/or personal code include?
Rules for general tidiness/personal hygiene)
構
(Does the dress code apply to both male and female staff?)
8 0 0 適用
20.我們公司有給予組員工作上 的服裝津貼
(Are employees given an
allowance towards clothes worn at work?)
(What is the policy
regarding?Facial and body jewellery) (What is the policy regarding?
Visible tattoos )
5 0 3 建議：我們公司對組員有訂定的的相 關服儀規範，包含臉及身體上的刺青
23.我們公司的服裝標準於組員
招募時做過解釋(Is the company dress code explained to recruits?)
8 0 0 適用
24.我們公司組員若未遵守規範 將會遭到懲誡
(Would staff be disciplined for not conforming to dress codes?)
8 0 0
適用
25.我覺得整體而言,組員的外在 對於企業成功有影響
(Overall how important is the appearance of customer facing staff to the success of the business?)
6 0 2 建議：整體而言,組員的外在形象對於 企業成功有影響
26.我覺得公司有提供組員語 言、話術的教育訓練
(Training of coaching on what to say is provided)
8 0 0 適用
27.我覺得公司致力於降低整體 成本
(Reduce total cost of the company)
8 0 0
適用
構
(Reduce total cost of the company)
8 0 0 適用
29.我覺得公司致力於增加銷售 成長率
(Increase sales growth rate)
8 0 0
適用 30.我覺得公司致力於增加資產
報酬率
(Increase return on assets)
8 0 0 適用 31.我覺得公司致力於增加稅後
淨利
(Increase net profit margin)
8 0 0
適用 32.我覺得公司致力於滿足不同
顧客的需求
(Satisfy needs of various types of customers)
8 0 0 適用
33.我覺得公司致力於增加顧客 的消費意願
(Increase customer intention to purchase)
(Increase customer satisfaction)
8 0 0 適用 35.我覺得公司致力於增加市場
占有率
(Increase market share)
8 0 0
適用 36.我覺得公司致力於增進工作
效率
(Increase operating efficiency)
8 0 0 適用 37.我覺得公司致力於降低顧客
抱怨
(Reduce customer complaint)
8 0 0
適用 38. 我覺得公司致力於提高留住
現有顧客的能力
(Improve the ability to retain old customers)
7 0 1 建議：我覺得公司致力於提高同仁留 住現有顧客的能力
39.我覺得公司致力於提高確認 目標客群的能力
(Improve the ability to confirm target customers)
8 0 0
適用
構
(Improve employee’s service quality)
8 0 0 適用
42.我覺得公司致力於增進員工 的學習意願
(Improve employee’s intention to learn)
8 0 0 適用
43.我覺得公司致力於有效地落 實企業文化
(Effectively promote corporate culture)
第一部份
氣氛美學，此構面內有數個衡量指標，請依據您組織內的情況進行同意程度之勾選：
非 常不 同 意
不 同意
稍 微不 同 意
沒 意見
稍 微同
意 同
意 非 常同 意
1.我覺得我們機艙的內部設計具美感與吸引力 □ □ □ □ □ □ □
2.我覺得我們飛機的外部設計具美感與吸引力 □ □ □ □ □ □ □
3.我覺得我們機上提供餐點服務時的餐桌擺設得宜 □ □ □ □ □ □ □
4.我覺得我們機艙內的擺飾設計讓人賞心悅目 □ □ □ □ □ □ □
5.我覺得我們公司為乘客提供了好聽的背景音樂 □ □ □ □ □ □ □
6.我覺得我們機上的味道是讓人舒服愉悅的 □ □ □ □ □ □ □
6.我覺得我們機上的味道是讓人舒服愉悅的 □ □ □ □ □ □ □