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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/94111

    Title: 顧客導向行為成因與結果之跨層次研究
    Other Titles: Antecedents and consequences of customer-oriented behaviors-a multilevel investigation
    Authors: 趙彥嘉;Chao, Yen-Chia
    Contributors: 淡江大學企業管理學系碩士班
    汪美伶;Wang, Mei-Ling
    Keywords: 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;Customer-Oriented Behaviors;Emotional Labor;Emotional exhaustion;Emotional Intelligence;Job Satisfaction;Relationship Quality;Customer Satisfaction;Salespeople
    Date: 2013
    Issue Date: 2014-01-23 14:02:31 (UTC+8)
    Abstract: 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。
    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.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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