臺灣博碩士論文加值系統

服務業是以人與人互動的一種產業，因此「人」也就是員工是服務業中非常重要的因素。隨著電信市場開放，電信市場競爭越來越激烈，唯有加強對用戶之服務品質，並了解用戶對服務品質之需求。在服務接觸的過程，第一線客服人員的服務，成了電信業與顧客間關係的關鍵。

本研究以電信公司第一線客服人員為研究對象，採隨機取樣進行問卷調查之實證研究。並透過SPSS 之統計分析，藉以瞭解電信客服人員個人屬性對內部行銷組織認同及情緒勞務之影響，以及內部行銷與組織認同對情緒勞務之關係研究。

經由本研究分析得知，若僅對員工施以教育訓練等內部行銷作為，並無法降低員工情緒勞務情形，因此應評估該公司教育訓練是否應增加可提升內部行銷作為之相關課程，或可達到降低情緒勞務之功用。此外，電信客服人員對組織如有愈高的相似性及成員身分則情緒努力愈高，因此公司加強員工對組織之認同，將可有效降低員工情緒勞務上的負擔。

The service industry is a kind of the interactive industry, so the most important factor is staff. With the telecom market opening and the more and more fierce telecom market, we must strengthen service quality and understand the quality requirement of customers. In the process of servicing, the service of the Customer-Service Representative is the key between the telecom corporation and the customers. This research is base on the Customer-Service Representative of the telecom corporation.

And the research adopted questionnaires to get the real answers .By statistical analysis of SPSS, this research will be investigated about the difference, correlation and influence of hypothesis.
This main purposes of this study as follows：

1. Internal marketing had significant effect to the emotional labor.
2. Organization identification had significant effect to the emotional labor.
3. Personal attribution is effect to internal marketing.
4. Personal attribution is effect to organization identification.
5. Personal attribution is effect to emotional labor.

目 錄
摘 要………………………………………………………………i
Abstract …………………………………………………………ii目 錄………………………………………………………………iii
表目錄 ……………………………………………………………v
圖目錄 …………………………………………………………vii
第一章 緒論 ……………………………………………………1
第一節 研究背景與動機……………………………………1
第二節 研究目的……………………………………………3
第二節 研究流程……………………………………………4
第二章 文獻探討 ………………………………………………5
第一節 內部行銷……………………………………………5
第二節 組織認同 …………………………………………10
第三節 情緒勞務 …………………………………………15
第四節 內部行銷與情緒勞務 ……………………………24
第五節 組織認同與情緒勞務 ……………………………25
第三章 研究設計 ……………………………………………27
第一節 研究假設與架構 …………………………………27
第二節 研究變項操作型定義 ……………………………30
第三節 研究變項之衡量 …………………………………33
第四節 研究對象與資料蒐集方法 ………………………39
第五節 資料分析方法 ……………………………………40
第四章 資料分析與結果 ……………………………………42
第一節 敘述性統計分析 …………………………………42
第二節 因素分析 …………………………………………48
第三節 信度分析 …………………………………………48
第四節 差異性分析 ………………………………………49
第五節 相關分析 …………………………………………56
第六節 迴歸分析 …………………………………………59
第五章 結論與建議 …………………………………………62
第一節 研究結論 …………………………………………62
第二節 研究建議 …………………………………………66
第三節 研究限制 …………………………………………66
參考文獻 ………………………………………………………68
附錄 研究問卷 …………………………………………………74

表目錄
表3-1內部行銷之衡量項目 ……………………………………34
表3-2 組織認同之衡量項目……………………………………36
表3-3情緒勞務之衡量項目 ……………………………………38
表4-1樣本特性次數分配表…………………………………… 44
表4-2內部行銷構面之敘述統計表…………………………… 45
表4-3組織認同構面之敘述統計表…………………………… 46
表4-4情緒勞務構面之敘述統計表…………………………… 47
表4-5 Cronbach’s α係數值 …………………………………… 48
表4-6性別於各研究變數之獨立樣本T檢定………………… 49
表4-7婚姻狀況於各研究變數之獨立樣本T檢定…………… 50
表4-8最高學歷於各研究變數之獨立樣本T檢定…………… 50
表4-9年齡於各研究變數變異數分析………………………… 51
表4-10職稱於各研究變數變異數分析 ……………………… 52
表4-11本公司年資於各研究變數變異數分析 ……………… 53
表4-12個人屬性與內部行銷假設檢定結果彙整 …………… 54
表4-13個人屬性與組織認同假設檢定結果彙整 …………… 54
表4-14個人屬性與情緒勞務假設檢定結果彙整 …………… 55

表4-15內部行銷對情緒勞務相關分析……………………… 57
表4-16組織認同對情緒勞務相關分析……………………… 58
表4-17內部行銷子構面對情緒失調迴歸分析……………… 59
表4-18內部行銷子構面對情緒努力迴歸分析……………… 60
表4-19組織認同子構面對情緒失調迴歸分析……………… 61
表4-20組織認同子構面對情緒努力迴歸分析……………… 61
表5-1內部行銷對情緒勞務假設檢定結果彙整 …………… 62
表5-2組織認同對情緒勞務假設檢定結果彙整 ……………63
表5-3個人屬性與內部行銷假設檢定結果彙整 …………… 64
表5-4個人屬性與組織認同假設檢定結果彙整 …………… 64
表5-5個人屬性與情緒勞務假設檢定結果彙整 …………… 65






圖目錄
圖1-1 研究流程圖 ………………………………………………4
圖2-1 服務三角形行銷架構 ……………………………………6
圖3-1 研究架構圖 ……………………………………………29

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