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研究生:鄧茵如
研究生(外文):Yin-Ju Teng
論文名稱:服務業員工的顧客導向對顧客滿意與承諾之影響-以外商銀行為例
論文名稱(外文):The Impact of Customer Orinetation of Service Employees on customer satisfaction and Commitment-Taking Froeign Banks for example
指導教授:王朝弘王朝弘引用關係
指導教授(外文):Chao-Hung Wang
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:國際企業研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:99
中文關鍵詞:顧客導向顧客滿意承諾
外文關鍵詞:Customer OrientationCustomer SatisfactionCommitment
相關次數:
  • 被引用被引用:1
  • 點閱點閱:199
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
過去服務業在執行行銷觀念時,需藉由個人服務業員工與顧客的互動過程中,以傳達公司顧客導向的目標;因此服務業員工的顧客導向通常視為決定企業成功的重要因素之一。從過去研究中顯示,由於顧客所認知的顧客導向與員工所認知的顧客導向有所不同;本研究為拓展過去研究文獻,認為服務業員工的顧客導向主要由五個重要觀念所構成,其中包含技術技能、社交技能、激勵、自我認知決策權力以及親密,並從顧客的觀點而非員工的角度做探討。本文從303位外商銀行顧客的實證研究顯示,服務員工顧客導向除了正向影響顧客的滿意以及承諾外,並可透過承諾,對顧客滿意產生間接的影響。
In the past time, implementation of the marketing concept in service firms was accomplished through individual service employees and their interactions with customers. Therefore the customer orientation of service employees was often regarded as a main determinant of the successful service firms. The previous studies showed that the difference of the customer orientation between the customer and employee’s viewpoints exist. This study develops and tests a model based on the customer’s perspective rather than that of the employee. The study points that customer orientation of service employees mainly consists of five important factors, including employee’s technical skills, social skills, motivation, self-perceived decision-making authority, and intimacy. The data was collected from 303 foreign banks’ customers. The empirical results provide evidences that perceptions of the contact employee’s customer-oriented behaviors were positively related to the two outcomes: (1) customer satisfaction with the employees. (2) customer commitment to the firm. Finally, the customer orientation indirectly affects customer satisfaction through the commitment.
目 錄
中文摘要 i
英文摘要 ii
致謝詞 iii
目錄 v
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍及對象 5
第四節 研究流程 7
第二章 文獻探討 9
第一節 服務業員工的顧客導向 9
第二節 顧客滿意度 18
第三節 承諾 25
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假設 34
第三節 研究變數及操作型定義 38
第四節 研究設計與前測 40
第四章 研究結果與分析 44
第一節 樣本資料之敘述性分析 44
第二節 因素分析 47
第三節 模式評估 49
第四節 整體模式分析與建立 55
第五章 結論與建議 65
第一節 研究討論 65
第二節 管理與實務意涵 69
第三節 研究限制 73
第四節 未來研究建議 74
參考文獻 76
附錄A 研究問卷
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