服務氣候對員工及顧客之滿意 邱素蘭、童惠玲
E-mail: [email protected]
摘 要
根據服務氣候理論與研究，探討服務氣候（全程服務、顧客導向、管理者作為以及顧客回饋）與員工滿意及顧客滿意之關 係，並檢討三項服務屬性（顧客接觸頻率、服務無形性及服務員工相依性）是否對服務氣候與顧客滿意扮演著調節角色。
本研究採立意抽樣調查，以臺灣土地銀行為研究對象，共針對40家臺灣土地銀行分行發出第一線服務人員與直屬主管及往 來顧客三種問卷。結果發現服務氣候中的全程服務構面對員工滿意有正向影響效果。又以員工與往來顧客配對評估顧客滿 意，結果發現全程服務對顧客滿意具正向影響效果。本研究採層級線性模式進行分析，結果顯示了服務屬性中的顧客接觸 頻率對服務氣候與顧客滿意具調節效果。顧客接觸頻率高時，組織更難控制及標準化服務流程，所以組織必須營造高度服 務氣候來改善員工滿意並提升服務品質以提高顧客的滿意。
關鍵詞 : 服務氣候、員工滿意、顧客滿意、服務屬性
目錄
中文摘要……… iii 英文摘要………..iv 致謝辭………..vi 內容目錄……….………..………..vii 表 目錄... ..ix 圖目錄 ... ...x 第一章 緒論...1 第一節 研究背景與動 機...1 第二節 研究目的...4 第二章 文獻探討...6 第一節 服務氣候…
…...6 第二節 員工滿意...7 第三節 顧客滿意...9 第四節 服務屬 性...12 第三章 研究方法..………....16 第一節 研究架
構...16 第二節 研究假設...17 第三節 研究對象及抽樣程序...18 第四節 量測 工具...21 第五節 資料處理與統計方法...24 第四章 統計分析與結果………
………...27 第一節 描述性統計...27 第二節 信效度分析...32 第三節 差異分
析...38 第四節 整體模式衡量分析...42 第五節 相關分析………...45 第六節 迴歸分析…………...46 第七節 階層線性分析………...47 第五章 結論與建議………
………...51 第一節 研究結論…...51 第二節 實務意涵…...53 第三節 研究限制與 後續研究建議...54 參考文獻...55 附錄 問卷...69 表目錄 表3-1問卷識 別及編碼方式...20 表4-1受試樣本之樣本特性...29 表4-2信度分析………...35 表4-3驗證性因素分析……...38 表4-4顧客基本資料變項對於個人層次顧客滿意的知覺差 異情形...………
…...39 表4-5 顧客基本資料變項對顧客滿意事後檢定………...39 表4-6 員工基本資料變項對於個人層次服務 氣候、員工滿 意的知覺差異情形………...40 表4-7 員工基本資料變項對服務氣候、員工滿意事後 檢定...40 表4-8 主管基本資料變項對於組織層次顧客接觸頻率、 服務無形性、員工相依性的知覺差異情形…………...41 表4-9 主管基本資料變項對顧客接觸頻率、服務無形性、 員工相依性事後檢定………...42 表4-10 變 項量測模式比較表………....44 表4-11 相關分析... .46 表4-12個體層次服務氣候對員工 滿意、顧客滿意之階層迴 歸結果………...47 表4-13服務氣候對顧客滿意影響之分析……
………....48 表4-14服務屬性之直接與調節效果………....49 圖目錄 圖3-1研究架構...17 圖4-1顧客接觸頻率調節服務氣候構面中整體服務氣候 與顧客滿意之間的交互作用圖...50
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