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    Title: 情緒勞務對適應性銷售行為與顧客滿意度之影響: 一個量化與質性的研究
    Other Titles: When Does Emotional Labor Particularly Predict Adaptive Selling Behavior and Customer Satisfaction? a Quantitative and Qualitative Study
    Authors: 汪美伶
    Contributors: 淡江大學企業管理學系
    Keywords: 情緒勞務;適應性銷售行為;心理安全氣候;emotional labor;adaptive selling behavior;climate for psychological safety
    Date: 2011-08
    Issue Date: 2015-05-06 11:29:09 (UTC+8)
    Abstract: 受到服務業興起與正向組織行為的趨勢影響,情緒勞務愈益受到重視。本研究擬針對銷售人員,探討情緒勞務對於適應性銷售行為與顧客滿意度的影響。本研究引進工作需求-資源理論與情緒勞務的概念,發展出服務接觸-顧客兩層次的研究架構,探討不同構面的情緒勞務與適應性銷售行為的關係,而適應性銷售行為是否會影響顧客對於銷售人員具備專業知識的評估,繼而影響顧客滿意度。此外,本研究亦進一步探討銷售人員所具備的情緒能力,是否能夠影響情緒勞務與適應性銷售行為兩者間的關係。是故,本研究擬以國內銀行基金銷售人員與其服務顧客為研究對象,進行為期兩年、兼顧量化與質性研究兩者優點的研究,以量化統計分析驗證本研究所提出的各項假設,繼而利用質性方法深入分析、詮釋在情境、個人差異的情況下,各變數間關係形成的原因與歷程。本研究預計於第一年度利用實地發放問卷的方式,調查基金銷售人員工作的情緒勞務要求、情緒能力以及適應性銷售行為,同時亦針對與上述基金銷售人員發生服務接觸的顧客,收集其對於基金銷售人員專業知識的知覺與滿意度資料,再利用層級線性模式,進行實證分析,以期了解基金銷售人員的情緒勞務與情緒能力,對於適應性銷售行為與顧客反應的影響。為了更進一步了解基金銷售人員在面對情緒勞務要求時,如何決定或採行因應方式來達到上述情緒要求的內在歷程,並了解顧客如何形成對於基金銷售人員是否具有足夠、適當專業知識的判斷與滿意度,本研究預計於第二年度採行焦點團體面談法,收集基金銷售人員與顧客對於此些問題的意見與看法,並利用內容分析法,將上述資料予以客觀地、系統地分析、詮釋,以回答上述問題,並可提供第一年量化分析結果深入性的解釋。針對各年度研究結果,本研究亦將予以比較、整合,並提出管理意涵與後續研究建議。
    This study investigates the role of emotional labor in the effective management of salespersons’ behavior in service encounters and in customers’ assessments about the encounter. Integrating the Job Demands-Resources (JD-R) model with emotional labor research, we develop and test a two-level model in which salespersons’ emotional labor is related to their adaptive selling behavior and their adaptive selling behavior is, in turn, related to customers’ evaluation of the salespersons’ knowledge of customers and customer satisfaction. In addition, we further discuss and examine the moderating effects of emotional competence in the relationship between emotional labor and adaptive selling behavior. The study will be conducted in two phases. During the first phase, a quantitative research approach will be followed. The data of service encounters involving fund salespersons will be collected and analyzed using hierarchical linear modeling (HLM) to examine the proposed hypotheses. A qualitative research approach will be followed during the second phase of the study where focus group discussions and content analysis will be conducted to obtain supportive information for the interpretation and explanation of the data obtained during the first phase of the study. Both theoretical and practical implications will be discussed.
    Appears in Collections:[企業管理學系暨研究所] 研究報告

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