潜意识、情绪劳动与服务质量关系的研究
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摘要
服务业是国民经济的重要组成部分,服务业的发展水平是衡量现代社会经济发达程度的重要标志。据台湾统计部门最新数据,10年前台湾服务业产值仅占GDP的65.7%,而2008年已经达到73.3%,高于韩国的64.3%、德国72.2%、日本69.4%,仅比美国78.9%低。随着服务业的高速发展,提升服务质量以提高顾客满意度业已成为企业参与市场竞争的主要手段。然而,研究显示,仅仅着重服务员工基本服务准则的培训,已经难以获得顾客的认同。因此如何让服务人员情绪表达与其内心思惟保持一致,使顾客感受到真诚的服务,成为当前服务营销学界关注的热点。
本研究采问卷调查方式,以台湾地区某航空公司的250名空服人员为调查对象,试图了解潜意识、情绪劳动与服务质量彼此间的关联性。经过因素分析,可将情绪劳动萃取出四个构面,分别为基本情绪表达与互动(包括情绪表达频率与留心程度)、深层伪装、表层伪装及情绪表达多样性程度等。并分别就影响情绪劳动背后的潜意识和情绪劳动产出的服务质量,分别进行单因子方差分析、雪费事后检定、因素分析、测量模式分析(验证性因素分析法)及结构模式分析(结构方程式法)等。经由上述实证研究过程,就人口统计变量通过多群组分析的结果,发现结构系数P值均大于0.05,卡方值大于3,验证显示均未显著,意指人口统计变量的差异,不会造成模式的差异。
本研究最终获得三项重要结论,分述如下：
(一)潜意识和情绪劳动中的“基本情绪表达与互动暨深层情绪伪装”为负相关,但后者和“服务质量”正相关。即空服人员任由潜意识(含前意识)主导情绪劳动的表达,则无法控制“基本情绪表达与互动暨深层情绪伪装”两者,符合组织情绪规则所要求的情绪表达,进而成为影响服务质量绩效的主因。
而潜意识和情绪劳动中的“表层情绪伪装及情绪多样性程度”为正相关,但后者无法证明与“服务质量”有关。即空服人员任由潜意识(含前意识)主导情绪劳动的表达,虽然可以正面影响“表层情绪伪装及情绪多样性程度”两者,进而更加体现符合情绪规则所要求的情绪表达,但却未能证实与服务质量有关。
(二)人口统计变量对潜意识、深层情绪伪装及服务质量的检定结果显示：首先,经济舱比头等舱和商务舱、男生比女生、未婚比已婚、年轻比年长、资历浅比资历深的空服人员较易受潜意识的影响。其次,舱等越好,已婚、资深(年长)及年薪高的空服人员,在深层伪装中,更容易通过改变内在情绪感受,来达到情绪伪装的目的。第三,已婚和资深(年长)的空服人员,其服务质量的表现较未婚和资浅(年轻)为佳。
就管理启示而言,改善经济舱的情境,例如调宽座椅间距、增加视讯设备等减少刺激潜意识因素,加上适度调配资历深(年长)和资历浅(年轻)空服人员的比例,发挥师徒制的效果,对提升服务质量将起到积极的作用。
第三,以Triple E概念开发新量表,成功验证强化服务人员情绪劳动符合企业情绪规则,仅能维系基本服务质量的要求,要创造顾客满意的服务质量,必须从潜意识下手,不让潜意识干扰情绪劳动的深层情绪伪装,才‘是服务质量的保证。文末提出对企业有价值的建议,或可成为企业界追求符合顾客满意的服务质量的理论指导。
Service industry is an important part of the national economy, the industry's development level is a measure of socio-economic level of development of an important symbol. According to Taiwan's most recent statistics,10 years ago, Taiwan's service industry output value of GDP, only 65.7%in 2008 to reach 73.3%, this ratio had more than Korea's 64.3%, Germany's 72.2%, Japan's 69.4%, only lower than 78.9%in the U.S.. When the service industry, a high degree of development of the enterprise through the upgrading of service quality to achieve customer satisfaction, as a means to compete for the market. However, studies have shown that only the training of service personnel's basic service standards has been difficult to obtain customer's identity. How emotional expression and its attendant homogenization inner contemplation, so that customers feel in good faith to become a core concern of modern scholars.
This research adopts the investigation method of the questionnaire, based on member and study the target of investigating with 250 flight attendants of some Taiwan Airlines, the ones that attempt to find out the subconscious, emotional labor and service quality between each other with the structural equation modeling (SEM) are related. Through factor analysis, it extracts the emotional labor into four construct, includes:the basic emotion express & interaction (including emotion express frequency and pay attention to the degree), the deep acting, the surface acting and the emotion expresses diversified degree, etc.. To analyze the subconscious influence behind the emotional labor and service quality of the output of emotional labor, the author carried on one-way ANOVA, Scheffe's test, factor analysis, measure model analysis (confirmatory factor analysis; CFA) and structure model analysis (the structural equation modeling;SEM). Through the rigorous process of the demographic variables through multi-group analysis findings, the structure coefficient P values are greater than 0.05, chi-square value is greater than 3, indicating neither significance, meaning the differences between demographic variables will not cause model differences.
The end of this study was to obtain three important conclusions, as described below:
1. Unconscious and emotional labor in the "the basic emotional expression and interaction & deep acting " as a negative correlation, but the latter and the "service quality" is positive relevant. It means a flight attendant to let the unconscious (including preconscious) led the expression of emotional labor, but can not control" the basic emotional expression and interaction & deep acting" both, in line with the rules of the organization required by emotion emotional expression, thus become the main reason affecting the quality of service performance.
The unconscious and emotional labor in the "surface acting and emotional diversity" as a positive correlation, but the latter is unable to prove the quality of service related. It means that a flight attendant to let the unconscious (including preconscious) led the expression of emotional labor, they maybe positive influence "surface acting and emotional diversity" both, and hence more in line with emotional display rules of emotional expression required, but was unable to confirm that it is related to service quality.
2. Demographic variables on the unconscious, deep acting and service quality of the test results showed that:Firstly, the economy class than in first and business class, boys than girls, unmarried than married, younger than the older, junior than the senior, more vulnerable to the impact of the subconscious. Secondly, the class of the better, married, experienced (older) and a high annual salary of flight attendants, in deep acting, the more easily by changing the inner emotional feelings, to achieve the emotional camouflage purposes. Thirdly, married and senior (older) of the flight attendants, its quality of service performance is better than the unmarried and junior (young).
In terms of the management to improve the economy class of situations, for example, a wide seat pitch adjustment to increase the video equipment and reduce the factors that stimulate the subconscious mind, coupled with a appropriate deployment of a senior (older) and junior (young) ratio of flight attendants play a mentoring system, the effect of the quality of service should be upgraded, there should be a positive benefit.
3. In order to develop new scales to measure Triple E concept, a successful authentication to strengthen attendant emotional labor to meet the business sentiment rules, only the requirements to maintain quality of basic services, to create customer satisfaction, quality of service, we must start with from the subconscious, to prevent interference with the subconscious emotional labor of the deep acting, which is the quality of service guarantee. Finally the author proposed valueable suggestion for enterprises, or it can be a business pursuit of customer satisfaction with quality of service consistent with the theoretical guidance.
本研究采问卷调查方式,以台湾地区某航空公司的250名空服人员为调查对象,试图了解潜意识、情绪劳动与服务质量彼此间的关联性。经过因素分析,可将情绪劳动萃取出四个构面,分别为基本情绪表达与互动(包括情绪表达频率与留心程度)、深层伪装、表层伪装及情绪表达多样性程度等。并分别就影响情绪劳动背后的潜意识和情绪劳动产出的服务质量,分别进行单因子方差分析、雪费事后检定、因素分析、测量模式分析(验证性因素分析法)及结构模式分析(结构方程式法)等。经由上述实证研究过程,就人口统计变量通过多群组分析的结果,发现结构系数P值均大于0.05,卡方值大于3,验证显示均未显著,意指人口统计变量的差异,不会造成模式的差异。
本研究最终获得三项重要结论,分述如下：
(一)潜意识和情绪劳动中的“基本情绪表达与互动暨深层情绪伪装”为负相关,但后者和“服务质量”正相关。即空服人员任由潜意识(含前意识)主导情绪劳动的表达,则无法控制“基本情绪表达与互动暨深层情绪伪装”两者,符合组织情绪规则所要求的情绪表达,进而成为影响服务质量绩效的主因。
而潜意识和情绪劳动中的“表层情绪伪装及情绪多样性程度”为正相关,但后者无法证明与“服务质量”有关。即空服人员任由潜意识(含前意识)主导情绪劳动的表达,虽然可以正面影响“表层情绪伪装及情绪多样性程度”两者,进而更加体现符合情绪规则所要求的情绪表达,但却未能证实与服务质量有关。
(二)人口统计变量对潜意识、深层情绪伪装及服务质量的检定结果显示：首先,经济舱比头等舱和商务舱、男生比女生、未婚比已婚、年轻比年长、资历浅比资历深的空服人员较易受潜意识的影响。其次,舱等越好,已婚、资深(年长)及年薪高的空服人员,在深层伪装中,更容易通过改变内在情绪感受,来达到情绪伪装的目的。第三,已婚和资深(年长)的空服人员,其服务质量的表现较未婚和资浅(年轻)为佳。
就管理启示而言,改善经济舱的情境,例如调宽座椅间距、增加视讯设备等减少刺激潜意识因素,加上适度调配资历深(年长)和资历浅(年轻)空服人员的比例,发挥师徒制的效果,对提升服务质量将起到积极的作用。
第三,以Triple E概念开发新量表,成功验证强化服务人员情绪劳动符合企业情绪规则,仅能维系基本服务质量的要求,要创造顾客满意的服务质量,必须从潜意识下手,不让潜意识干扰情绪劳动的深层情绪伪装,才‘是服务质量的保证。文末提出对企业有价值的建议,或可成为企业界追求符合顾客满意的服务质量的理论指导。
Service industry is an important part of the national economy, the industry's development level is a measure of socio-economic level of development of an important symbol. According to Taiwan's most recent statistics,10 years ago, Taiwan's service industry output value of GDP, only 65.7%in 2008 to reach 73.3%, this ratio had more than Korea's 64.3%, Germany's 72.2%, Japan's 69.4%, only lower than 78.9%in the U.S.. When the service industry, a high degree of development of the enterprise through the upgrading of service quality to achieve customer satisfaction, as a means to compete for the market. However, studies have shown that only the training of service personnel's basic service standards has been difficult to obtain customer's identity. How emotional expression and its attendant homogenization inner contemplation, so that customers feel in good faith to become a core concern of modern scholars.
This research adopts the investigation method of the questionnaire, based on member and study the target of investigating with 250 flight attendants of some Taiwan Airlines, the ones that attempt to find out the subconscious, emotional labor and service quality between each other with the structural equation modeling (SEM) are related. Through factor analysis, it extracts the emotional labor into four construct, includes:the basic emotion express & interaction (including emotion express frequency and pay attention to the degree), the deep acting, the surface acting and the emotion expresses diversified degree, etc.. To analyze the subconscious influence behind the emotional labor and service quality of the output of emotional labor, the author carried on one-way ANOVA, Scheffe's test, factor analysis, measure model analysis (confirmatory factor analysis; CFA) and structure model analysis (the structural equation modeling;SEM). Through the rigorous process of the demographic variables through multi-group analysis findings, the structure coefficient P values are greater than 0.05, chi-square value is greater than 3, indicating neither significance, meaning the differences between demographic variables will not cause model differences.
The end of this study was to obtain three important conclusions, as described below:
1. Unconscious and emotional labor in the "the basic emotional expression and interaction & deep acting " as a negative correlation, but the latter and the "service quality" is positive relevant. It means a flight attendant to let the unconscious (including preconscious) led the expression of emotional labor, but can not control" the basic emotional expression and interaction & deep acting" both, in line with the rules of the organization required by emotion emotional expression, thus become the main reason affecting the quality of service performance.
The unconscious and emotional labor in the "surface acting and emotional diversity" as a positive correlation, but the latter is unable to prove the quality of service related. It means that a flight attendant to let the unconscious (including preconscious) led the expression of emotional labor, they maybe positive influence "surface acting and emotional diversity" both, and hence more in line with emotional display rules of emotional expression required, but was unable to confirm that it is related to service quality.
2. Demographic variables on the unconscious, deep acting and service quality of the test results showed that:Firstly, the economy class than in first and business class, boys than girls, unmarried than married, younger than the older, junior than the senior, more vulnerable to the impact of the subconscious. Secondly, the class of the better, married, experienced (older) and a high annual salary of flight attendants, in deep acting, the more easily by changing the inner emotional feelings, to achieve the emotional camouflage purposes. Thirdly, married and senior (older) of the flight attendants, its quality of service performance is better than the unmarried and junior (young).
In terms of the management to improve the economy class of situations, for example, a wide seat pitch adjustment to increase the video equipment and reduce the factors that stimulate the subconscious mind, coupled with a appropriate deployment of a senior (older) and junior (young) ratio of flight attendants play a mentoring system, the effect of the quality of service should be upgraded, there should be a positive benefit.
3. In order to develop new scales to measure Triple E concept, a successful authentication to strengthen attendant emotional labor to meet the business sentiment rules, only the requirements to maintain quality of basic services, to create customer satisfaction, quality of service, we must start with from the subconscious, to prevent interference with the subconscious emotional labor of the deep acting, which is the quality of service guarantee. Finally the author proposed valueable suggestion for enterprises, or it can be a business pursuit of customer satisfaction with quality of service consistent with the theoretical guidance.
引文
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[2]洪志洋教授系美国Texas Tech University博士,目前任教于交通大学科技管理研究所,亦为中华评价学会理事长。
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