情緒勞務對顧客導向行爲之影響 The Influence of Emotional Labor on Customer-Oriented Behaviors doi: /jhm2008.9(2).98 醫務管理期刊, 9(2), 2008 Journal of Healthcare Ma

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1 情緒勞務對顧客導向行爲之影響 The Influence of Emotional Labor on Customer-Oriented Behaviors doi: /jhm2008.9(2).98 醫務管理期刊, 9(2), 2008 Journal of Healthcare Management, 9(2), 2008 作者 /Author: 林木泉 (Mu-Chuan Lin); 張柱彬 (Kuei-Pin Chang); 梁淑娟 (Shu-Chuan Liang); 張嘉齡 (Chia-Ling Chang 渝珍 (Yu-Jhen Peng) 頁數 /Page: 出版日期 /Publication Date: 2008/06 引用本篇文獻時, 請提供 DOI 資訊, 並透過 DOI 永久網址取得最正確的書目資訊 To cite this Article, please include the DOI name in your reference data. 請使用本篇文獻 DOI 永久網址進行連結 : To link to this Article: DOI 是數位物件識別碼 (Digital Object Identifier, DOI) 的簡稱, 是這篇文章在網路上的唯一識別碼, 用於永久連結及引用該篇文章若想得知更多 DOI 使用資訊, 請參考 For more information, Please see:

2 Original Articles * ** *** **** t * ** *** **** , Vol.9, No.2

3 [1] [9] customer-oriented behaviors [2] [2] [3] [10] Wharton [11] [4] [12] [10] [5,6] emotional management [13] [14] Hochschild emotional labor [7] emotional cognition empathy emotional emotional expression and awareness Hochschild [7] [8] emotional adaptation 2008, Vol.9, No.2 99

4 [15] 7 [17] [16] [3] 2 [18] [19] 2 [13] , Vol.9, No.2

5 H3. H4. mediating effect H5. H6. moderating effect [3] [13] [20] [14] Likert H H , Vol.9, No.2 101

6 % SPSS 3 t Cronbach s % 69.4% % % 63.0% , Vol.9, No.2

7 55.7% 71.9% 38.3% 28.5% 85.1% % 83.8% 2008, Vol.9, No.2 103

8 M=4.53, SD=0.52 M=2.99, SD=0.88 SD=0.53 SD=0.62 SD=0.61 SD=0.63 M=4.20, SD=0.53 M=3.96, M=3.79, M=3.85, M=3.77, Mahalanobis distance , Vol.9, No.2

9 2008, Vol.9, No.2 105

10 , Vol.9, No.2

11 r=0.39~0.52 r=-0.19~-0.13 F(13, 217)=5.93 R 2 =0.26 = = F(17, 213)=4.65 R 2 =0.27 Baron and Kenny [22] = = 0.53 =-0.04 Baron and Kenny [21] 5 4 VIF 10 1 [22] F(14, 216)= =0.42 =0.26 Baron and Kenny [22] , Vol.9, No.2 107

12 [13] [3] , Vol.9, No.2

13 , Vol.9, No.2 109

14 1 5 [10] [23] A [24,25] , Vol.9, No.2

15 / Kohli, AK, Jaworski, BJ, and Kumar, A. MARKOR: A measure of market orientation. Journal of Market-ing Research. 1993; 30 (4): Narver, JC, and Slater, SF. The effect of a market orientation on business profitability. Journal of Marketing. 1990; 56: Siguaw, JA, Brown G, and Widing, RE. The influence of the market orientation of the firm on sales force behavior and attitudes. Journal of Marketing Research. 1994; 31 (1): Saxes, R, and Weitz, BA. The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research. 1982; 9: Hochschild, AR. The managed heart. Berkeley, California: University of California Press, Rafaeli, A, and Sutton, RI. The expression of emotion in organizational life. In Cumming, LL, and Staw BM (Eds.). Research in Organizational Behavior. Greenwich, CI: JAI Press, 1989; 11: Saxton MJ, Phillips, JS, and Blakeney, N. Antecedents and consequences of emotional exhaustion in the airline reservations service sector. Human Relations. 1991; 44: Wharton, A. The affective consequences of service work: Managing emotions on the Job. Work and Occupations. 1993; 20 (2): Maslach, C. Burnout-The cost of caring. Englewood Cliffs, New Jersey: Prentice-Hall, Inc., , Vol.9, No.2 111

16 and Social Psychology. 1986; 51 (6): Hair, JF, Jr., Anderson, RE, Tatham, RL, and Black, WC. Multivariate data analysis with readings. Englewood Cliffs, New Jersey: Prentice Hall, Inc., Baron, RM, and Kenny, DA. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality , Vol.9, No.2

17 The Influence of Emotional Labor on Customer-Oriented Behaviors Mu-Chuan Lin, Kuei-Pin Chang, Shu-Chuan Liang, Chia-Ling Chang, Yu-Jhen Peng Abstract Objectives: This study investigates the impact of emotional labor of hospital pharmacists on their customer-oriented behaviors. Methods: A cross-sectional survey was conducted among the hospitals in Eastern Taiwan. Data were collected by a self-administered questionnaire with a representative sample of 274 hospital pharmacists and 235 effective questionnaires were used for further statistical analysis. Results: Pharmacists had higher emotional labor and higher customeroriented behaviors. In particular, pharmacists who aged 41 years and older, married, working less than one year, had higher emotional labor. We found that emotional exhaustion did not have the mediating effect between emotional labor and customer-oriented behaviors. Emotional cognition, emotional empathy, emotional expression and awareness, and emotional adaptation did not have moderating effects among emotional labor, emotional exhaustion, and customer-oriented behaviors. Both emotional labor and emotional cognition were the two significant influential factors to customer-oriented behaviors. Conclusions: Hospital managers should not only continuously place emotional labor demand on pharmacists but also need to arrange emotional management courses and counseling services for them. Pharmacists would finally provide patient-centered services for hospital clients. Key words: Hospital Pharmacists; Emotional Labor; Emotional Management; Customer-Oriented Behaviors Mu-Chuan Lin, 44 Min-chuan Road, Hualien, Taiwan Received: July 16, 2007 Revised: December 20, 2007 Accepted: March 24, , Vol.9, No.2 113

( s y s t e m ) ( s t r e s s ) (stress model) ( s y s t e m ) [ ] [ 5 ] C o x [ 3 ] 1 [ 1, 2 ] [ 6-8 ] [ 9 ] Tw Fam Med Res 2003 Vol.1 No.1 23

( s y s t e m ) ( s t r e s s ) (stress model) ( s y s t e m ) [ ] [ 5 ] C o x [ 3 ] 1 [ 1, 2 ] [ 6-8 ] [ 9 ] Tw Fam Med Res 2003 Vol.1 No.1 23 1, 4 1, 2 3 1 4 1, 2 1977 E n g e l 1999 5 1 ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 ) 2003 1 2 2-32 stress model, stress analysis [ 1 ] ( p s y c h o g e n e s i s ) (holism) (biomedical model) ( r e d u c t i o