| 摘要: | 目的：本研究探討有關醫院櫃檯服務人員的人格特質、情緒智力對顧客導向行為之影響，從中了解醫院櫃檯服務人員所具備哪些人格特質及情緒智力，會反應出較良好的顧客導向行為，來達到提升服務滿意度，建構出以病人為中心的服務環境。
方法：本研究以量化之研究方法，透過改編人格特質量表(International personality inventory pool, IPIP)、情緒特質量表(Trait meta－mood scales, TMMS)及顧客導向行為量表(Selling orientation－customer orientation)製作出結構式問卷，針對新北市某財團法人教會醫院體系隸屬醫院的批價櫃檯、住院櫃檯、放射科櫃檯、復健科櫃檯、綜合檢驗櫃檯、各樓層護理站等，體系內櫃檯服務人員進行問卷施測。透過描述性統計來呈現各研究變項之特性與分佈，以t-test來檢定「性別」對顧客導向行為是否有顯著差異；以One-way ANOVA來檢定個人基本屬性中「年齡」、「教育程度」、「婚姻狀況」、「職稱」、「相關工作年資」及「工作單位」對顧客導向行為是否有顯著差異；以皮爾森相關分析，來檢定人格特質構面下的「親和性」、「嚴謹性」、「外向性」、「神經質」及「經驗開放性」，情緒智力構面下的「注意情緒」、「澄清情緒」及「修復情緒」各別對顧客導向行為的相關程度及其顯著水準；最後以複迴歸分析來檢定「個人基本屬性」、「人格特質」及「情緒智力」對於顧客導向行為的預測能力。
結果：問卷發放數量共181份，回收171份，其中有效問卷為153份，有效樣本回收率84.5%，本研究發現：1.個人屬性之性別差異會影響其顧客導向行為；2.人格特質中的外向性與經驗開放性與其顧客導向行為成正相關，且兩者皆有良好的預測能力；及3.情緒智力之修復情緒與注意情緒與其顧客導向行為成正相關，而修復情緒有較好的預測能力。
討論：1.由於本研究探討之母群體為醫院之櫃檯人員，在國內普遍是以女性之比例較高，是否因此導致性別對顧客導向行為造成影響仍待後續研究驗證；2.研究顯示櫃檯人員之人格特質有較高的外向性，則有較多的顧客導向行為，會主動替對方提供服務，此研究結果與Mechinda與Patterson在2011年發表的文獻及Neal等人在2012年發表的文獻討論相符；3.經驗開放性之人格特質能增加個人工作表現以及個人與組織之積極性，此研究結果與Periatt等人在2007年發表的文獻及Neal等人在2012年發表的文獻討論相符，說明了具有外向性及經驗開放性特質的櫃檯服務人員願意投入時間來表現出顧客導向行為，但卻會降低作業效率，這在櫃檯服務作業性質上必須由兩者中取得一個平衡；4.本研究發現當櫃檯人員之復情緒之情緒智力程度越高，其顧客導向行為程度越高，而醫院的櫃檯人員每日需面對眾多來院的病患以及其家屬，面對各種要求與突發狀況，若能有效的緩和與穩定自我的情緒，對於服務品質及顧客導向行為有加分的作用。總而言之，醫院櫃檯人員之性別、人格特質之外向性及經驗開放性與情緒智力之修復情緒會影響其顧客導向行為。因此，上述研究結果可提供醫院在招募或訓練櫃檯人員時參考。
Object: The current study examines the personality traits and emotional intelligence of the hospital counter service staffs to figure out which personality trait and what emotional intelligence would lead to higher customer-oriented behavior, which can further lead to higher patient satisfaction degree to construct a patient-centered service environment.
Methods: In this study, we use quantitative research methods through the structured questionnaire adapted from International Personality Inventory Pool (IPIP), Trait Meta-Mood Scales (TMMS) and Selling Orientation-Customer Orientation, to investigate the counter service staffs of pricing counters, hospital counters, radiologic department counters, rehabilitation department counters, comprehensive examination department counters, and nursing station of each floor in a foundational cardinal hospital in New Taipei City.
First, we use descriptive statistics to show the characteristics and distribution of all study variables. And then, for discontinuous variables, we use t-test to assess the difference between the variable "gender", and use one-way ANOVA to test the differences between the variables "age", "education level", "marital status", "job title", "relevant work experience (year)" and "work unit" on the customer-oriented behavior are whether significantly different or not. For continuous variables, we use Pearson product-moment correlation to evaluate the relationship between the personality traits (Openness to experience, Conscientiousness, Extraversion, Agreeableness and Neuroticism) and the customer-oriented behavior, and the relationship between the Emotional Intelligence (Attention, Clarity and Repair) and the customer-oriented behavior. Finally, we use Multiple Regression Analysis to evaluate the prediction capability of "personal basic attributes", "personality traits" and "emotional intelligence" to the customer-oriented behavior.
Results: A total of 181 questionnaires were distributed and 171 were collected, of which 153 were completed questionnaires, and the effective response rate is 84.5%. In the current study, we found that: 1. the variable "Gender" in personal basic attributes affected the customer-oriented behavior; 2. the variables "Extraversion" and "Openness to experience" in personality traits were positively related to the customer-oriented behavior, and both with a good predictive ability; and 3. the variables "Attention" and "Repair" in emotional intelligence were positively related to the customer-oriented behavior, and "Repair" was with a better predictive ability.
Discussion: 1. The investigational population of the recent study is hospital counter staffs, which are mainly female in Taiwan. Further studies are suggested to verify whether it is the reason leads to the difference of customer-oriented behavior between gender variable. 2. The current study showed that the counter staff with higher points of Extraversion personality trait would tend to have more customer-oriented behavior, and provide services to patients actively. The results are similar to the previous studies from Mechinda and Patterson published in 2011 and Neal et al. published in 2012. 3. Openness to experience personality trait could lead to better personal work performance and higher personal and organizational motivation. The results are consistent with the study published by Periatt et al in 2007 and the literature presented by Neal et al in 2012. It is demonstrated the counter service staffs with Extraversion and Openness to experience personality traits tended to invest more time to do the customer-oriented behavior, but it might reduce the work efficiency relatively. How to maintain the balance between customer-oriented behavior and work efficiency is the nature of the work of counter service staffs. 4. The recent study found that when the counter staffs with higher points in the repair variable of emotional intelligence, the higher degree of customer-oriented behavior they have. Due to the hospital counter staffs need to face a large number of hospital patients and their families, and handle various requirements and sudden situation every day, if the staff can ease and stabilize his own emotion effectively, it might be helpful to the service quality and the customer-oriented behavior. Overall, gender, Extraversion personality trait, Openness to experience personality trait and Repair emotional intelligence can affect the customer-oriented behavior in hospital counter staffs. Therefore, the results of the study can provide hospitals a reference to recruiting or training the counter staffs. |
