【作者】 王丹丹；

【导师】 刘汝萍；

【作者基本信息】 东北大学 ， 企业管理， 2019， 硕士

【摘要】 顾客不当行为在服务营销领域普遍存在,不仅会对企业、同属顾客带来消极影响,也会对一线员工的情感、心理、工作满意度和工作绩效产生影响,甚至还会使一线员工产生离职或报复倾向等。一线员工是与实施不当行为的顾客最直接接触的一员,也有正常的情绪表达和工作等方面的需要,一线员工该如何应对顾客不当行为?通过梳理相关文献以及实践研究发现面对顾客不当行为一线员工主要有沉默、消极反应行为和积极主动行为,如制止、劝阻甚至报警等必要之恶行为三类反应策略。已有研究发现一线员工的必要之恶行为,如制止等效果最好。但是目前很少有学者研究一线员工的必要之恶行为,更没有学者研究一线员工必要之恶行为的决策过程。本文从行为性质入手,基于伦理决策过程模型研究顾客不当行为严重性对一线员工必要之恶行为倾向的影响,分析目的论判断和义务论判断在顾客不当行为严重性和一线员工必要之恶行为倾向之间的中介作用,以识别一线员工必要之恶行为的决策过程,并进一步挖掘一线员工目的论判断、义务论判断和一线员工必要之恶行为倾向之间的权变因素,剖析感知组织支持的调节作用。本文通过问卷调查收集数据,运用SPSS24.0进行数据分析,得到如下结论:(1)顾客不当行为严重性正向影响一线员工必要之恶行为倾向;(2)一线员工必要之恶行为的决策过程:目的论判断和义务论判断在顾客不当行为严重性对一线员工的必要之恶行为的影响中起到中介作用;(3)目的论判断的中介作用显著强于义务论判断的中介作用;(4)感知组织支持在一线员工目的论判断-一线员工必要之恶行为倾向、一线员工义务论判断-一线员工必要之恶行为倾向关系间起到调节作用。最后,本文根据分析结果探讨了企业应如何减少和管理顾客不当行为,为企业服务设置、顾客引导、员工培养等方面提出了管理建议,并指出了本文的局限性和未来研究方向的展望。更多还原

【Abstract】 Customer Misbehavior is common case in the service marketing field.It not only has a negative impact on the companies and their customers,but also affects the emotional,psychological,job satisfaction and job performance of frontline employees.It even causes frontline employees to have a tendency to resign or retaliate,etc.Frontline employees are the ones who are most directly in contact with customers.They also need for normal emotional expression and processing work.How should frontline employees respond to customer misbehavior?By combing relevant literature and practical research,it is found that frontline employees who face customer misbehavior mainly have three types of reaction strategies:silence,negative reaction behavior and proactive behavior,such as suppression,dissuasion and even alarm which are necessary evils.Studies have found that frontline employees’ positive reactions are the best actions.However,few scholars have studied the positive response strategies of frontline employees,and there is no scholar to study the decision-making mechanism of frontline employees’ positive response strategies.This study starts with the nature of behavior,based on the theory of ethics to study on the influence of the severity of customer misbehavior on the necessary evils of frontline employees,and analyzes the mediating role between the severity of customer misbehavior and the necessary evils behavior of frontline employees in order to identify the decision-making mechanism of the necessary evils of frontline employees,and further explore the contingency factors between the deontological evaluation of the frontline,the teleological evaluation of the frontline and the necessary evils to analyze the adjustment role of the perceived organizational support.This study collects data through questionnaires and uses SPSS24.0 to analyze data.And the conclusions are as follows:(1)The severity of customer misbehavior positively affects the necessary evils of frontline employees;(2)The decision-making mechanism for the necessary evils of frontline employees:the deontological evaluation and the teleological evaluation play a mediating role in the influence of the severity of customer misbehavior on the necessary evils of frontline employees.(3)The mediating role of the deontological evaluation is significantly stronger than the mediating role of the teleological evaluation.(4)Perceived organizations support plays a adjustment role between the the deontological evaluation and the teleological evaluation of the firstline employees and the the necessary evils of frontline employees.Finally,based on the analysis results,this study explores how companies should reduce and manage customer misbehavior,and give managerial implications and recommendations for enterprise service setup,customer guidance,employee training,etc.,and point out the limitations of this study and future research directions about the research.更多还原