The relationship between customer perception towards salesperson's service-oriented organizational c
謝瑜玲、謝安田
E-mail: [email protected]
ABSTRACT
The relationship between customer perception towards salesperson's ser-vice-oriented organizational citizenship behaviors, customer value and customer’s price sensitivity remain unclear. Thus, this study intent to clarify the issues and to examine the mediation effects of customer value on the relationship between salesperson's service-oriented organizational citizenship behaviors and customers’ price sensitivity. 600 samples randomly selected from vary department stores and 372 responded the response rate is 62% and the empirical results were as below: 1. Salesperson's service-oriented organizational citizenship behaviors have a positive effect on customers’ hedonic value, and no effect on customers’ utilitarian value. 2. There is a negative effect on price sensitivity, but no effect between utilitarian value and customers’ price sensitivity. 3. A negative effect between service-oriented organizational citizenship behaviors and customers’ price sensitivity. 4. Customers’ hedonic value mediated the relationship between
salesperson's service-oriented organizational citizenship behaviors and customers’ price sensitivity. 5. No mediation effect of customers’ utilitarian value on the relationship between salesperson's service-oriented organizational citizenship behaviors and customers’ price sensitivity. The contributions to literature and managerial implications are discussed and suggestions for future research are recommended.
Keywords : service-oriented organizational citizenship behaviors、customer value、price sensitivity Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． v 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vii 內容目錄 ．．．．．．．．．．．．．．
．．．．．．． viii 表目錄 ．．．．．．．．．．．．．．．．．．．．． x 圖目錄 ．．．．．．．．．．．．
．．．．．．．．． xii 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與問題．
．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 6 第三節 研究架構．．．
．．．．．．．．．．．． 7 第四節 研究重要性．．．．．．．．．．．．．． 8 第五節 研究限制．．
．．．．．．．．．．．．． 8 第二章 文獻回顧．．．．．．．．．．．．．．．．． 10 第一節 服務導 向OCBs ．．．．．．．．．．．． 10 第二節 價格敏感度．．．．．．．．．．．．．． 20 第三節 顧 客價值．．．．．．．．．．．．．．． 27 第三章 研究假設．．．．．．．．．．．．．．．．． 32 第一節 服務導向OCBs與顧客價值的關係．．．． 32 第二節 顧客價值與價格敏感度的關係．．．．．． 34 第三 節 服務導向OCBs與價格敏感度的關係．．． 35 第四節 顧客價值對服務導向OCBs與價格敏感度關 係的 中介效果．．．．．．．．．．．．． 37 第四章 研究設計．．．．．．．．．．．．．．．．． 40 第一節 研 究變數定義與衡量工具．．．．．．．． 40 第二節 抽樣程序與樣本特性．．．．．．．．．． 45 第三節 資料分析方法．．．．．．．．．．．．． 51 第四節 信度與效度分析．．．．．．．．．．．． 52 第五章 實證結果分析．．．．．．．．．．．．．．． 59 第一節 價格敏感度之實證資料分析．．．．．．． 59 第二節 銷售人員之服務導向OCBs實證資料分析． 61 第三節 中介變數顧客價值之實證資料分析．．．． 65 第四節 消費者知識之實證資料分析．．．．．．． 68 第五節 服務導向OCBs與顧客價值之關係．．．．
71 第六節 顧客價值與價格敏感度之關係．．．．．． 74 第七節 服務導向OCBs與價格敏感度之關係．．
． 75 第八節 服務導向OCBs與顧客價值、價格敏感度之 關係．．．．．．．．．．．．．．．．． 77 第九節 顧客價格敏感度之邊界．．．．．．．．． 83 第六章 結論與建議．．．．．．．．．．．．．．．． 85 第一節 結論．．．．．．．．．．．．．．．．． 85 第二節 建議．．．．．．．．．．．．．．．．
． 97 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 101 附錄 研究問卷．．．．．．．．．．．．．．
．．．． 130 表目錄 表 4- 1 顧客性別分佈．．．．．．．．．．．．．．．． 47 表 4- 2 顧客年齡分佈．．．．．．．．
．．．．．．．． 47 表 4- 3 顧客教育程度分佈．．．．．．．．．．．．．． 48 表 4- 4 顧客年收入分佈．．．．．．．
．．．．．．．． 48 表 4- 5 銷售人員性別分佈．．．．．．．．．．．．．． 49 表 4- 6 銷售人員年齡分佈．．．．．．
．．．．．．．． 49 表 4- 7 銷售人員教育程度分佈．．．．．．．．．．．． 50 表 4- 8 銷售人員服務年資分佈．．．．
．．．．．．．． 50 表 4- 9 服務導向OCBs量表之效度與信度分析．．．．．． 54 表 4- 10 顧客價值量表之效度與信度分
析．．．．．．．． 56 表 4- 11 價格敏感度量表之效度與信度分析．．．．．．． 57 表 4- 12 消費者知識量表之效度與信 度分析．．．．．．． 58 表 5- 1 價格敏感度之相關分析．．．．．．．．．．．． 60 表 5- 2 價格敏感度之變異數分析．
．．．．．．．．．． 61 表 5- 3 忠誠OCBs之相關分析．．．．．．．．．．．． 62 表 5- 4 參與OCBs之相關分析．．．
．．．．．．．．． 63 表 5- 5 服務傳遞OCBs之相關分析．．．．．．．．．．． 64 表 5- 6 享樂價值之相關分析．．．
．．．．．．．．．． 66 表 5- 7 功利價值之相關分析．．．．．．．．．．．．． 67 表 5- 8 消費者知識之相關分析．．
．．．．．．．．．． 69 表 5- 9 消費者知識與顧客年齡之變異數分析．．．．．． 70 表 5- 10 消費者知識與銷售人員教 育程度之變異數分析．． 70 表 5- 11 消費者知識與銷售人員服務年資之變異數分析．． 71 表 5- 12 服務導向OCBs與顧客 價值之相關分析．．．．．． 73 表 5- 13 服務導向OCBs與顧客價值之迴歸分析．．．．．． 73 表 5- 14 顧客價值與價格 敏感度之相關分析．．．．．．． 74 表 5- 15 顧客價值與價格敏感度之迴歸分析．．．．．．． 75 表 5- 16 服務導 向OCBs與價格敏感度之相關分析．．．．． 76 表 5- 17 服務導向OCBs與價格敏感度之迴歸分析．．．．． 77 表 5- 18 服 務導向OCBs、享樂價值與價格敏感度之層級迴歸 分析．．．．．．．．．．．．．．．．．．．． 79 表 5- 19 服務導 向OCBs、功利價值與價格敏感度之層級迴歸 分析．．．．．．．．．．．．．．．．．．．． 82 表 5- 20 價格調 漲(5%~50%)消費者價格敏感度之邊界．．． 84 表 6- 1 研究假設H1檢定結果彙整表．．．．．．．．．． 88 表 6- 2 研究 假設H2檢定結果彙整表．．．．．．．．．． 89 表 6- 3 研究假設H3檢定結果彙整表．．．．．．．．．． 91 表 6- 4 研 究假設H4檢定結果彙整表．．．．．．．．．． 95 圖目錄 圖 1-1 研究架構．．．．．．．．．．．．．．．．．． 7 圖 5- 1 銷售人員之忠誠OCBs、享樂價值與價格敏感度迴歸 路徑係數分析圖．．．．．．．．．．．．．．． 80 圖 5- 2 銷售 人員之參與OCBs、享樂價值與價格敏感度迴歸 路徑係數分析圖．．．．．．．．．．．．．．． 80 圖 5- 3 銷售人員之 服務傳遞OCBs、享樂價值與價格敏感度 迴歸路徑係數分析圖．．．．．．．．．．．．． 81
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