A Liquor-Retailing Study on the Relationship between Forgiveness and Emotional Labor in the Process of Customer Complaints and Reconciliation

• Main Authors: TSAI, WEI-LING, 蔡薇玲
• Other Authors: LINLIU, SHU-CHUAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2k8bba

碩士 === 國立屏東大學 === 休閒事業經營學系碩士班 === 107 === 　　Service-oriented salespersons need to serve a large number of customers on the frontline. If customers make trouble intentionally or conduct irrational conversations, there is a higher chance that the salespersons commit service failure. The incidents would probably harm the relationship between salespersons and customers, causing the salespersons annoyance and job stress. Reconciliation can be used to resolve the conflicts between the two parties. The strategy of bringing forgiveness into the process of reconciliation may solve issues of interpersonal relationships more effectively. 　　This study adopted the Grounded Theory as a qualitative research method and used purposive sampling methods to recruit sixteen liquor retail supervisors as research participants. Semi-structured in-depth interviews were conducted and the data was analyzed by the Nvivo11 software. This study aims to find out, from the reconciliation persepective, the psychological processes of the retail supervisors in customer complaints, forgiveness and emotional labor, to establish a preliminary theoretical framework. 　　This study found out that retail supervisors usually require supervisors or salespersons to reconcile with customers in order to maintain a good corporate image. According to how unreasonable the customer requests are, the supervisors or salespersons who face the difficult customers would have different emotional labor in the process of reconciliation. After got hurt emotionally, they can release the negative emotions by using forgiveness to reconcile with the customers, thus expediting the conflict resolution. This study suggests that liquor retailers to provide educational training sessions for salespersons in order to increase their positive energy in dealing with difficult customers.