顧客導向行為成因與結果之跨層次研究

Antecedents and Consequences of Customer-Oriented Behaviors-A Multilevel Investigation

趙彥嘉(Yen-Chia Chao)

指導教授 ： 汪美伶

淡江大學/商管學院/企業管理學系碩士班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00386

摘要

國內外探討情緒勞務種類與顧客導向行為間的關係之實證研究並不多見，情緒勞務對於顧客導向行為的影響，會透過工作滿意度或情緒耗竭造成影響，如銷售人員的情緒管理不恰當，立即性的結果會降低顧客滿意度，形成顧客對於企業的負面觀感，尤有甚者，企業的聲譽可能受到重創，因此本研究將重心放置在情緒勞務與顧客導向行為之成因與結果之跨層次中，在銷售人員層級部分，研究情緒勞務對顧客導向行為與工作滿意度之影響、探討情緒智商是否會干擾情緒勞務對工作滿意度與情緒耗竭之影響與顧客導向行為對關係品質之影響；在顧客層級，研究關係品質對顧客滿意度之影響。
本研究以問卷方式針對台灣北、中與南部綜合零售業之銷售人員與顧客進行調查，銷售人員層級有效問卷共119份，顧客層級有效問卷共360份。銷售人員層級方面，本研究發現表面情緒對於工作滿意度影響並不顯著，但深層情緒會顯著地影響工作滿意度；情緒勞務並不會產生情緒耗竭；情緒智商干擾情緒勞務對工作滿意度與情緒耗竭之影響，其情緒智商會有部分的干擾效果；工作滿意度確實會對顧客導向行為有顯著的影響，但情緒耗竭未對顧客導向行為有影響；顧客層級方面，關係品質確實會對顧客滿意度造成影響。
本研究之實證結果，對綜合零售業提升顧客滿意度提出建議，改善銷售人員情緒之相關作為、提升銷售人員的工作滿意度與顧客導向行為、提升顧客關係品質，讓銷售人員更能表現出顧客導向行為，進而提升顧客滿意度，對綜合零售業之品牌與企業的成長與地位，相信能有極大的助益。

關鍵字

顧客導向行為 ； 情緒勞務 ； 情緒耗竭 ； 情緒智商 ； 工作滿意度 ； 關係品質 ； 顧客滿意度 ； 銷售人員

並列摘要

It's unusual to discuss the relation between the kind of emotional labor and customer-orientation behaviors in Taiwan or abroad, the emotional labor affects customer orientation, which through the job satisfaction or emotional exhaustion, if salespeople couldn't manage their emotion, the prompt result that reduce customer satisfaction, it may destroy confidence of customer to the enterprise, furthermore, the reputation of enterprise could be damaged, so we focus on the antecedents and consequences of customer-oriented behaviors, in the level of salespeople, we explore the relationship between the emotional labor and the customer-oriented behaviors and the job satisfaction, exploring the emotional intelligence whether moderate emotional labor to the job satisfaction and the emotional exhaustion or not；In the level of customer, we explore the relationship between the relational quality and the customer satisfaction.
The study develops the questionnaire to the salespeople and the customers of north, central and the south Taiwan, 119 valid samples of salespeople and 360 valid samples of customers. In the level of salespeople, we find surface acting that can't affect job satisfaction, but deep acting affects the job satisfaction, emotional labor can't lead to the emotional exhaustion, the emotional intelligence can moderate the relationship between the emotional labor and the job satisfaction and the emotional exhaustion, the job satisfaction can affect the customer-oriented behaviors, but the emotional exhaustion can' affect customer-oriented behaviors. In the level of customer, the relational quality can affect the customer satisfaction.
According to the empirical result, we have some suggestions to the retail selling business that promotes customer satisfaction, improving salespeople some actions related to the emotional acting, promoting salespeople's job satisfaction and customer-oriented behaviors, promoting customer's relational quality, letting salespeople executes customer-oriented behaviors as soon as possible, then promoting customer satisfaction, it's good and helpful to the brand of retail selling and the growth of enterprise.

並列關鍵字

Customer-Oriented Behaviors ； Emotional Labor ； Emotional Exhaustion ； Emotional Intelligence ； Job Satisfaction ； Relationship Quality ； Customer Satisfaction ； Salespeople

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