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系統識別號 U0002-1408201311480800
中文論文名稱 顧客導向行為成因與結果之跨層次研究
英文論文名稱 Antecedents and Consequences of Customer-Oriented Behaviors-A Multilevel Investigation
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生中文姓名 趙彥嘉
研究生英文姓名 Yen-Chia Chao
學號 600610090
學位類別 碩士
語文別 中文
口試日期 2013-06-14
論文頁數 161頁
口試委員 指導教授-汪美伶
委員-劉敏熙
委員-謝宜樺
中文關鍵字 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 
英文關鍵字 Customer-Oriented Behaviors  Emotional Labor  Emotional Exhaustion  Emotional Intelligence  Job Satisfaction  Relationship Quality  Customer Satisfaction  Salespeople 
學科別分類
中文摘要 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。
英文摘要 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.
論文目次 目錄 I
表目錄 III
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的 7
第四節 研究流程 8
第二章 文獻探討 9
第一節 情緒勞務 9
第二節 情緒耗竭 15
第三節 工作滿意度 18
第四節 情緒智商 20
第五節 顧客導向行為 23
第六節 關係品質 26
第七節 顧客滿意度 29
第八節 情緒勞務與工作滿意度的關係 30
第九節 情緒勞務與情緒耗竭的關係 33
第十節 情緒智商的干擾效果 35
第十一節 工作滿意度與顧客導向行為的關係 36
第十二節 情緒耗竭與顧客導向行為的關係 38
第十三節 顧客導向行為與關係品質的關係 39
第十四節 關係品質與顧客滿意度的關係 41
第三章 研究方法 44
第一節 研究架構 44
第二節 研究設計 45
第三節 變數衡量 46
第四節 信度與效度分析 51
第四章 結果與討論 61
第一節 敘述統計 61
第二節 差異分析 64
第三節 相關分析 77
第四節 迴歸分析 79
第五節 情緒智商的干擾效果 83
第六節 階層線性模式分析 99
第七節 綜合討論 103
第五章 結論與建議 109
第一節 研究結論 109
第二節 管理意涵 113
第三節 研究貢獻 116
第四節 研究限制與後續研究建議 117
參考文獻 119
附錄 156

表目錄
表 3-1銷售人員層級之信度表 ................................ ................................ .................. 52
表 3-2顧客層級之信度表 ................................ ................................ .......................... 52
表 3-3銷售人員層級之變數因素負荷量表 ................................ .............................. 54
表 3-4顧客層級之變數因素負荷量表 ................................ ................................ ...... 55
表 3-5銷售人員層級之內部一致性組合信度表 ................................ ...................... 56
表 3-6顧客層級之內部一致性組合信度表 ................................ .............................. 57
表 3-7研究變數之收斂效度表 ................................ ................................ .................. 58
表 3-8研究變數之區別效度表 ................................ ................................ .................. 59
表 3-9銷售人員層級之情緒智商多因子模式比較表 ................................ .............. 60
表 3-10顧客層級之關係品質多因子模式比較表 ................................ .................... 60
表 4-1銷售人員樣本特性 ................................ ................................ .......................... 61
表 4-2顧客樣本特性 ................................ ................................ ................................ .. 63
表 4-3性別與各變數間的差異分析 -銷售人員層級 ................................ ................. 65
表 4-4婚姻與各變數間的差異分析 -銷售人員層級 ................................ ................. 67
表 4-5收入狀況與各變數間的差異分析 -銷售人員層級 ................................ ......... 69
表 4-6教育程度與各變數間的差異分析 -銷售人員層級 ................................ ......... 70
表 4-7年齡與各變數間的差異分析 -銷售人員層級 ................................ ................. 71
表 4-8性別與各變數間的差異分析 -顧客層級 ................................ ......................... 72
表 4-9婚姻與各變數間的差異分析 -顧客層級 ................................ ......................... 73
表 4-10 收入狀況與各變數間的差異分析 -顧客層級 ................................ ............... 74
表 4-11教育程度與各變數間的差異分析 教育程度與各變數間的差異分析 -顧客層級 ................................ ............... 75
表 4-12 年齡狀況與各變數間的差異分析 -顧客層級 ................................ ............... 76
表 4-13 相關分析 -銷售人員層級 銷售人員層級 ................................ ................................ ............... 77
表 4-14 相關分析 -顧客 層級 ................................ ................................ ....................... 78
表 4-15 情緒勞務對工作滿意度之影響 ................................ ................................ .... 79
表 4-16 情緒勞務對耗竭之影響 ................................ ................................ ........ 80
表 4-17 工作滿意度對顧客導向行為的影響 ................................ ............................ 80
表 4-18 情緒耗竭對顧客導向行為的影響 ................................ ................................ 81
表 4-19 關係品質對顧客滿意度產生的影響 ................................ ............................ 82
表 4-20 情緒智商之自我評估對工作滿意度層級迴歸分析結果 ................ 83
表 4-21 情緒智商之他人評估對工作滿意度層級迴歸分析結果 ............... 86
表 4-22 情緒智商之運用對工作滿意度層級迴歸分析結果 ....................... 88
表 4-23 情緒智商之管理對工作滿意度層級迴歸分析結果 ........................ 91
表 4-24 情緒智商之自我評估對耗竭層級迴歸分析結果 ................... 93
表 4-25 情緒智商之他人評估對耗竭層級迴歸分析結果 ................... 94
表 4-26 情緒智商之運用對耗竭層級迴歸分析結果 ........................... 95
表 4-27 情緒智商之管理對耗竭層級迴歸分析結果 ........................... 97
表 4-28 階層線性模式之分析結果 ................................ ................................ ......... 102
表 4-29 研究假設實 證結果 ................................ ................................ ...................... 103

圖目錄
圖 1-1 研究流程圖 ................................ ................................ ................................ ....... 8
圖 3-1 研究架構圖 ................................ ................................ ................................ ..... 44
圖 4-1深層情緒與工作滿意度之交互圖 ................................ ................................ .. 85
圖 4-2 深層情緒與工作滿意度之交互圖 ................................ ................................ . 89
圖 4-3深層情緒與工作滿意度之交互圖 ................................ ................................ .. 92
圖 4-4深層情 緒與緒耗竭之交互圖 ................................ ................................ ...... 96
圖 4-5深層情緒與耗竭之交互圖 ................................ ................................ ...... 98
參考文獻 參考文獻
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