臺灣博碩士論文加值系統

雙效權衡是指結合多重目標，但無法同時達成，不能放棄任一且須權衡之構念。過去學者以組織層級為研究對象，鮮少針對個人層級做探討，本研究試圖將雙效權衡操作化，化為服務與銷售的雙目標組合，探討顧客面對銷售人員服務與銷售雙效權衡的做法時，所產生的影響。本研究以雙效權衡作為自變項，分別探討對顧客認同度、顧客滿意之關係，以及顧客信任對二者的干擾效果。針對銀行業第一線從業人員採便利抽樣發放360份問卷，回收340份。回收資料以因素分析、變異數分析、多重檢定等方法進行統計分析。
研究發現，雙效權衡影響顧客認同度及滿意度。銷售程度高的雙效權衡，顧客認同度與滿意度會較低；顧客信任並不會干擾雙效權衡對顧客認同度及滿意度的效果，唯有當顧客信任低時，銷售程度較高之雙效權衡顧客認同度中的關心構面較低。
本研究建議，企業要求員工雙效權衡的做法應經由員工訓練，寓銷售藏於服務中。此外，組織若要提升顧客認同及滿意度，不應讓員工有雙效權衡的目標組合。企業可藉由組織部門的設計，針對顧客的需要個別提供服務或銷售，達到雙效權衡的結果。

Ambidexterity is a metaphor to describe and organization’s ability to perform seemingly conflicting tasks or pursue disparate goals simultaneously. During the past, researches on ambidexterity have been focused primarily at the organizational level; seldom concentrated at the individual level. This study focused at the psychological effect of the customers when they face service staff’s operation of ambidexterity under manipulative environment.
Referred to literature review, this study selected ambidexterity as independent variable, customer identification and satisfactions as dependent variables; customer trust as the moderating variable to examine the effect of the research framework. The questionnaire is designed and disseminated to teller of the planned bank. From 360 questionnaires disseminated, 340 copies were collected. Data were put into analysis with factor analysis, ANOVA and multiple comparison analysis testing etc.
According to the result, ambidexterity is shown to have significant effects on customer identification and satisfaction. Under a higher sale ambidexterity level, the customer satisfaction is lower. However, customer trust does not moderate the effect of ambidexterity on the customer identification and satisfaction. Only in case of low level of customer trust, higher level of ambidexterity associates with lower level of caring dimension of identification.
The conclusion suggests that enterprises should establish a training protocol of embedding selling skill into the services for ambidexterity setting. Besides, to increase the level of customer identification and satisfaction, the management is not recommended to operate ambidexterity into the goal-setting method. The organizations could design the departments or teams according to the different demands of customers to offer all kind of services and selling functions thus achieve the total objectives of the company.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與研究目的 4
第二章 文獻探討 6
第一節 雙效權衡 6
第二節 顧客認同 12
第三節 顧客滿意度 17
第四節 顧客信任 23
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 各變數之操作定義與衡量 32
第四節 研究設計 37
第五節 資料分析方法 46
第六節 問卷信度與效度檢定 48
第四章 實證結果與分析 50
第一節 顧客認同度之因素分析 50
第二節 雙效權衡與顧客認同度之關係 52
第三節 雙效權衡與顧客滿意度之關係 55
第四節 顧客信任的干擾效果 56
第五章 結論與建議 61
第一節 研究結論 61
第二節 研究貢獻與建議 65
第三節 研究限制與未來研究方向 68
參考文獻 70
附錄 77

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