餐飲服務業奧客行為會影響員工服務績效嗎? 台灣雲嘉南D連鎖店之實証

Would Customers Awkward Behavior Influence Employees’ Service Performance? An Empirical Study of D Chain Stores in Yunlin,Chiayi and Tainan Area

林芝瑩(Zhi-Ying Lin)

指導教授 ： 李元墩

長榮大學/管理學院/經營管理研究所/碩士(2017年)

摘要

1994年以後消費者意識逐漸抬頭，政府除了積極輔導企業經營者重視消費者權益外，並自1994年成立消費者服務中心，提供與傳達消保資訊與觀念。隨著台灣社會愈來愈民粹，近年來報章雜誌開始刊登出服務人員遭遇到「奧客」困擾的相關報導。
台灣服務業普遍奉行「顧客至上」的服務原則，難纏顧客問題似乎被刻意忽視。在走偏的消費文化下，造成許多人認為縱容「奧客」予取予求是一種進步！然而，並不是台灣顧客本身人品差，而是在多年媒體報導的影響下，讓顧客以為這樣做是對的，台灣「奧客」不是天生壞蛋，只是被教壞、寵壞了！（吳育宏，2014）
本研究以台灣雲林、嘉義、台南地區餐飲服務業D連鎖店服務人員為研究對象，以問卷普查方式進行調查，共回收有效問卷111份。探討奧客行為影響、工作壓力、服務績效之間的情形，並以情緒智力為干擾變項。本研究分析採用敘述性分析、t檢定、迴歸分析、變異數分析（analysis of variance, ANOVA）等方法。研究結果發現(1)奧客行為影響會顯著影響員工的工作壓力。 (2)員工的工作壓力會顯著影響員工的服務績效。(3)奧客行為影響無顯著影響員工的服務績效。(4)工作壓力在奧客行為影響對服務績效影響間沒有中介效果。(5)情緒智力在奧客行為影響服務績效的關係中沒有干擾效果。(6)奧客行為出現頻率越高，奧客行為對員工影響程度越大。(7)員工之工作壓力與服務績效因年資、年齡及職務不同而有所差異。

關鍵字

奧客行為頻率 ； 奧客行為影響 ； 工作壓力 ； 服務績效 ； 情緒智力

並列摘要

Since the rise of consumer awareness in 1994, the government has actively assisted business operators in focusing on consumer rights and established Consumer Service Center to provide and deliver consumer protection information and concepts. When the society in Taiwan becomes populism, reports on service personnel being troubled by customers’ “awkward behaviors” start to appear on newspaper and magazines in past years.
Service industry in Taiwan pursues the service principle of “customer first” that the problem of difficult customers seems to be purposively ignored. Such a wrong consumer culture has resulted in many people considering such indulgence in customers’ “awkward behaviors” as progress. Nevertheless, it is not because of bad characters of customers in Taiwan, but is the influence of media reports causing customers regarding such behaviors as right. Customers with “awkward behaviors” are not inherently bad guys, but are spoilt.
Taking service personnel of D chain-store in service industry in Yunlin, Chiayi, and Tainan areas in Taiwan as the research objects for the questionnaire survey in this study, total 111 valid copies are collected to discuss the relationship among the influence of awkward behavior, work stress, and service performance, where emotional intelligence is regarded as the intervening variable. Descriptive Analysis, t-test, Regression Analysis, and Analysis of Variance (ANOVA) are utilized for the analyses. The research findings are summarized as below. (1) Awkward behavior would significantly influence employees’ work stress. (2) Employees’ work stress would remarkably affect the service performance. (3) Awkward behavior does not notably influence employees’ service performance. (4) Work stress does not appear mediation effects on the influence of awkward behavior on service performance. (5) Emotional intelligence does not reveal interference effects on the influence of awkward behavior on service performance. (6) The higher frequency of awkward behavior would present larger influence of awkward behavior on employees. (7) Employees with different seniority, age, and position present distinct work stress and service performance.

並列關鍵字

frequency of awkward behavior ； influence of awkward behavior ； work stress ； service performance ； emotional intelligence

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