性別/年齡/外貌吸引力是行銷及消費者行為研究中常被使用的變數，顧客的性別/年齡/外貌吸引力對員工而言，亦是方便又明確的指標，可幫助服務人員提供較好的服務。因此，本研究旨在探討在好與不好服務品質情境下，是否不同性別/年齡/外貌吸引力的餐廳顧客，對不同外貌吸引力服務員的服務品質知覺會有所不同。研究採實驗問卷法，以各種不同人口統計變項的志願者為施測對象，共得有效問卷470 份。研究結果顯示，在好與不好的服務品質情境下，受測者對外貌出色服務員的服務品質知覺較外貌普通服務員好，且受測者的年齡及外貌吸引力差異，會影響其對不同外貌吸引力服務員的服務品質知覺。

　　The gender/age/physical attractiveness is widely used variable in marketing and consumer behavior studies. Focus on this variable undoubtedly owes its importance as a segmentation criterion and the belief that gender/age/physical attractiveness as a salient indicator could help employees to provide better services. The objective of this study is to investigate whether male/female, young/middle-aged, or attractive/average customers perceive differently when they encounter attractive/average server in favorable/unfavorable service quality condition. A total of 470 subjects participated in the study with 2 (scenarios of service quality: favorable vs. unfavorable) x 2 (appearance of server: attractive vs. average) between-subjects factorial design. The results showed that under favorable and unfavorable service quality conditions, there were significant differences in the perceptions of service quality derived from servers based on customer’s age and physical attractiveness.