The relationship of bankers' prosocial service behaviors and customer relationship quality 劉堯濱、顏昌華
E-mail: [email protected]
ABSTRACT
In this study, a questionnaire survey was the primary data collection tools. It was distributed to employees and customers of the 50 financial institutions respectively in Taichung, Taipei, Tainan and Hualien. The PSB questionnaire was filled in by the em-ployees while the CRQ questionnaire was filled in by customers. The time of survey was from July 1, 2010 to July 31, 2010. 5 employees and 10 customers in every financial institution were targeted, and totally 250 questionnaires for the employees and 500 questionnaires for the customers were distributed. The usable questionnaires were 180 for the employees and 360 for the customers, and then data was paired for statistical analysis. The results of the research indicate that the role-prescribed PSB is positively related to CRQ, trust, and satisfaction. Secondly, the extra-role PSB is positively related to CRQ, trust, satisfaction and commitment. Finally, base on the results of this research, this study discusses the relationship between PSB and CRQ. Furthermore, we propose some practical suggestions for the financial industry in customer relationship manage-ment, services environmental design, and human resource management.
Keywords : Taiwan's financial industry、Prosocial Service Behavior、Customer Relationship Quality Table of Contents
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 研究背景與動機．．．．．．．．．．．．．．．．．1 第二節 研究問題與目的．．．．．．．．．．．．．．．．．．．．3 第三節 研究的重要性．．．．．．．
．．．．．．．．．．．．5 第四節 研究流程．．．．．．．．．．．．．．．．．．．．．5 第二章 文獻 探討．．．．．．．．．．．．．．．．．．．．．．．9 第一節 顧客導向服務行為．．．．．．．．．．．．．．
．．．．．9 第二節 關係品質．．．．．．．．．．．．．．．．．．．．．20 第三節 顧客導向服務行 為與關係品質之關係．．．．．．．．．36 第三章 研究方法．．．．．．．．．．．．．．．．．．．．．．．40 第一節 研究架構．．．．．．．．．．．．．．．．．．．．．．．40 第二節 抽樣設計．．．．．．．．．．．
．．．．．．．．．．．41 第三節 變數之操作性定義與衡量．．．．．．．．．．．．．．42 第四節 資料分析方法．．．．．．．．．．．．．．．．．．．47 第五節 信度與效度分析．．．．．．．．．．．．．．．．
．．．．48 第四章 實證結果分析．．．．．．．．．．．．．．．．．．．．．54 第一節 基本資料分析．．．
．．．．．．．．．．．．．．．．．．54 第二節 顧客導向服務行為與關係品質之相關分析．．．．．．．．．61 第三節 顧客導向服務行與顧客關係品質之關係．．．．．．．63 第五章 結論與建議．．．．．．．．．．．
．．．．．．．．．．70 第一節 研究結論．．．．．．．．．．．．．．．．．．．．．．．70 第二節 管理實 務意涵．．．．．．．．．．．．．．．．．．．． 73 第三節 研究限制．．．．．．．．．．．．．．．．．．．
．．．．76 第四節 未來研究建議．．．．．．．．．．．．．．．．．．．．77 參考文獻．．．．．．．．．．．
．．．．．．．．．．．．．．．．．79 附錄：研究問卷（員工問卷）．．．．．．．．．．．．．．．．．．．100 研 究問卷（顧客問卷）．．．．．．．．．．．．．．．．．．．．．103
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