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系統識別號 U0002-1407201415071300
中文論文名稱 服務氣候與顧客忠誠度關聯性之跨層次研究
英文論文名稱 A Cross-Level Investigation of the Linkage between Service Climate and Customer Loyalty
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生中文姓名 吳家齊
研究生英文姓名 Chia-Chi Wu
學號 601610099
學位類別 碩士
語文別 中文
口試日期 2014-06-09
論文頁數 91頁
口試委員 指導教授-汪美伶
委員-楊立人
委員-劉敏熙
中文關鍵字 服務氣候  顧客導向行為  情感依附  顧客忠誠度  階層線性模型 
英文關鍵字 Service climate  Customer-oriented behavior  Emotional attachment  Customer loyalty  Hierarchical linear modeling 
學科別分類
中文摘要 國內金融保險業競爭激烈,且產品在進入市場前,皆為國外認證產品或受到專業審查,因此產品差異化的方式並無太大效應,與顧客接觸的服務人員成為了關鍵,若能展現出顧客導向行為,使顧客對服務人員產生情感上的依附。過去國內有許多情感依附的研究,但以人作為情感依附對象的研究並不多見。是故,本研究以國內北部金融業與保險業服務人員及其顧客作為研究對象,探討服務氣候、顧客導向行為、情感依附與顧客忠誠度四者之間系。總計發出180套紙本問卷,服務人員層級之有效問卷147份,回收率81.7%,顧客層級問卷透過服務人員發放,總計發放750位顧客,回收669份之有效問卷,回收率為89.2%。以階層線性模型(HLM, Hierarchical linear modeling)進行分析,研究結果發現,服務人員層級之服務氣候對顧客導向行為有正向關係;服務人員層級之顧客導向行為對顧客層級之情感依附有正向關係;顧客層級之情感依附對顧客忠誠度有正向關係;顧客導向行為對服務氣候與情感依附具有中介效果。故企業須讓員工之間產生服務氣候,員工之間互相傳遞顧客導向行為,進而影響顧客所接收到的服務,方能使顧客產生情感依附,最終成為忠實顧客。
英文摘要 This study investigates the role of service climate in the effective management of salespersons’ customer-oriented behavior in financial and insurance industries. We developed and tested a two-level model in which salespersons’ perceptions of service climate are related to their customer-oriented behavior and their customer-oriented behavior is, in turn, related to customers’ emotional attachment toward the salesperson, and the customer’s emotional attachment are related to customer loyalty. A total of 669 customers involving 147 salespeople were analyzed using hierarchical linear modeling (HLM), with results that support most of the proposed model. More specifically, service climate was positively related to customer-oriented behavior, customer-oriented behavior was directly related to emotional attachment, and emotional attachment was directly related to customer loyalty. In addition, service climate was associated with customer’s emotional attachment through customer-oriented behavior. Both theoretical and practical implications are discussed.
論文目次 目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 服務氣候 7
第二節 顧客導向行為 12
第三節 情感依附 19
第四節 顧客忠誠度 24
第五節 服務氣候與顧客導向行為之關係 27
第六節 顧客導向行為與情感依附之關係 29
第七節 情感依附與顧客忠誠度之關係 30
第八節 顧客導向行為之中介效果 31
第三章 研究方法 32
第一節 研究架構 32
第二節 研究設計 33
第三節 變數衡量 34
第四章 結果與討論 38
第一節 敘述統計 38
第二節 信效度分析 42
第三節 差異分析 47
第四節 相關分析 51
第五節 迴歸分析 52
第六節 中介效果檢定 54
第七節 階層線性模式 54
第八節、綜合討論 58
第五章 結論與建議 61
第一節 研究結論 61
第二節 理論意涵 63
第三節 實務意涵 64
第四節 研究限制與建議 66
參考文獻 69
中文文獻 69
英文文獻 70
附錄 88
附錄ㄧ 服務人員問卷 88
附錄二 顧客問卷 90



圖目錄

圖1-1 研究流程圖 6
圖3-1 研究架構圖 32


表目錄

表4-1服務人員樣本特性 39
表4-2顧客樣本特性 40
表4-2顧客樣本特性(續) 41
表4-3變數之信度表 43
表4-4服務人員層級之因素負荷量表 43
表4-4服務人員層級之因素負荷量表(續) 44
表4-5顧客層級之變數因素負荷量表 44
表4-6服務人員層級之內部一致性組合信度表 45
表4-7顧客層級之內部一致性組合信度表 46
表4-8研究變數之收斂效度表 46
表4-9性別與各變數間的差異分析-服務人員 47
表4-10年齡與各變數間的差異分析-服務人員 48
表4-11教育程度與各變數間的差異分析-服務人員 48
表4-12性別與各變數間的差異分析-顧客 49
表4-13年齡與各變數間的差異分析-顧客 49
表4-14教育程度與各變數間的差異分析-顧客 50
表4-15收入與各變數間的差異分析-顧客 51
表4-16相關分析-服務人員層級 52
表4-17相關分析-顧客層級 52
表4-18服務氣候對顧客導向行為的影響 53
表4-19情感依附對顧客忠誠度的影響 53
表4-20 中介效果分析 54
表4-21情感依附與顧客忠誠度之聚集 55
表4-22階層線性模式之分析結果 58
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