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題名：顧客參與對服務人員之角色衝突和角色模糊影響之研究
作者：顏昌華 引用關係
作者(外文)：Chang-Hua Yen
校院名稱：中國文化大學
系所名稱：國際企業管理研究所
指導教授：謝安田
學位類別：博士
出版日期：2003
主題關鍵詞：顧客參與；角色衝突；角色模糊；Customer Participation；Role Conflict；Role Ambiguity
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顧客參與可以提高組織生產力和效率，對顧客之服務品質認知和滿意度也有正向的影響。然而，顧客參與服務運送過程中，服務提供者在企業與顧客之間，扮演組織界面人的角色，容易產生角色衝突和角色模糊的情形。另一方面，顧客參與可視為顧客組織社會化的方式，顧客愈瞭解組織的價值觀，獲得服務交易所需的資訊，也可能會降低服務人員角色衝突和角色模糊的情形。由以上兩方面的邏輯推論來說，具有不同的解釋，也並未有實證研究加以分析，所以本研究之目的在探討顧客參與對服務人員角色衝突和角色模糊之影響。
本研究是透過郵寄問卷的方式，針對餐飲服務業第一線的服務人員進行問卷調查，總共寄發了555份問卷，111家餐飲服務業。共計回收問卷313份，扣除作答不完全的問卷20份，有效問卷共計293份，有效回收率為56.93%。
研究結果顯示，顧客參與對服務人員之角色衝突具有顯著的正向影響，而顧客參與對服務人員之角色模糊具有顯著的負向影響。顧客參與服務運送的過程中，服務提供者不但要回應不同顧客的多樣化要求，同時也必需完成上司交付的工作內容，使得服務人員角色衝突提高。而顧客參與程度愈高，顧客在服務接觸過程中扮演代替主管的角色，提供員工所需要的任務引導和社會支持，有助於降低服務人員角色模糊之情形。最後，本研究進一步討論如何管理顧客參與，並對後續研究及管理實務提出建議。
Customer participation could raise organizational productivity and efficiency. In addition, it has positive effects on service quality perception and customer satisfaction. However, when customers participate in the service production and delivery process, the service providers perform a boundary-spanning role which serves as the interface between the firm and the customer. Empirical data indicated that the two parties will create a high role conflict and role ambiguity. For another, customer participation can be a way of customer organizational socialization. It allows customers to learn specific organizational values, gain the knowledge necessary to interact with employees while service transactions. Such move might help lower employee role conflict and role ambiguity. Given the above reasoning, the effect of customer participation on service providers’ role conflict and role ambiguity is a subject that is ambiguous and that the relationship has not been analyzed empirically. Therefore, the purpose of this study is to examine the effect of customer participation on service providers’ role conflict and role ambiguity.
This research collected data by means of questionnaire survey conducted on frontline service employees in multiple foodservices. A total of 555 questionnaires were distributed to 111 restaurants in Taiwan and 313 questionnaires were returned. Of which 20 surveys were unusable, with usable questionnaires totaling 293. The response rate is 56.39 percent.
The results indicate that customer participation is positively related to service providers’ role conflict, and negatively related to service providers’ role ambiguity. When customers participate in the service delivery process, employees are not only in a position to respond to customers, but also to management demands. It is likely for service providers to encounter incompatible job demands or expectations from both customers and management, resulting in a rise of role conflict. On the other hand, the higher the degree of customer participation, customers could act as substitutes for leadership in service encounters. That is, customers can take the place of superiors in providing service providers the task guidance and social support they require, which will result in a decrease of service providers’ role ambiguity. Finally, implications of these findings for managing customer participation as well as future research directions are subsequently discussed.
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詹偉勝(2002)，服務業跨界員工之技術成熟度對其工作滿意影響之研究，國立高雄第一科技大學行銷與流通管理研究所未出版之碩士論文，14-19。
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