Effect of Emotional Labor of Retail Counter Salespeople on Job Performance: Work Attitude as Mediators

• Main Authors: Lee, Pei-Fang, 李佩芳
• Other Authors: Lin, Hung-Chang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/ghcpzq

碩士 === 國立臺灣師範大學 === 科技應用與人力資源發展學系 === 106 === Recently, e-shopping has been booming along with the development of internet technology and the change in consuming of products. This has led retailing stores to face very big challenges. Under this fierce competition, we have to consider how to improve management performance in order to achieve biggest profits. First line retailing salespeople have to improve their performance and not only focus on increasing professional knowledge and selling skills. Their attitude and emotions are also important factors which affect their salesmanship. Therefore, the purpose of the study is to explore the relationship between the retailing staff’s attitude and emotions and their sales performance. This research will focus on salespeople for men's products at one famous department stores in Taiwan. A total of 200 questionnaires were issued, 182 questionnaires were effectively recovered, and the response rate is 91%. The collected data were statistically analyzed by descriptive statistical analysis, reliability analysis, confirmatory factor analysis, single factor variance analysis, correlation analysis, and regression analysis to verify the hypothesis. According to the research results, the relevant recommendations are further proposed to provide enterprises with the management practice in the pursuit of performance, but also understand the relationship between employees' emotional labor, job satisfaction and organizational commitment, to further meet the psychological needs of employees, improve job performance, and achieve Win-win situation.