臺灣博碩士論文加值系統

ABSTRACT
This study is based on social exchange theory and emotional labor to explore the influence of service provider-customer emotional interaction on service quality. It also examines whether the relationships between emotional labor strategies and customers’ perception are moderated by emotional labor and emotional intelligence. A total of 416 service provider-customer dyads data from the department stores in Taipei and Kaohsiung were collected and analysis. The findings indicate the following: 1. customers can perceive the difference of emotional labor strategies which service providers used; 2. emotional labor has some influence on the relationship between emotional strategy and customers’ perception but emotional intelligence has less influence on the relationship between emotional strategy and customers’ perception; 3. customers reflex their perceptions to their own emotions which further influence their evaluation of service quality.

CHAPTER ONE INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 PURPOSE OF RESEARCH 3
CHAPTER TWO LITERATURE REVIEW 7
2.1 SOCIAL EXCHANGE THEORY 7
2.2 EMOTIONAL LABOR 9
2.2.1 The Construct of Emotional Labor 9
2.2.2 Emotional Labor Strategies: Employee’s work emotion management 13
2.2.3 Emotional Labor Interaction Framework 15
2.2.4 Consequences of Emotional Labor 22
2.3 EMOTIONAL INTELLIGENCE (EI) 25
2.3.1 Definition of EI 25
2.3.2 Comparison with EI, EC, and EQ 28
2.3.3 Emotional Intelligence Measures 29
2.4 CUSTOMERS’ EMOTIONAL RESPONSES 34
2.4.1 Definition of Emotions 34
2.4.2 Customers’ Emotional Responses 36
2.4.3 Emotion Theory (Emotional Classification) 36
2.5 SERVICE QUALITY 39
2.5.1 Perceived Service Quality 39
2.5.2 Measurement Model of Service Quality 40
2.5.3 Interaction Quality 47
2.6 RESEARCH HYPOTHESES 48
2.6.1 Employee Emotional Labor Strategies and Customer Perceived Emotions 48
2.6.2 Emotional Labor and Customer Emotional Intelligence as Moderations 49
2.6.3 Customer Perceived Emotions and Customer Emotional Responses 51
2.6.4 Customer Emotional Responses and Service Quality 51
CHAPTER THREE METHODOLOGY 53
3.1 CONCEPTUAL FRAMEWORK AND HYPOTHESES 53
3.1.1 Research Framework 53
3.1.2 Summary of Research Hypotheses 54
3.2 OPERATIONAL DEFINITION 55
3.2.1 Emotional Labor Strategies 55
3.2.2 Emotional Labor 56
3.2.3 Emotional Intelligence 56
3.2.4 Customer Perceived Emotions 57
3.2.5 Customer Emotional Responses 57
3.2.6 Service Quality 57
3.3 MEASUREMENT / QUESTIONNAIRE DESIGN 58
3.3.1. Emotional Labor Strategies 58
3.3.2. Emotional Labor Scale 59
3.3.3. Emotional Intelligence 60
3.3.4. Customer Perceived Emotions 61
3.3.5. Customer Emotional Responses 62
3.3.6. Service Quality 63
3.4 SAMPLING AND PROCEDURE 64
3.4.1 Object of Study 64
3.4.2 Method and Procedure of Sampling 64
3.4.3 Sample Description 65
3.5 ANALYTIC STRATEGY 69
3.5.1 Descriptive Statistic 69
3.5.2 Item Analysis 69
3.5.3 Reliability Analysis 69
3.5.4 Validity Analysis 70
3.5.5 Correlation Analysis 70
3.5.6 Hierarchical Regression Analyses 70
3.5.7 Structural Equation Modeling (SEM) 70
3.6 EXAMINE OF QUESTIONNAIRE ITEMS 71
3.6.1 Item Analysis 71
3.6.2 Confirmatory Factor Analysis (CFA) 73
3.6.3 Summary 75
3.7 RELIABILITY AND VALIDITY ANALYSIS 76
3.7.1 Reliability Analysis 76
3.7.2 Confirmatory Factor Analysis (CFA) 80
CHAPTER FORE ANALYSIS AND RESULTS 90
4.1 CORRELATIONS ANALYSIS OF RESEARCH CONSTRUCTS 90
4.1.1 Pearson Correlation 90
4.1.2 Canonical Correlation Analysis 92
4.2 TESTS OF MODERATING EFFECTS 95
4.2.1 Moderation Analysis of Emotional Labor 95
4.2.2 Moderation Analysis of Emotional Intelligence 96
4.3 STRUCTURAL EQUATION MODEL 98
4.3.1 Testing the Hypothesized (Theoretical) Structural Model 98
4.3.2 Analysis of the Hypotheses 108
CHAPTER FIVE DISCUSSION AND CONCLUSION 113
5.1 DISCUSSIONS OF THE RESEARCH FINDINGS 113
5.1.1 Emotional Labor Strategies 113
5.1.2 Emotional Labor and Emotional Intelligence 114
5.1.3 Personal Emotional Responds and Service Quality 114
5.2 IMPLICATIONS OF THE RESEARCH 114
5.3 LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH 116
REFERENCES 117
APPENDIX 128

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