在服務過程中,組織會要求第一線服務人員在面對客戶時,要展現出適宜的情緒來滿足客戶的需求,當員工真實與偽裝情緒有所衝突無法負荷時,易降低個人的工作熱忱而產生工作倦怠感,進而影響其顧客導向行為的表現。本研究以第一線保險理財業務員為對象,探討其在面對客戶時所呈現的情緒勞務負荷與工作倦怠之情形,對顧客導向行為是否有影響,並和工作生活品質滿足程度作相關探討研究。 本研究採問卷調查的方式,共發出650份問卷,共計回收422份有效問卷,有效回收率為65%。經統計分析後獲得下列重要發現: 一、保險理財業務員情緒勞務負荷與工作倦怠呈現正相關;情緒勞務負荷與顧客導向行為呈現負相關;工作倦怠也與顧客導向行為呈現負相關。 二、保險理財業務員情緒多樣性負荷和表面偽裝負荷,是造成工作倦怠的主要因素,而深層偽裝負荷則無顯著影響。 三、保險理財業務員情緒多樣性負荷愈高,愈不利於顧客導向行為的表現,而表面偽裝及深層偽裝負荷則未有顯著影響。 四、保險理財業務員去人性化及低個人成就感頻率愈高,會不利顧客導向行為的表現,而情緒耗竭則無顯著影響。 五、保險理財業務員在面臨情緒勞務負荷及工作倦怠時,工作生活品質滿足程度未具有調節顧客導向行為的作用。
During the service processes, front-line employees are asked, by the company, to exhibit appropriate affective displays when facing customers. When front-line service employees encounter emotional conflicts, they may lose individual's enthusiasm and suffer burnout that thereby affecting customer-oriented behavior. The purpose of this study is to investigate the insurance salespersons’ emotional labor, burnout, and impact on customer-oriented behavior. Furthermore, the author discussed these connections on emotional labor, burnout, customer-oriented behavior and quality of work life (QWL). Research data were collected by mailed questionnaire from 650 insurance salespersons. The author obtained 422 valid questionnaires with the rate of return of 65%. Important findings from statistic analyses are shown the following: 1.There is a positive correlation between the insurance salesperson's emotional labor and burnout. Negative correlation also found between emotional labor and customer-oriented behavior as well as between burnout and customer-oriented behavior. 2.Insurance salespersons are required to display different emotions and surface acting is an influential factor causing burnout. 3.The more burden of emotional burden that insurance salespersons perceive, the less customer-oriented behavior that insurance salespersons may show. 4.The stronger senses of depersonalization and lows self-efficacy that insurance salespersons perceive, the less customer-oriented behavior that insurance salespersons may show. 5.QWL has no moderating effect on insurance salespersons’ customer-oriented behavior.