臺灣博碩士論文加值系統

依據服務行銷相關文獻之整理，服務氣候與顧客績效的連結在服務文獻中已經獲得支持，但是組織、員工、顧客之間更進一步的研究，則尚未有更進一步的研究支持服務利潤鏈。本研究以與顧客高度接觸的鞋店銷售人員和所服務的顧客為研究對象，同時將焦點集中於組織中的服務氣候，是否會因提升員工的顧客導向、與員工跨界服務行為進而影響顧客認知的服務品質。
經由相關文獻的探討，作為問卷設計之根據，抽樣發放予台南地區鞋店銷售員和所服務的顧客填答；資料蒐集彙總後，員工和顧客問卷各130份，使用結線性結構方程模式（LISREL）分析方法驗證服務氣候、顧客導向、跨界行為與顧客認知服務品質之各構念所組成要素之間的關係，以得悉研究結果，並對本研究所提出之六項研究假設及「服務氣候、顧客導向、員工跨界服務行為與顧客認知服務品質」加以驗證。
研究結果發現，「顧客導向」及「員工跨界服務行為」為服務氣候影響顧客態度的中介變數，填補了服務氣候與顧客態度之間知識缺口，對於實務的管理意涵，等於支持使用服務氣候為策略的組織，需要清楚知道藉由服務氣候影響員工的顧客導向及員工跨界服務行為才能真正影響顧客態度。
鑑於以上結果，建議業者應加強落實組織中的服務氣候與員工的顧客導向、員工跨界服務行為的理念，藉由服務氣候塑造第一線服務人員由「顧客」的角度思考提供服務的方式及內容，創造滿足顧客需求的效益，以心悅誠服、近乎苛求的態度為服務準則，使服務產業之營運能切合時代的潮流，發揮其極致的服務精神。

According to the issues in service marketing literature, the link of service climate and customer performance have received support, but studies in the link between organizations, employees and customers are not advance enough to support service profit chain. The study takes shoe salesmen and their customers as subjects. Besides, it focuses on whether the service climate in organizations can rise employee customer orientation and customer-oriented boundary-spanning behavior up to affect customer’ perceived service quality.
On reviewing the related literatures, the questionnaires have been developed and distributed to the shoe salesmen and their customers in Tainan area. After gathering and summarizing the data, LISREL analysis method is used to prove the link between the elements including climate service , customer-oriented boundary-spanning behavior and customer’ perceived service quality. Moreover, it provides proof for the six study hypotheses.
The study discovers that customer orientation and boundary-spanning behavior are mediating variable which the effects of service climate on customer attitudes in service climate and make up the knowledge gap between service climate and customer attitude. To the definition of the practical management, it equals to support organizations which take service climate as strategy should know clearly that employee customer orientation and service behavior can really affect customer attitude by means of service climate.
According to the results above, employers are recommended to strength then the concepts of service climate, employees’ customer orientation and boundary spanning behavior in organizations and put them into practice, Moreover, employees should be trained to offer service methods and contents from customers’ angles and created to satisfy customers’ needs and benefits by means of service climate. Likewise, sincere and nearly critical attitude in service principals makes the operation of service industries correspond to the trend period and contribute their service spirits to extreme.

目　　錄
中文摘要............................................................I
英文摘要............................................................II
誌謝...............................................................III
目錄................................................................IV
表目錄............................................................VIII
圖目錄...............................................................X
第一章 緒論 1
1.1 研究背景及動機....................................................1
1.2 研究目的.........................................................3
1.3 研究流程.........................................................4
1.4 論文結構.........................................................5
第二章 文獻回顧 6
2.1 組織服務氣候......................................................6
2.1.1組織服務氣候.....................................................6
2.1.2 組織服務氣候的重要性.............................................8
2.1.3服務氣候相關理論.................................................9
2.2 顧客導向........................................................10
2.2.1內部行銷之顧客導向...............................................10
2.2.2 顧客導向定義...................................................11
2.3 員工跨界服務行為.................................................15
2.3.1 組織公民行為...................................................15
2.3.2 服務導向公民行為...............................................16
2.3.3 員工跨界服務行為...............................................18
2.4 服務品質........................................................20
2.4.1 服務品質的涵...................................................20
2.4.2 服務品質的構...................................................21
2.4.3 服務品質的衡量.................................................22
第三章 研究方法 25
3.1 研究架構........................................................25
3.2 研究假設........................................................26
3.3 研究變項的操作性定義與衡量方法.....................................28
3.3.1 組織服務氣候量表...............................................28
3.3.2 員工顧客導向量表...............................................29
3.3.3 員工跨界服務行為量表............................................30
3.3.4 顧客認知的服務品質量表..........................................31
3.3.5基本資料.......................................................32
3.4 研究對象與抽樣設計................................................32
3.4.1 研究對象......................................................32
3.4.2 抽樣設計及樣本結構..............................................32
3.5 資料分析方法.....................................................34
第四章 實證分析與結果 35
4.1 樣本之描述性統計.................................................35
4.2 敘述性統計分析...................................................38
4.2.1 組織服務氣候構面...............................................38
4.2.2 顧客導向構面...................................................38
4.2.3 員工跨界服務行為構面............................................40
4.2.4 顧客認知服務品質構面............................................41
4.3 信度檢定.......................................................42
4.4 研究變項構面驗證分析.............................................43
4.4.1 組織服務氣候之驗證性分析........................................43
4.4.2 顧客導向之驗證性分析............................................48
4.4.3 員工跨界服務行為之驗證性分析.....................................53
4.5 組織服務氣候、顧客導向、員工跨界服務行為與顧客認知服務品質之相
關分析..........................................................58
4.5.1 組織服務氣候與顧客導向之各個子構面之相關分析.......................58
4.5.2 顧客導向之各個子構面與員工跨界服務行為之各個子構面之相關分
析...........................................................59
4.5.3 組織服務氣候與員工跨界服務行為之各個子構面之相關分析................60
4.5.4 組織服務氣候與顧客認知服務品質之各個子構面之相關分析................61
4.5.5 顧客導向之各個子構面與顧客認知服務品質之各個子構面之相關分
析...........................................................61
4.5.6 員工跨界服務行為之各個子構面與顧客認知服務品質之各個子構面之
相關分析......................................................62
4.5.7 彙整各變項間之相關分析..........................................63
4.6 結構方程模式分析.................................................63
4.6.1 理論模式之評估.................................................64
4.6.2 整體模式路徑圖.................................................65
4.6.3 模式假設檢驗...................................................65
第五章 結論與建議 67
5.1 研究結果與發現...................................................67
5.2 管理意涵........................................................68
5.3 研究建議........................................................69
5.4 研究限制........................................................70
參考文獻 71
附錄一 員工問卷......................................................81
附錄二 顧客問卷......................................................85

表 目 錄
表3.3.1-1 組織服務氣候量表............................................29
表3.3.2-2 顧客導向量表...............................................30
表3.3.3-3 員工跨界服務行為量表........................................31
表3.3.4-4 顧客認知的服務品質量表......................................32
表4.1-1 員工人口統計變數結構表........................................37
表4.1-2 顧客人口統計變數..............................................38
表4.2-1 組織服務氣候構面之平均值.......................................39
表4.2-2 顧客導向構面之平均值..........................................40
表4.2-3員工跨界服務行為構面之平均值....................................41
表4.2-4 顧客認知服務品質構面之平均值...................................42
表4.3-1信度分析摘要表................................................43
表4.4.1-1 組織服務氣候驗證性因素分析之模式變項參數估計表.................44
表4.4.1-2 組織服務氣候CFA模式整體適配度檢驗結果整理表....................45
表4.4.2-3 顧客導向驗證性因素分析之模式變項參數估計表.....................49
表4.4.2-4 顧客導向CFA模式整體適配度檢驗結果整理表.......................50
表4.4.3-5員工跨界服務行為CFA模式整體適配度檢驗結果整理表.................54
表4.4.3-6 員工跨界服務行為CFA模式整體適配度檢驗結果整理表................56
表4.5.1-1 服務氣候與顧客導向之相關分析表...............................59
表4.5.2-2 顧客導向與員工跨界服務行為之相關分析表........................60
表4.5.3-3 服務氣候與員工跨界服務行為之相關分析表........................61
表4.5.4-4 服務氣候與顧客認知服務品質之相關分析表........................61
表4.5.5-5 顧客導向與顧客認知服務品質之相關分析表........................62
表4.5.6-6員工跨界服務行為與顧客認知服務品質之相關分析表..................63
表4.5.7-7 彙整各變相之相關分析表......................................64
表4.6.1-1模型適配度檢驗表............................................65

圖目錄
圖1.3-1 研究流程.....................................................4
圖2.3-1 員工跨界服務行為之觀念演進....................................16
圖3.1-1 研究架構....................................................26
圖4.4.1-1組織服務氣候ㄧ階CFA各參數估計路徑.............................45
圖4.4.2-2 顧客導向ㄧ階CFA各參數估計路徑................................50
圖4.4.3-3 員工跨界服務行為ㄧ階CFA各參數估計路徑.........................55
圖4.6.2-1 整體模式路徑圖.............................................66

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