Moderation of Employees' Characteristics on Emotional Labor and Customers’ Perceptions

• Main Authors: Wen-Che Liu, 劉文哲
• Other Authors: Fong-Yi Lai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/48467678587094196478

碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班(EMBA) === 97 === According to the Ministry of Economic Affairs in the fourth quarter of 2008 industrial survey showed that service industries has become a dominant industry. Services providers as a result are closely and frequently contact with the customers, so the service employees have become the key to service quality and customer satisfaction. As the employee is required to display organization regulated emotion and　behaviors to fulfill the work related roles, emotional labor at the same time occurred. Looking back at the past research related to emotional labor were more emphasis on the feelings of the heart (Yang, 2007;Chen, 2008), only a very small number of reference discussed the impact of the interaction between the customer and service providers (Yeh, 2007). Therefore this study focused on the employees’ moderation between in the relationship between emotional labor and customer perceptions on service quality, brand trust and customer-oriented and sales-oriented regulation. Based on Lovelock’s (1983) classification of service industry and high emotional labor works identified by Hochschild (1983), this study drawn the sample from department in Tainan City and Kaohsiung City. Triad questionnaires were designed and distributed to the employees, co-workers, and their customers. In total 105 valid triad questionnaires were collected (total of 732 questionnaires). Statistical analyses showed the major findings of this study are: (1) Emotional intelligence positively moderates the relationship between emotional labor and service quality, brand trust, and sales oriented regulation. (2) Emotional intelligence has no moderation effect on the relationship between emotional labor and customer oriented regulation. (3) Social intelligence had no moderation effect on the relationship between emotional labor and service quality, brand trust, sales oriented, and customer oriented regulation. Based on the research findings, academic and practical implications are discussed.