臺灣博碩士論文加值系統

許多談論業務技巧的書籍都會提到一個概念：「業務人員如能在第一時間內使顧客對其產生良好的印象，就越能夠創造高績效表現」。印象管理是一種普遍的社會現象，經常被使用於人際互動之上，若能透過現場演出劇本實地觀察受試者的反應，將更能直接了解不同印象管理策略類型的有效性。
本研究旨在建構旅行社業務人員印象管理策略劇本，透過系統化的研究方法，建立起一套可供現場演出之劇本，以雪球抽樣法選取十位具有豐富業務經驗之旅行社資深業務人員做為專家對象，藉由修正式德菲法的應用，歸納整合出專家之共同意見，取得一致化的共識，以便初步了解旅行社業務人員實務上會使用的印象管理策略行為為何；此外，本研究並輔以服務認知腳本為基模，以雪球抽樣法選取二十位旅行社業務人員做為服務認知腳本之受訪對象，以取得符合真實情境的服務腳本，最後將兩者結合，加以整合建構出旅行社業務人員之印象管理策略劇本，具體呈現以非語言策略(使用頻率之高、低)、肯定式策略(他人導向、自我導向)與防禦式策略(開脫、合理化)相互組合，共建構出2X2X2共八種的策略劇本形式。最終劇本產出將邀請實務界三位專家對其進行內容分析，以確認劇本內容之信度及正確性，以使其成為未來實驗上之操弄工具，並可望進一步成為旅行社教育訓練上之課程工具。

According to selling skills related articles, if salesmen can make a good impression on customers, will result higher performance. Impression management is a general social phenomenon and is used in interpersonal relationships often. Through practice scripts live, researcher can observe the effectiveness of different impression management strategies immediately.
This research is based on composing the scripts of impression management for salesmen in the travel agency industry. Through the Modified Method attempt to find what kind of impression management behavior has been used in the practice, using cognitive scripts to study the service process of selling travel products. This information combines to form a whole impression management script.
After finishing the impression management scripts, we invited three salesmen in the travel agency industry to do document analysis to check the correctness and reliability of scripts. The result of this research can be a new tool for experiment design and applications in human resources for the travel agency industry in the years ahead forward.

第壹章 緒論
第一節 研究背景與動機...............................1
第二節 研究目的....................................7
第三節 研究流程....................................9
第貳章 文獻探討
第一節 業務人員....................................11
第二節 印象管理....................................15
第三節 戲劇構成理論.................................27
第四節 腳本理論....................................31
第參章 研究設計
第一節 劇本產出流程.................................37
第二節 研究工具.....................................39
第三節 研究對象與抽樣方法............................43
第四節 修正式德菲法.................................45
第五節 內容分析....................................47
第肆章 研究結果
第一節 業務人員之服務認知腳本........................49
第二節 印象管理策略行為.............................55
第三節 劇本撰寫....................................61
第四節 劇本之內容分析...............................87
第伍章 結論與建議
第一節 研究結果....................................89
第二節 研究限制與後續研究建議........................91
參考文獻
中文部分...........................................93
英文部分...........................................95
網站部份..........................................102
附錄一：服務認知腳本問卷............................103
附錄二：第一回合專家問卷............................105
附錄三：第二回合專家問卷............................109
附錄四：印象管理策略劇本內容分析問卷..................115

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三、網站部分
1. World Travel & Tourism Council 世界觀光旅遊委員會
http://www.wttc.org/
2. 交通部觀光局
http://admin.taiwan.net.tw/