在競爭激烈的環境下,產品本身之間的差異逐漸縮小,服務人員的情緒表達及提供符合顧客期望之服務品質,將是決定顧客是否再次消費的關鍵因素。且現在多數組織都是以團隊為主的模式運作,店內充滿活力及熱情的服務氛圍,並須仰賴所有服務人員共同努力才能呈現。過去研究發現在團隊運作的過程中,成員可能會因為面臨到不同的狀況,而產生不同的心情,進而影響情緒表達(George, 1996)。 過去有許多研究是針對情緒表達的前因及後果做探討,但變項多為個人層次的變數,較少看到關於團隊層次的研究,因此本研究欲探討是否對於服務業來說,服務團隊所呈現的正向團隊情感氛圍及團隊服務氣候,可能對於服務人員的情緒表達有重要的影響,進而影響服務人員所提供的服務好壞,也影響了顧客的知覺服務品質、購買意圖和決策。本研究以大台北地區74家服務業相關店家之155 位服務人員及74位顧客為對象進行研究。結果證實正向團隊情感氛圍有助於服務人員表達正向情緒,進而提升顧客對服務品質之評價、購買意圖和顧客購買決策。
In a highly competitive market, service organizations will enhance and manage their employees displayed positive emotions in order to promote customer service quality and satisfaction .In this study, we extends past research by proposing that group service climate and group affective tone would influence employee displayed positive emotions, and employee displayed positive emotions would influence purchase intention, perceived service quality, and purchase decision. Data were collected from 155 sales clerks in 74 retail stores in Northern Taiwan and 74 customers who were served by one of the sales clerks. Results showed that group affective tone enhance employee displayed positive emotions which in turn, influences customer evaluation of service quality, purchase intention and purchase decision.