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研究生:李浩鈞
研究生(外文):Hao-Chun Lee
論文名稱:服務通路創新與代理績效間關係之研究-以銀行業客服中心為例
論文名稱(外文):The Service Channel Innovation and Its’ Relationship with Agent Performance-An Empirical Study of Call Center in Banking Industry
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:101
中文關鍵詞:服務通路創新客服中心代理績效員工績效組織績效
外文關鍵詞:service channel innovationcall centeragent performancestaff performanceorganizational performance
相關次數:
  • 被引用被引用:0
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  • 收藏至我的研究室書目清單書目收藏:1
通路是一個企業與客戶接觸的重要命脈,就像是人與人遠在不同的國度要將訊息互相傳遞給對方可透過電話這個管道通路來完成,由於服務通路的增加及創新改變,在現今競爭的環境中是日益受到重視的,而近代客服中心此服務通路的興起,及透過其代理服務之績效更是相互連、結息息相關。本研究擬將客服中心代理服務之通路,引用相關服務通路的創新理論及代理相關績效理論研究「服務通路創新」透過客服中心服務之「代理績效」之關係影響。

本研究透過創新研究文獻Damampour(1991)指出創新的定義:包含技術的改變,藺雷、吳貴生(2003)也指出形式化及傳遞的創新等方式。Bruene(2002)提到客服中心的成立是為了快速服務客戶,方便客戶取得資訊而產生的另一種新型態通路服務,代理銀行內部相關單位來服務客戶,Jensen & Meckling(1976)提到代理關係,並透過Cleveland(1996)提出對客服中心的績效指標衡量其組織績效,來探討此通路所帶來的代理績效,對内部員工接受程度之影響。提出以銀行員工對接受此服務通路創新之代理績效為研究目的:
一、探討代理衝突及利益間之企業的代理關係,代理的管理問題和解決方法,來提昇銀行業中代理各部門之績效。
二、直接瞭解銀行產業在採用創新服務通路方面的狀況,客戶接受程度及願意使用的情況?以滿足代理實體通路既有之服務模式。
三、確認並分析,藉由瞭解金融業員工對服務通路創新由客服中心代理服務之影響,提供金融服務業對代理的服務績效定位,訂定適切的衡量機制。

於代理績效中員工績效及組織績效相關的影響,採取問卷調查方式蒐集資料,以便利抽樣之方式,發放問卷回收300份,並以SPSS統計分析軟體進行分析,統計分析方法以獨立樣本t檢定、單因子變異數分析、相關分析及複迴歸分析。

經由複迴歸分析驗證結果:在服務通路創新之因素分析為「傳遞創新」、「形式化創新」、「技術創新」等三項,進行對代理績效之關係研究,發現服務通路創新中的「傳遞創新」、「形式化創新」、與代理績效之「員工表現」與「客戶滿意」呈顯著關係,最後當然期望這個研究對電話客服產業有類似的問題者有所幫助,並對未來下一個後續研究者提供一個思考的方向,以提供更好的優質代理服務績效。
Channel is a business and an important lifeline of contact with customers, much like people in different country convey messages to each other through this channel telephone access to complete, due to increased access to services and innovative change in the current competition Environment is a growing emphasis, and this modern call center services and the emergence of access through its agency services for each other even more performance, statements are closely related. The proposed call center agent services, access, access to invoke the relevant service agents in theoretical innovation and research related to performance of "The Service Channel Innovative" through the call center services, "Acting Performance" impact on relations.

In this study, through innovative research literature Damampour(1991) pointed out that the definition includes technical innovation of the change, Lin Lei, Wu Gui-Sheng(2003) also pointed out that the formal transfer and innovation through such means Bruene(2002) referred to the call center In order to quickly set up a customer services to facilitate customer access to information and the other a new kind access services, the agent bank within the unit to service customers, Jensen and Meckling(1976) mentioned agency relationship, and through Cleveland(1996) by The performance of call center, to explore this channel by agents of performance, the internal staff of the acceptance of the impact. By the staff of the banks to accept the services of agent performance innovation channel for research purposes:

First, agents of conflict and the interests of the business relationship between the agent, agent and management problems and solutions to enhance the banking industry between the agents of the performance of various departments.
Second, the future international competitiveness depends on the competitiveness, innovation in services will also maintain its competitive edge is the fundamental means of understanding the banking industry in the adoption of innovative services in the state of access roads, and customer acceptance and willingness to use the situation, to meet the agent of both entities access service models.
Third, confirm and analysis by the staff of the understanding of the financial services industry access innovative call center agents from the impact of services, providing financial services to the targeted agent service performance, setting the appropriate mechanism to measure.

Acting on the performance of the staffs and the organizational related to the impact of the survey methods to collect information in order to facilitate the sampling method, recovery of 300 copies of questionnaires and SPSS statistical analysis software to conduct analysis of statistical methods to separate samples t-test, one-variable number of heterosexual analysis, correlation analysis and multiple regression analysis.

Through multiple regression analysis verified results: innovation in the service of the factors of access to "convey innovation", "Formal innovation", "technological innovation" and other three, to study the relationship between agent performance and found that innovation in the service channel " Transfer Innovation "," Formal innovation", with the performance of agents", "the staff performance " and " customer satisfaction ". There was a significant relationship; of course, hope that this final phone call on the industry have similar problems to be helpful, and the future a follow-up researchers thought to provide a direction to provide better quality service agent performance.
目錄
中文摘要 I
英文摘要 III
誌謝詞 V
目錄 VI
表目錄 VIII
圖目錄 IX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究的重要性 4
第五節 研究的範圍與限制 5
第六節 研究流程 5
第二章 文獻探討 7
第一節 金融業客服中心慨況 7
第二節 創新理論 20
第三節 績效的定義 28
第三章 研究方法 37
第一節 研究架構說明與研究假設 37
第二節 研究變數之定義與衡量 38
第三節 研究樣本介紹 40
第四節 問卷發展 44
第五節 研究觀念架構之修正 50
第六節 正式問卷發送程序 51
第四章 研究結果與討論 54
第一節 樣本特性分析 54
第二節 各衡量變數之描述性分析 55
第三節 『服務通路創新』與『代理績效』間之關聯性分析 64
第五章 結論與建議 69
第一節 研究結果之彙整 69
第二節 對未來服務行銷管理之建議 75
第三節 對銀行業者之建議 77
第四節 未來的研究課題之建議 79
第五節 研究限制 81
參考文獻 82
附錄一 前測問卷 89
附錄二 正式問卷 93
附錄三 口試委員修改意見說明 97
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