顧客導向的時代來臨。顧客參與服務的過程中，第一線服務人員與顧客之間的互動與態度，往往會影響顧客需求的滿足及交易的成功，進而關係到公司的經營績效。本研究之探討有四個目的：第一是顧客參與服務與員工的角色衝突是否有關係；第二是員工的角色衝突與情緒勞動間之關聯性；第三是角色衝突對員工的情緒耗竭之影響；第四是員工的情緒勞動行為對情緒耗竭之影響。

本研究採用問卷調查法，以年資一年以上的銀行理財專員為樣本，有效回收樣本共計138 份(回收率100%)，並使用普通最小平方法(OLS)進行迴歸分析。研究結果顯示：顧客參與服務與員工的角色衝突具有關聯性，顧客參與並不是員工產生情緒耗竭的直接影響因素。並且角色衝突對員工的情緒勞動及情緒耗竭皆呈現正向影響，角色衝突會直接影響情緒耗竭，不必然透過情緒勞動。本研究提出理論與管理實務上的意涵及研究限制，並對未來的研究方向提出進一步的建議。

Customer-oriented era has arrived. When customers participate in the process of services, the interaction and the attitude between first line customer service members and customers will always impact satisfaction of customer’s needs and success of deals, and can thus affect a company’s performance. The research investigates four aspects:
(1) the relevance of customer participation to employee’s role conflict, (2) the relation between employee’s role conflict and his/her emotional labor, (3) how employee’s role conflict influences his/her emotional exhaustion, and (4) how employee’s emotional labor behavior affects his/her emotional exhaustion.

The research uses the questionnaire method and samples banks’ financial consultants who have taken their positions for at least one year. There are 138 valid samples (100% response rate) for the study and the ordinary least square (OLS) method is employed for regression analysis. The result of the research indicates that customer participation is relevant to employee’s role conflict and role conflict in turn is positively correlated to employee’s emotional labor and exhaustion. The research presents the implications in theory and management practices and its limitations, and gives further suggestions for future research direction.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 研究架構及研究假說 4
第一節 顧客參與 4
第二節 角色衝突 5
第三節 情緒勞動 6
第四節 情緒耗竭 8
第三章 研究方法 10
第一節 研究對象與抽樣方法 10
第二節 變數定義與衡量工具 12
第三節 信度與效度分析 14
第四章 量測結果與分析 19
第一節 相關係數分析 19
第二節 研究假設驗證 20
第五章 結論與建議 22
第一節 研究討論 22
第二節 理論貢獻與管理意涵 23
第三節 研究限制與未來研究方向 25
參考文獻 26
附錄 問卷 33

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