客艙組員組織公民行為、知覺美學溝通和表現與其自評工作績效之研究

Abstract

客艙組員是航空公司維持優良服務品質與形象的關鍵角色，具備合宜美學溝通與表現能力的客艙組員能使乘客進一步了解企業服務品質，提高服務質感與顧客滿意度，且有利於組織合作力與生產力。飛航任務講求團隊合作與互助，航空公司期望客艙組員主動參與機上作業、提供乘客額外服務以創造情感價值及主動學習等自發性行為。本研究目的旨在探討客艙組員組織公民行為、知覺美學溝通和表現與其自評工作績效之關係，就國內某國際航空公司本國籍在職客艙組員為研究對象，以立意抽樣方式進行問卷調查，一共發出300份問卷，取得有效樣本264份，有效問卷回收率為88%。研究工具包括有組織公民行為量表、美學溝通和表現量表、自評工作表現分數、工作現況與人口統計變項。以描述性統計、信效度分析、獨立樣本t檢定、皮爾森積差相關分析法以及一般多元迴歸分析進行資料處理與分析。本研究結果顯示：一、客艙組員平均年齡為36.58歲，以女性單身者居多，教育程度以大專畢業為主，工作級別以空服員居多，平均服務年資為12.33年。平均每月於美體花費為2,920元、美容花費為2,527元、美妝花費則為2,093元。對於工作表現自評分數平均為82.65分。二、不同「職別」的客艙組員在組織公民行為、知覺美學溝通和表現、自評工作績效上均呈現顯著差異。三、客艙組員之組織公民行為、知覺美學溝通和表現與自評工作績效呈顯著正相關。四、客艙組員組織公民行為與知覺美學溝通和表現對其自評工作績效有顯著的解釋力。本研究依據研究結果提出結論與建議，包括服務相關產業實務應用與管理建議，以及未來研究建議。

The purpose of this study is to explore the relationship among cabin crews’ organizational citizenship behavior, perceived aesthetic communication and appearance, and self-assessment performance. Three hundred questionnaires were completed through purposive sampling by native cabin crew working at Taiwanese international airlines, and two hundred and sixty-four responds were received. Based on the descriptive statistical analysis, t-test, Pearson’s correlation analysis, and multiple liner regression analysis, the results were as follow: The majority of cabin crews were female, age of 36.58, university-educated, working-seniority in 12.33 years, not married, and the self-assessment performance was 82.65 points. The effects of different cabin crews’ official rank on organizational citizenship behavior, perceived aesthetic communication and appearance, and self-assessment performance were significantly different. Besides, cabin crews’ organizational citizenship behavior, perceived aesthetic communication and appearance, and self-assessment performance were high positive correlation. Also, organizational citizenship behavior, perceived aesthetic communication and appearance can explain effectively self-assessment performance. According to the results, this study makes conclusions and recommendations for aviation and hospitality industry and future research.