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博碩士論文 etd-0616114-133418 詳細資訊
Title page for etd-0616114-133418
論文名稱
Title
以微笑服務就夠了嗎?探討情緒勞動對顧客態度的影響:服務貼心行為與顧客印象管理行為的三階干擾效果
Is service with a smile enough? The effects of emotional labor on customer outcomes: The moderating roles of service sweethearting and customer-directed impression management.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
65
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-07-02
繳交日期
Date of Submission
2014-07-16
關鍵字
Keywords
服務行為、顧客滿意度、服務貼心行為、顧客導向印象管理、情緒勞動
Service behavior, Service sweethearting, Customer satisfaction, Customer-oriented impression management, Emotional labor
統計
Statistics
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中文摘要
顧客滿意度是競爭激烈的服務業的重要評估項目之一,而左右顧客滿意度的關鍵即為第一線直接與顧客互動的服務人員,因此不論是服務人員情緒表達及關係行銷等不同的研究領域,皆著重於服務人員的行為如何影響顧客態度、並建立長期顧客關係。本研究以「任務-關係-自我」架構為主軸,試圖整合服務人員情緒表達及關係行銷二領域的研究,同時比較情緒勞動、顧客導向印象管理、服務貼心行為三種服務行為的差異,並在控制了顧客導向印象管理與服務貼心行為後,探討情緒勞動對顧客滿意度的獨特影響力、以及情緒勞動搭配顧客導向印象管理及服務貼心行為時,三者的影響效果是相輔相成,抑或互相抵銷。
本研究以215份服務人員與顧客配對問卷進行分析,再以階層迴歸進行假設檢定。本研究的發現如下︰(1)表層演出與顧客對員工滿意度呈負相關、深層演出與顧客對公司滿意度呈正相關;(2)表層演出搭配顧客導向印象管理及服務貼心行為,能有效降低表層演出帶來的顧客負面觀感;(3)而深層演出搭配顧客導向印象管理反而會降低顧客滿意度。
根據本研究結果,建議企業在實行教育訓練時,可透過角色扮演、情緒管理課程,降低表層演出帶來的負面影響,並提升深層演出帶來的正面影響;企業可適度提供折扣,讓服務人員能彈性運用。
Abstract
Customer satisfaction is one of the important indexes for both service organizations and frontline employee. Therefore, several distinct research areas, such as relational marketing or employee emotional labor, have stressed on how to enhance customer satisfaction and build long-term relationship. The present study applied the “task-relationship-self”framework to integrate three different types of service behaviors: emotional labor, customer-oriented impression management and service sweethearting, and investigate their impacts on customer satisfaction towards the company and employees. In addition, the researcher also explore whether three types of service behaviors interact with each other in predicting customer satisfaction towards the company and employees.
This study collected the data from 215 customer-employees dyads and used the hierarchical regression analyses to test hypotheses. Our findings showed that: (1) surface acting was negatively related to customer satisfaction towards the employee while deep acting was positively related to customer satisfaction towards the company; (2) customer-directed impression management and service sweethearting buffered the negative relationship between surface acting and customer satisfaction towards the employee; (3) customer-directed impression management weakened the positive relationship between deep acting and customer satisfaction towards the company. Finally, based on the findings, the present study offers several implications for researchers and managers.
目次 Table of Contents
論文審定書.....................................................................................................i
謝誌……………………………………………………………….………...ii
摘要...............................................................................................................iii
Abstract ........................................................................................................iv
目 錄...............................................................................................................v
圖 次..............................................................................................................vii
表 次..............................................................................................................viii
第一章 緒論 ....................................................................................................1
第二章 文獻探討…………..................................................................................5
第一節 服務行為的多重面向:「任務-關係-自我」架構的觀點............................5
第二節 服務人員情緒勞動、服務貼心行為與顧客導向印象管理之比較.................5
第三節 情緒勞動對顧客滿意度的獨特解釋力……...........……………………………9
第四節 顧客導向印象管理對情緒勞動與顧客滿意度的干擾效果..........................12
第五節 服務人員情緒勞動、顧客導向印象管理與服務貼心行為對顧客滿意度的三階交互
作用...................................................................................................14
第三章 研究方法……….....................................................................................17
第一節 研究架構............................................................................................17
第二節 研究樣本與施測程序............................................................................17
第三節 研究工具............................................................................................18
第四節 資料分析方式......................................................................................20
第四章 研究結果…............................................................................................21
第一節 樣本描述…........…………………………………………………………………21
第二節 各變數間敘述統計與相關係數................................................................23
第三節 驗證性因素分析....................................................................................24
第四節 情緒勞動對顧客滿意度的獨特解釋力.......................................................26
第五節 顧客導向印象管理對情緒勞動與顧客滿意度的干擾效果….............…………29
第六節 服務人員情緒勞動、顧客導向印象管理與服務貼心行為對顧客滿意度的三階交互
作用......................…………………….…………………………………………31
第五章 討論與建議...............................................................................................36
第一節 研究發現與理論意涵...............................................................................36
第二節 管理意涵...............................................................................................39
第三節 研究限制與未來建議...............................................................................40
參考文獻.............................................................................................................41
附錄服務人員問卷................................................................................................50
附錄顧客問卷.......................................................................................................54
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