員工情感表達與顧客情緒之探討

Abstract

在顧客關係研究領域中，鮮少有研究探討員工情感表達對顧客情緒及對服務評價的影響，亦尚未有研究建立模型來探討此種情緒感染之前因後果。本研究主要的目的是希望能發展出一個情緒感染模型，瞭解與測試員工情感表達如何影響顧客情緒。我們提出員工與顧客間情緒感染的前因包含三大因素：服務環境、工作團隊氣氛、及員工內在經驗情緒，而認為在員工與顧客於情緒感染後之結果則包括：顧客滿意度與行為意圖。 研究結果顯示，員工內在經驗情緒、工作團隊氣氛與服務環境等三項前因皆對於員工情感表達具有顯著的影響，而當員工與顧客之間存在正向的情緒感染時，則會使得顧客具有高滿意度與正向行為意圖。本研究顯示出情緒感染在服務過程中的重要性，並且提供服務業者改善服務結果的參考。

Past empirical evidence has indicated that emotional contagion between service employees and customers can influence customer reactions (e.g., customer satisfaction, behavirol intention). This study extends previous research, proposing and testing a model that includes emotional contagion as well as its antecedents and consequences. Data were collected from 217 employee-customer pairs in Taiwan. Results showed that the employee affective delivery influences the customer emotions and improve customer satisfaction, while customer emotion affects satisfaction and behavioral intention. We also found that the antecedents, including employee experienced emotion, work group mood and service environment, have positive influence on employee’s affective delivery.