服務氣候與顧客滿意 蘇朝祥、童惠玲
E-mail: [email protected]
摘 要
本研究的目的為了解台灣金融服務業，服務氣候影響顧客對組織提供服務的滿意；藉由營造與維持服務氣候，透過員工情 感性承諾的中介效果，來衡量對顧客滿意的影響；服務屬性（顧客接觸頻率、服務無形性及員工相依性）潛在調節服務氣 候與顧客滿意之間的效果。針對40家金融服務機構，發放直屬主管、第一線員工及經常往來顧客問卷；個體層次為顧客填 寫顧客滿意問卷及第一線員工填寫服務氣候及情感性承諾問卷；組織層次為直屬主管填寫服務屬性問卷。從收集的問卷進 行資料分析，驗證個體層次服務氣候分別對情感性承諾、顧客滿意、服務屬性之關係，及利用多層次線性模式分析來驗證 組織層次與個體層次之關係。結果發現，服務氣候對顧客滿意有顯著正向影響效果；服務氣候對員工的情感性承諾有顯著 正向影響效果；在跨層次交互作用驗證下，當組織維持低服務氣候時，傳遞高服務無形性相對於低服務無形性所帶給顧客 的滿意度較大。當組織營造與維持高服務氣候時，傳遞高服務無形性相對於低服務無形性所帶給顧客的滿意度較小。
關鍵詞 : 服務氣候(service climate)、顧客滿意(customer satisfaction)、情感性承諾(affective commitment)、服務屬性(service attribute)、多層次線性模式分析(hierarchical linear modeling、HLM)
目錄
內容目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究目的與動機．．．．．．．．．．．． 1 第二節 研究問題．．．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．． 6 第一節 顧客滿意．．．．．．．．．．．．．．． 6 第二節 服務氣候．．．．．．．．．．．．．．． 8 第三節 情感性承諾．．．．．．．．．．．．．． 10 第四節 服務屬性．．．．．．．．．．．．．．． 12 第三章 研究方法．．．．．．．．．．．．．．．．． 18 第一節 研究架構．．．．．．．．．．．．．．． 18 第二節 研究假設．．．．．．．．．．．．．．． 19 第三節 研究對象與抽樣程序．．．．．．．．．． 20 第四節 量測工具．．．．．．．．．．．．．．． 21 第五節 資料分析方法．．．．．．．．．．．．． 24 第四章 統計分析與結果．．．．．．．．．．．．．． 26 第一節 描述性統計．．．．．．．．．．．．．． 26 第二節 信效度分析．．．．．．．．．．．．．． 31 第三節 整體模式衡量分析．．．．．．．．．．． 37 第四節 差異分析．．．．．．．．．．．．．．．． 39 第五節 相關分析．．．．．．．．．．．．．．． 43 第六節 迴歸分析．．．．．．．．．．．．．．． 44 第七節 多層次線性模式．．．．．．．．．．．． 46
第五章 結論與建議．．．．．．．．．．．．．．．． 50 第一節 研究結論．．．．．．．．．．．．．．． 50
第二節 實務意涵．．．．．．．．．．．．．．． 52 第三節 研究限制．．．．．．．．．．．．．．． 53 第四節 研究建議．．．．．．． ．．．．．．． 53
參考文獻 ．．．．．．．．．．．．．．．．．．．．． 55 附錄一 問卷量表．．．．．．．．．．．．．．．．． 66 附錄二 問卷量表．．．．．．．．．．．．．．．．． 67 附錄三 問卷量表．．．．．．．．．．．．．．．．． 69 表目錄
表 4- 1 受試樣本之樣本特性．．．．．．．．．．．．． 26 表 4- 2 信度分析．．．．．．．．．．．．．．．．．． 32 表 4- 3 驗證性因素分析．．．．．．．．．．．．．．． 34 表 4- 4 本研究變項量測模式比較表．．．．．．．．．． 37 表 4- 5 顧客基本資料變項對個體層次顧客滿意的知覺差異 情形．．．．．．．．．．．．．．．．．．．． 38 表 4- 6 顧客基本資料變項對顧客滿意事後檢定．．．．． 38 表 4- 7 員工基本資料變項對個體層次服務氣候、情感性承諾 的知覺差異情形．．．．．．．．．．．．．．． 39
表 4- 8 員工基本資料變項對服務氣候、情感性承諾事後檢定 39 表 4- 9 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．．．．．． 40 表 4-10 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．．．．．．．．．．．．．． 41 表 4-11 相關分析．．．．．．．．．．．．．．．．．． 42 表 4-12 個體層次服務氣候、情感性承?對顧客滿意之階層迴 歸結果．．．．．．．．．．．．．．．．．．． 43
表 4-13 服務氣候對顧客滿意影響之分析 ．．．．．．．． 44 表 4-14 服務屬性之直接與調節效果 ．．．．．．．．．． 45 圖目錄
圖 3-1 研究架構圖．．．．．．．．．．．．．．．．． 16 圖 4-1 服務無形性調節服務氣候與顧客滿意之間的交互作用 圖．．．．．．．．．．．．．．．．．．．．．．47 參考文獻
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