Service Climate and Customer Satisfaction：Boundary Conditions of Service Attributes and Market－Focused Human Resource
鄭宏展、童惠玲
E-mail: [email protected]
ABSTRACT
Extending previous research in identifying work unit influences stimulating customer satisfaction, the present study in service examined whether service climate and service-oriented organizational citizenship behaviors correlated positively with customer satisfaction, whether service attribute (customer contact frequency, service intangibility, and service employee interdependence) moderated the relationship of service climate and customer satisfaction, and whether market-focused human resource management moderated the relationship of service climate and service-oriented organizational citizenship behaviors. Data were collected from 100 employees, 40 managers and 200 customers at large hypermarket group in middle Taiwan. Results indicated service climate was positively related to service-oriented organizational citizenship behaviors, which in turn do not increase the likelihood of customer satisfaction. HLM results indicated service climate had stronger positive relationships with customer satisfaction under high service intangibility. Customer contact frequency and service employee interdependence, respectively, has no moderation effect of service climate on customer satisfaction. Market-focused human resource management has no moderation effect of service climate on service-oriented organizational citizenship behaviors.
Keywords : service climate, customer satisfactionattribute,service,
Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．
．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．．．
．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究動機與背景．．．．
．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．
．．．．．．．．． 5 第一節 服務氣候與顧客滿意．．．．．．．．．． 5 第二節 服務導向組織公民行 為．．．．．．．．． 8 第三節 服務屬性調節角色．．．．．．．．．．． 10 第四節 市場導向人力資源 管理活動調節效果．．． 14 第三章 研究方法．．．．．．．．．．．．．．．．． 17 第一節 研究架構．．
．．．．．．．．．．．．． 17 第二節 研究假設．．．．．．．．．．．．．．． 18 第三節 研究對象 與抽樣程序．．．．．．．．．． 18 第四節 測量工具．．．．．．．．．．．．．．． 20 第五節 資料分析法．
．．．．．．．．．．．．． 24 第四章 統計分析與建議．．．．．．．．．．．．．． 26 第一節 描述性統 計．．．．．．．．．．．．．． 26 第二節 信效度分析．．．．．．．．．．．．．． 30 第三節 整體 模式衡量分析．．．．．．．．．．． 36 第四節 相關分析．．．．．．．．．．．．．．． 39 第五節 迴歸分析．．
．．．．．．．．．．．．． 40 第六節 多層次線性模式分析．．．．．．．．．．． 41 第五章 結論與建議．．．．
．．．．．．．．．．．． 46 第一節 研究結論．．．．．．．．．．．．．．． 46 第二節 實務意涵．．．．．
．．．．．．．．．． 47 第三節 研究建議．．．．．．．．．．．．．．． 48 參考文獻 ．．．．．．．．．
．．．．．．．．．．．． 50 附錄一 顧客問卷．．．．．．．．．．．．．．．．． 58 附錄二 主管問卷．．．
．．．．．．．．．．．．．． 60 附錄三 員工問卷．．．．．．．．．．．．．．．．． 64 表目錄 表 4-1 受試 樣本之樣本特性．．．．．．．．．．．． 28 表 4-2 信度分析．．．．．．．．．．．．．．．．． 33 表 4-3 驗證 性因素分析．．．．．．．．．．．．．． 36 表 4-4 本研究變項量測模式比較表．．．．．．．．． 39 表 4-5 相關分析
．．．．．．．．．．．．．．．．． 40 表 4-6 個體層次迴歸結果．．．．．．．．．．．．． 41 表 4-7 服務氣候對顧 客滿意影響分析．．．．．．．． 42 表 4-8 服務屬性之調節效果．．．．．．．．．．．．． 43 表 4-10 市場導向人力資 源管理活動之調節效果．．．． 45 圖目錄 圖 3-1 研究架構．．．．．．．．．．．．．．．．． 17 圖 4-1 服務 氣候與顧客滿意交互效果對服務無形性之 散佈圖．．．．．．．．．．．．．．．．．． 44
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