| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 95 === According to the Taiwan Institute of Economic Research, after years of promoting coffee as common beverage, the consumption base increases every year, this effect also includes the drop in the average age of consumption (2002). Coffee stores are now a common and popular environment for chatting, gathering, and meeting, not to mention that it has become part of the modern life style.
Under the overall coffee market demand and stronger market competitiveness, there are lots of reasons that would affect consumer behavior. Other than a company’s brand uniqueness, positioning, culture, marketing strategy, the most important component is the front-line employee’s service attitude. An employee’s overall behavior, including the way to communicate and to manage his/her emotion, definitely affects a customer’s decision on whether or not he/she would come back to visit again. The results of interactions between people and people, employees and employees, employees and customers, can all make difference on the overall performance of a team as well as on the perception of a customer.
Group mood tone consists of “consistent or homogenous affective reactions within a group”(George, 1990, p. 108). Group mood tone is an aggregate of the moods of the individual members of the group and refers to mood at the group level of analysis. If the moods of the individual group members are consistent, then group mood tone can be treated as a group property (George, 1990). Not all groups have an mood tone; members of some groups do not experience similar moods. Even then, past research indicate that a majority of groups possess a mood tone ( George, 1996).
This researcher has a valid sample size of group members 243 responses,including 49 group(stores),and the customers 245 responses. The result of this study can become a reference for employers when developing their management styles. Moreover, this study enables a company to better understand its employee’s mood tone, performance, and customer service. As a result, a team’s overall performance can be improved, and a more effective managing system can also be expected.
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