臺灣博碩士論文加值系統

約聘人員在大型外商企業的被雇用率逐年上升，但對約聘人員來說，影響他們所表現出的顧客服務行為會不會影響到顧客忠誠度就值得探討，尤其面對第一線接觸顧客的約聘業務同仁來說，除了公司所規定執掌內的工作是必須要做的，到底還有甚麼是會影響顧客忠誠度的因素，故本研究希望藉由這時代趨勢與任職的公司也大量派遣約聘人員，希望藉由此個案研究提供一個參考的實證。

本研究主要探討約聘員工的角色內(in role)和角色外(extra role)顧客服務行為與顧客滿意度之相關，其顧客滿意度是以對業務人員的滿意度、顧客忠誠度、再購意願、和整體滿意等不同的構面來作成不同的相關分析。

本研究之主要研究實證結果如下：
(1)角色內和角色外之顧客服務行為與顧客對業務人員的滿意度有顯著關係。
(2)角色內和角色外之顧客服務行為與顧客忠誠度有顯著關係。
(3)角色內之顧客服務行為與顧客再購意願和整體滿意無顯著相關。
(4)角色外之顧客服務行為與顧客再購意願和整體滿意有顯著相關。

Hiring contact employee is getting higher and higher in most of enterprise. But for contact employee, it’s worthy to be discussed for the topic how they perform of customer service behavior will be influenced customer loyalty especially for those people who work for front line contract sales. Except for in-role job description is necessary to perform, what else will influence customer loyalty. Hope the research is to deliver a reference proof that correlation between in role/extra role customer service behavior and customer loyalty、repurchasing customer behavior and overall customer satisfaction.

The empirical result of this research is as below：
(1) There is obviously positive correlation between in role/extra role customer service behavior and customer satisfaction for sales.
(2) There is obviously positive correlation between in role/extra role customer service behavior and customer loyalty.
(3) There is no obviously positive correlation between in role customer service behavior and customer repurchasing behavior and overall customer satisfaction.
(4) There is obviously positive correlation between extra role customer service behavior and customer repurchasing behavior and overall customer satisfaction.

第一章 緒論..........................1
第一節 研究動機...................1
第二節 研究目的...................2
第三節 研究範圍與限制..............2
第四節 研究流程...................3
第二章 文獻探討......................4
第一節 服務之定義與特性............4
第二節 顧客服務行為................4
第三節 角色內顧客服務行為...........6
第四節 角色外顧客服務行為...........6
第五節 顧客服務行為與顧客滿意之關係..7
第六節 顧客忠誠度..................8
第七節 研究架構....................9
第八節 研究假說推論................10
第三章 研究方法......................12
第一節 問卷結構與內容..............12
第二節 研究對象與樣本結構..........15
第三節 資料分析方法...............18
第四章 研究結果與分析................20
第一節 描述性統計.................20
第二節 信度分析...................21
第三節 相關分析...................22
第四節 迴歸分析...................25
第五章 結論與建議....................31
第一節 研究結論...................31
第二節 建議......................33

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9.張心美，2001，觀光旅館員工授權、服務行為與服務品質關係之研究，碩士論文，中國文化大學觀光事業研究所，台北。
10.闕芝穎，2004，百貨公司服務品質、顧客滿意度、顧客忠誠度與消費者生活型態關係之研究-以台北市地區為例，國立東華大學企業管理研究所碩士論文。


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