由於國內眼鏡服務業的競爭現狀與顧客消費特性,因此眼鏡服務業相當重視服務人員的專業能力及情緒能力。門市人員是服務業最重要的資產,亦是創造顧客價值與競爭力的核心。門市服務人員的專業能力影響顧客得到的服務功能性品質,此外由於服務業工作繁瑣、服務時間長及顧客多元等特性,因此服務人員的情緒能力會影響顧客在服務過程的體驗品質,進而影響與顧客之間的關係品質以及顧客的再購意願與口碑意願。 環顧國內外學者對於服務人員之銷售專業能力、情緒能力與顧客忠誠度之間關係的研究較少著墨,且未完整探討三者之間的關係並進行整合探討,鑑於眼鏡服務業的經營特性與現況,本研究擬對於該眼鏡服務業在顧客關係經營策略中,服務人員專業能力與情緒能力表現、顧客關係品質與顧客忠誠度間之關係進行探討。 本研究主要用問卷調查法當作研究方法,且依區域門市數進行比例抽樣,經於門市同仁針對購買眼鏡相關產品的消費者進行服務過後,由門市店長親自將問卷交給消費者填答。總共寄出500份樣本,回收399份問卷,有效問卷為366份。並經由SPSS統計軟體分析資料,而研究結果發現: 1. 服務人員之專業與情緒能力是企業建立良好顧客關係之重要因素。 2. 企業應提高對關係品質策略之關注程度,以發展顧客忠誠意圖。 3. 眼鏡服務人員在區域上有差別,東區顧客較具差異性。 關鍵字:專業能力、情緒能力、關係品質、顧客忠誠
Due to the competitive status and the characteristics of consumer consumption in Taiwan, the glass service was very important for the salesperson of professional competence and emotional competence. The salesperson was not only the most important asset, but also the core of customer value creation and competitiveness. The professional salesperson impacts on the functional capabilities of the service quality provided for customers. Besides, complicated repetitive work, long working time and customers’ diverse needs, the salesperson’s emotional competence impacts on the process of customer’s experiential quality, the relationship quality, repurchase intention, and word-of-mouth. There was a little study of international or domestic academics on professional competence emotional competence and customer loyalty. The characteristics of glasses services were focus on the relations with professional competence, emotional competence of salesperson and customer relationship quality, customer loyalty. By the questionnaire survey, samples were collected via regional stores and ratio sampling technique. By 500pcs of mail samples, we received 399 questionnaires, but 366 pcs of questionnaires was valid. By SPSS software to find out as follows: 1: Professional competence of salesperson was the key to build up good relations with customers. 2: Enterprise should focus on relationship quality strategy to develop the customer loyalty. 3: There were differences in different regional stores, especially the customers in eastern district. Key word: Professional Competence, Emotional Competence, Relationship Quality, Customer Loyalty