由於近年來旅遊產業的發達，顧客所受的教育及知識水準普遍提高，對於旅遊服務品質也有較高層次的要求。然則，當顧客不明白其中規則及專業上的問題時，便會提出許多無理的要求，即便前線人員耐心解釋也不願意接受，因此常導致前線人員覺得力不從心而產生工作倦怠感。
本研究希望觀察台灣地區旅行社前線人員的工作投入與顧客導向這二個變項，是否對前線人員的工作結果（包含工作滿意度、組織承諾及離職傾向）有顯著性影響。調查對象為台灣地區旅行社前線現職員工，回收有效問卷樣本為178份，資料分析方式為使用AMOS進行SEM結構方程模式分析。為避免樣本數量造成研究結果偏誤，本研究以最大概似估計法搭配Perform Bootstrap方式進行整體關聯模式分析。在台灣地區旅行社前線員工的樣本中，研究結果發現以下幾點：1.工作投入會正向影響工作滿意度與組織承諾；2.工作滿意度會正向影響組織承諾，且負向影響離職傾向；3.組織承諾會負向影響離職傾向。同時，在驗證的過程也發現在台灣地區旅行社前線員工的樣本中，顧客導向對工作滿意度或組織承諾的正向影響並無顯著性。根據分析內容，本研究提供對台灣地區旅行社三個管理上建議：包含對於離職率高的職務因應方案、提高工作投入對工作滿意度與組織承諾正向影響的策略以及平衡式的顧客導向策略，以供相關管理層級人員參考。

With the rapid development of tourism industry, customers have more knowledge in tourism and thus higher demand for service quality of tourism service. Frontline employees in the travel agency industry in Taiwan are therefore more likely to have to deal with more unreasonable requests from customers that might subsequently lead to customers’ burnout. The study investigates the effects of job engagement and customer orientation on job outcomes such as job satisfaction, organizational commitment and turnover intention among frontline employees in the Taiwan travel agency context. Using an SEM model with a valid sample of 178 respondents, the results demonstrate an adequate model of interrelationships between constructs in the study. Job engagement is found to have a positive influence on both job satisfaction and organizational commitment. Job satisfaction has a positive influence on organizational commitment. Both job satisfaction and organizational commitment are found to have negative effects on turnover intention. However, customer orientation is found not to have significant positive effects on both job satisfaction and organizational commitment. Three main empirical implications regarding remedies for high turnover intention, improving job engagement and adequate strategy of customer orientation are provided.

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