分店服務氣候、正向團隊情感氛圍、服務人員正向情緒表達與顧客購買決策關聯性之探討

Examining the Effects of Positive Group Affective Tone, Service Climate and Employee Displayed Positive Emotions on Customer Purchase Decision

對於服務業而言，第一線服務人員是否能在交易時展現出正向情緒表達，影響顧客的觀感甚鉅。本研究的目的在於，檢視服務業分店的正向團隊情感氛圍與服務氣候，能否正向地影響服務人員的正向情緒表達，以及服務人員展現的正向情緒能否提升顧客購買產品的可能性。本研究之資料收集自台灣 74家服務業分店，共 155位員工與 74位顧客。結構方程模式的分析結果顯示，分店的正向情感氛圍會正向地連結到員工表現的正向情緒，並進而增加顧客購買商品的機會。

Extending previous research in displayed positive emotions literature, the present study examined whether positive affective tone and service climate correlated positively with employee displayed positive emotions, and whether such positive emotional displays influenced customer purchase decision. Data were collected from 155 employees and 74 customers in 74 retail stores in Taiwan. Results indicated that positive affective tone was positively related to employees’ displayed positive emotions, which in turn increase the likelihood of their purchase decisions.