臺灣博碩士論文加值系統

　　航空產業的競爭一直都相當的激烈，因此誰能提供最完善的客戶服務，便能夠擄獲客戶的心，進而在競爭激烈的市場中穩住江山，這也顯示出顧客關係管理(CRM)是航空公司相當重視的課題。因此，客服中心就在此趨勢因應而生，其扮演企業對外的第一窗口，提升顧客滿意度，同時增加商品的價值，但不可忽略的是客服人員在各項服務的遞送過程中扮演重要角色。
　　
　　本研究針對國內航空公司客服中心現況作一分析與介紹，並經由回顧相關文獻後，提出航空公司客服人員的工作滿意度、組織承諾會影響其所傳遞給顧客的服務品質。此外，航空公司客服中心使用者所實際感受到的服務品質也會影響整體顧客滿意度，本研究主要利用典型相關分析以及迴歸分析探討各構面之相關性，並利用重要性-績效分析找出客服中心服務品質改善的優先順序。
　　
　　研究結果主要顯示：1.航空公司客服人員的工作滿意度、組織承諾會正向影響其所傳遞的服務品質；2.航空公司客服中心使用者實際感受到的服務品質會正向影響整體顧客滿意度；3.全職的客服人員在服務品質的可靠性、反應力及保證性上顯著的高於兼職客服人員，而兼職人員在工作本身條件的滿意顯著高於全職人員；4.有較少工作經驗(包含航空公司以外的工作經驗)的客服人員以及新進客服人員在工作成就滿意、工作本身滿意及規範性承諾方面，顯著高於工作經驗較多的客服人員以及公司裡較資深的客服人員。

　　經由本研究之發現，可提供給航空公司客服中心做為未來改善和提升服務品質之參考依據，且目前尚只有一家國籍航空公司成立完整的客服中心，因此本研究亦可成為其他航空公司未來成立客服中心時的重要參考。

　　Airlines gradually embrace customer relationship management as an important element of their corporate strategies. As such, call centers and their customer-contact employees are becoming more and more important. This research empirically evaluates the effects of customer-contact employees’ job satisfaction and organization commitment on their service qualities based on Canonical Correlation and Regression approaches. Besides, this research evaluates the relationship between customers’ perception of service quality and customer satisfaction of call center services. To identify improvable service attributes for a case of airline, an importance-performance analysis is conducted.

　　There are four main findings in this research. First, job satisfaction and organization commitment of employees have a significant impact on the service quality delivered. Second, customers’ perception of service quality has a significant impact on customer satisfaction. Third, full-time job employees’ reliabilities, responsiveness and assurance are significantly higher than part-time job employees’. Fourth, the employees with less work experiences or newly employed have a higher normative commitment and satisfaction on job accomplishment and job condition than those with more work experiences and seniors. The theoretical and practical implications of the findings on service quality for airlines’ call center are discussed.

第一章　緒論………………………………………………………………….1
　　1.1研究動機……………………………………………………………...1
　　1.2研究目的……………………………………………………………...4
1.3研究範圍與限制……………………………………………………...4
1.4研究流程……………………………………………………………...4

第二章　文獻探討…………………………………………………………….6
2.1客服中心……………………………………………………………...6
2.2服務品質……………………………………………………………..11
2.3客服中心之服務品質………………………………………………..18
2.4工作滿意度…………………………………………………………..22
2.5組織承諾……………………………………………………………..26
2.6顧客滿意度…………………………………………………………..31

第三章 研究方法…………………………………………………………....36
3.1研究架構……………………………………………………………..36
3.2各構面之操作型定義和衡量問項…………………………………..37
3.3研究假設……………………………………………………………..41
3.4研究對象……………………………………………………………..42
3.5問卷設計……………………………………………………………..42
3.6資料分析方法………………………………………………………..44

第四章 航空公司客服中心服務品質與顧客滿意度分析結果………........48
4.1個案航空公司客服中心之簡介……………………………………..48
4.2客服人員基本資料分析……………………………………………..53
4.3客服人員的服務品質及其影響因素之敘述統計分析……………..56
4.4旅行社基本資料分析………………………………………………..60
4.5旅行社對客服中心服務屬性重要度與滿意度之分析……………..63
4.6客服中心服務品質及其影響構面之因素及信度分析……………..72
4.7不同人口統計變項之客服人員與旅行社於各構面之差異性分析..80
4.8工作滿意度、組織承諾與客服人員所傳遞服務品質之相關分析..87
4.9顧客知覺服務品質與顧客滿意度之相關分析……………………..95
4.10客服人員傳遞服務品質與旅行社知覺服務品質之差異性分析…96

第五章 結論與建議………………………………………………………....99
5.1研究結論……………………………………………………………..99
5.2研究建議…………………………………………………………….102

參考文獻……………………………………………………………………...106

附錄一、客服人員的問卷…………………………………………………...116
附錄二、顧客(旅行社)的問卷………………………………………………120

中文部分
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2.李明德、曾俊欽，科技客服－客服中心的系統建置，培生教育出版集團，民國92年。
3.高子欽，魅力客服－客服中心的人員管理，培生教育出版集團，民國92年。
4.陳順宇，多變量分析(三版)，華泰文化有限公司，民國93年。
5.陳順宇，迴歸分析(三版)，華泰文化有限公司，民國85年。
6.曾世忠，效率客服─客服中心的程序規劃，培生教育出版集團，民國92年。
7.童啓晟，「Call Center的發展現況與趨勢」，資訊市場情報中心(MIC)，民國92年。
8.黃怡音，「客服中心服務品質對顧客滿意度及忠誠度之研究－以信用卡為例」，國立政治大學企業管理研究所碩士論文，民國92年。
9.黃俊英，企業研究方法第二版，東華書局，民國88年。
10.遠擎管理顧問，「2001年台灣客服中心之規劃、建置與運用調查研究報告」，遠擎管理顧問有限公司，民國90年。

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