難纏顧客對領隊情緒勞務之影響

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題名:	難纏顧客對領隊情緒勞務之影響
作者:	饒姿華
貢獻者:	觀光休閒事業管理研究所碩士在職專班
關鍵詞:	難纏顧客 jaycustomer 情緒勞務 emotional labor
日期:	2012
上傳時間:	2012-12-13 09:32:10 (UTC+8)
摘要:	在現今的服務業環境中，學習如何管理難纏顧客已經是組織的重要任務。本研究首先從領隊面進行深度訪談，經由內容分析法，將團體套裝旅遊中難纏顧客的類型歸納為「自以為是型」、「永不滿足型」、「自私自利型」和「報復型」四種。隨後探討這四種類型的嚴重程度，及對領隊情緒勞務的影響。本文運用便利抽樣法針對領隊人員進行資料收集，共計回收有效問卷352份，剔除無效問卷後，實得有效問卷279份，有效問卷率為79%。以皮爾森積差相關分析、多層級迴歸分析等統計分析方法進行問卷資料分析。研究結果顯示，「報復型」的難纏顧客其嚴重程度最高，其結果與質化研究的探討相同。難纏顧客的嚴重性與領隊表層演出之間具有顯著的正相關；難纏顧客嚴重性與領隊真實演出之間具有顯著的負相關，深層演出則不顯著。難纏顧客嚴重性與年齡之交互作用，對領隊真實演出具有負向之顯著影響力。難纏顧客嚴重性與年資之交互作用，對領隊深層演出與真實演出具有負向之顯著影響力。根據本研究結果，建議建立難纏顧客名單，以便提供更優質的服務避免難纏顧客行為的擴大，並定期舉辦領隊人員情緒規範訓練以及經驗交流活動，強化其應變能力。本研究亦提出相關之管理意涵與未來研究方向。 In the recent context of the service industry, the ability to manage jaycustomers has become a vital task for organizations. This study, firstly, conducted an in-depth inter-view on tour leaders, and through the content analysis, classified jaycustomers on group travel package tours into four types; namely, self-righteous, insatiable, selfish, and vindictive types. This study later explored the degree of seriousness for the four types as well as exploring the impact on the emotional labor of the tour leaders. This study adopted the convenience sampling method to collect a total of 352 questionnaires from tour leaders, of which 279 copies were valid, the validity rate being 79%. The statistics were analyzed using the Pearson product-moment correlation analysis and stepwise regression analysis methods. The research results showed that the degree of seriousness for vindictive jaycus-tomers is the highest, which agrees with the qualitative research. The degree of serious-ness of jaycustomers and the tour leader’s surface acting are significantly and positively correlated. The degree of seriousness of jaycustomers and the tour leader’s truth acting are significantly and negatively correlated, and it has no significant correlation with deep acting. The interaction between the degree of seriousness for jaycustomers and the age of the tour leader has a significantly negative impact on the truth acting of leaders. Moreover, the interaction between the degree of seriousness for jaycustomers and their seniority has a significantly negative impact on the deep acting and truth acting of tour leaders. According to the results of this study, it is suggested to make a name list of jay-customers so as to offer a better service and to avoid the expansion of jaycustomers’ behavior. Besides that, the regulatory emotional training of tour leaders and experi-ence-sharing activities should be organized regularly so as to enhance their flexibility. Therefore, this study proposed the related organizational implications and the direction for future research.
顯示於類別:	[觀光事業學系暨研究所 ] 博碩士論文

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