顧客負面事件影響顧客導向公民行為、服務破壞行為的認知與情感歷程：服務人員顧客導向特質與情緒展示規則的干擾效果   全文下載

The Cognitive and Emotional Mechanisms Linking Customer Negative Events, Customer-Directed Citizenship Behaviors and Service Sabotage: The Moderating Roles of Customer Orientation and Display Rules

在強調顧客導向的服務產業中，來自顧客的負面事件為服務人員主要工作壓力來源之一，且會直接對服務人員的服務行為造成負面影響。本研究以雙重歷程模式（dual-process model）的觀點，探討顧客負面事件如何透過認知歷程（服務人員角色取替）與情感歷程（服務人員負向心情）的中介，進而影響服務人員的顧客導向公民行為、服務破壞行為。同時，本研究亦探究服務人員顧客導向特質、情緒展示規則是否會分別干擾前述服務人員角色取替與負向心情的中介效果。
本研究採用配對問卷調查法，以多種服務業的服務人員及其顧客作為研究樣本，並採取不同時間點（間隔兩週）與不同來源（服務人員、顧客）的方式蒐集問卷，共計回收237份有效配對樣本。研究發現：一、顧客負面事件會透過降低服務人員的角色取替，進而降低顧客導向公民行為、提升服務破壞行為；二、顧客負面事件會透過提高服務人員的負向心情，進而降低顧客導向公民行為、提升服務破壞行為；三、服務人員的顧客導向特質愈高，愈能緩和顧客負面事件透過降低角色取替、降低顧客導向公民行為與提升服務破壞行為的中介效果；四、服務人員知覺情緒展示規則愈明確，愈能緩和顧客負面事件透過提升負向心情、降低顧客導向公民行為與提升服務破壞行為的中介效果。

In the service industries, customer negative event (CNE) has become one of the stressors for service workers. Therefore, understanding how CNE influence employees’ service behaviors is an important issue. The main purpose of this study is to investigate “when” and “how” CNE influences both positive and negative service behaviors. Drawing on the dual-process model, the present study examines whether CNE negatively predicts service workers’ citizenship behaviors towards customers (OCBC) and positively predicts sabotage behaviors through the cognitive (perspective taking) and affective (negative moods) mechanisms. In addition, we also examine whether customer orientation/display rules can buffer the aforementioned mediation effects.
The sample was composed of 237 service workers-customers dyads from various service industries. The results showed that: (1) CNE negatively predicts OCBC and positively predicts service sabotage through decreasing service workers’ perspective taking; (2) CNE negatively predicts OCBC and positively predicts service sabotage through increasing service workers’ negative moods; (3) Customer orientation attenuates the effects of CNE on OCBC and service sabotage via service workers’ perspective taking; (4) Display rules attenuate the effects of CNE on OCBC and service sabotage via service workers’ negative moods. Theoretical and practical implications of our findings are discussed.