惡質顧客行為對空服人員服務破壞意圖之影響

JAYCUSTOMER BEHAVIOR AND ITS INFLUENCE ON FLIGHT ATTENDANTS’ SERVICE SABOTAGE INTENTIONS

本研究探討惡質顧客行為嚴重性對空服人員服務破壞意圖之影響。以航空公司現職空服人員為樣本，結果顯示嚴重性越高服務破壞意圖越強。然而此關係卻取決於其他內外在因素：（1）如空服人員知覺到組織有高度行為控制時，除對服務破壞意圖產生直接的負面效果，同時會降低惡質顧客行為嚴重性與服務破壞意圖間的關係；（2）空服人員道德意識中理想主義（相對主義）除對服務破壞意圖產生負向（正向）影響外，亦與惡質顧客行為嚴重性有二階交互效果，對服務破壞意圖有顯著負向（正向）影響；（3）最後，惡質顧客行為嚴重性、道德意識以及員工所知覺到的行為控制間，有顯著三階交互效果，道德意識會使行為控制機制的干擾效果更強或減弱。

This research examined the relationship between jaycustomers’ behavioral severity and flight attendant’s service sabotage intentions. Using Taiwanese flight attendants as the sample, a scenario-based experiment suggests that several different factors may determine the relationship between jaycustomers’ behavioral severity and service sabotage intentions. First, a flight attendant’s perceived behavioral control mechanism has a direct negative impact and a negative interaction effect with jaycustomer severity regarding service sabotage intentions. Second, the idealism (relativism) possessed by flight attendants has a negative (positive) impact and a negative (positive) interaction effect with jaycustomer severity on service sabotage intentions. Finally, there are two significant three-way interaction effects among idealism (relativism), perceived behavioral control, and jaycustomer behavioral severity on service sabotage intentions. This research also provides the theoretical and managerial implications of this study.