| Summary: | 碩士 === 國立雲林科技大學 === 企業管理研究所 === 86 === The quality of service has been emphasized in organizations competitive strategy in the service industry. In addition to the tangible service, the "intangible service" is also an important part of service quality. For the purpose of ensuring staff''s conveying necessary emotion to customers while providing service, they are requested to follow the "rule of expressing pleasant emotion at the work place" prescribed by the organization. It means that staffs are offering their emotional labor to customers at the time. The objective of this research is to explore the display rules and socialization process of emotional labor. In terms of display rules, it includes the emotion of staff towards customers and their superiors. In terms of socialization, it includes the methods (inquiry, observation, informed, and independent learning), channels (superiors, senior staff), and content (organizational value and culture, group, job responsibility, role, experience). In terms of research method, this study is a "qualitative" design with aresearch subject of "case study." Janfusun Fancyworld World is the case to be studied hereinafter. In terms of data compilation, in addition to document analysis, there are also the non-structural "natural observation method," "Focus Groups," and "in-depth interview." In terms of interviewees,staff were generally the target of the study. In this study, the immediate superintendent of staff is made to be the target. The author intends to analyze emotional labor from different angles, and further understand how the current superintendents who were once staff convey display rules to their subordinates.According to the results of this research, the display rules in the organization can be classified into two categories. Category one is the "front stage display rules." It is a rule meant for the emotion expressed towards customers and superintendents. The "front stage display rules" can be further classified into four sub-categories: (1) "fundamental front stage display rules" (professional, interactive, trustful, persistent, flexible,self-control, active and dicersified) (2) "non-fundamental front stage display rules" (intimacy, respect, and independence); (3) "display rules of members in an organization" (the emotion of superintendent towards staff--be considerate, brotherhood, encouragement, and intimidation); (4) "handling customer''s complaint".Category two is "back stage display rules." It means for "a set of display rules in an organization used to regulate how should staff release their emotion after excusing themselves from the front stage emotion, also, how does each channel for emotional relief work?" The back stage display rules is classified into two categories. Category one is the way of emotional relief. In terms of emotional relief for staff, they usually reveal their emotion to superior through "informal channels" (chatting, avoiding). They are "non-active" and "random" method. In terms of emotional relief for management, they usually reveal their emotion to superior through an "informal channel" (chatting, oneself). It is also a "random" method. Category two is "stimulating workers of emotional labor model." It can be an internal stimulation from the organization (work design, career plan) and an external stimulation from tourists (feedback).In terms of factors that cause emotional labor off-balanced, there are external causes (contact with tourists, weather, mechanic operation) and internal causes (poor interrelation among staff, supervisor and subordinates cannot reach a common understanding). In terms of emotional labor result, there are resignation and staff''s anxiety. In terms of prevention mechanism for emotional labor, there are stimulating objective, reducing "contrast" chance, job rotation, work independence, and emotional segregation. In terms of socialization for display rules, there are inquiry, observation, informed, and independent learning. The channels of socialization include selection, morning meeting, management, and senior staff. The content of socialization includes organizational value and culture, group, job responsibility, role, and experience. Finally, seventeen proposed subjects and several suggestions are proposed. Therefore, the conclusion of this study is that emotional workers do not necessarily lose their temper while performing emotional labor. However, an organization should stress the importance of "emotional labor management" and substantiate it onto the program of human resources in order to reduce the burden of emotional workers. Moreover, an organization can carry out the socialization of an display rules prior to the employment to speed up the socialization process of staff.
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