臺灣博碩士論文加值系統

近年來企業受到產業競爭的激烈，以生產導向模式已面臨嚴峻的挑戰，企業只有轉型為顧客導向，才能永續經營。顧客導向正是以滿足顧客需求所設計之交易方式。由於近年來顧客導向受到企業的重視，使得與顧客導向相關的研究有增加的趨勢，並且累積了相當多的研究，有必要加以做整合，因此，本研究運用整合分析(Meta-Analysis)之方法，整合國內外應用於顧客導向之相關研究，以釐清顧客導向及其構面與各相關變項之關係，並作為企業進行內部行銷之改善基礎。
結果顯示各不同行業皆有使用顧客導向之行為，包括服務業、製造業等，並深入了解變數間關聯性與關係強弱，本研究運用Meta-analysis方法得出前因變數之效果量以情緒勞務負荷最強(r=.852)，其次為領導風格、工作滿意、與同意性。而後果變項的效果量以服務品質最強(r=.927)，其次為銷售績效、組織公民行為、與顧客滿意。此研究結果可作為企業實施改善員工顧客導向作為之基礎。

In recent years, the production-oriented business model has faced seriously challenges. Business must take a customer-oriented approach to maintain sustainable development. Customer orientation is the guiding principle in order to meet customer demand. As a result of the firm’s attention to a customer-oriented paradigm in recent years, the amount of customer-oriented researches has increased. This study integrates several studies of customer orientation to identify the antecedences and consequences in customer orientation, with the aim to provide insights to improve the operations of internal marketing.
The results show that different industries including services, manufactures, have applied different methods to explore antecedences and consequences of customer orientation. This study applied meta-analysis to discuss the effects of antecedences and consequences of customer orientation. The effects of the emotional labor load is the strongest among all antecedence variables(r=.852), followed by leadership style, job satisfaction, and agreeability. On the other hand, the strongest effects of consequences is service quality (r=.927), followed by sales performance, organizational citizenship behavior, and customer satisfaction. The results of this study can help improve the employee’s customer oriented behavior.

書名頁 i
論文口試委員審定書 ii
授權書 iii
中文摘要 iv
英文摘要 v
誌謝 vi
目錄 vii
表目錄 ix
圖目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 5
第二章 文獻探討 6
第一節 顧客導向之重要性 6
第二節 顧客導向之定義 7
第三節 顧客導向行為 17
第四節 顧客導向的五個角色 18
第五節 顧客導向行為之構面 19
第六節 影響顧客導向之因素 21
第三章 研究方法 26
第一節 整合分析 26
第二節 資料來源與收集 33
第三節 研究工具及信效度 36
第四節 資料分析 38
第四章 研究結果 41
第一節 影響顧客導向前因與後果變數 41
第二節 樣本特性介紹 48
第三節 Fail-safe Number之計算 54
第四節 影響顧客導向整體效果量及其相關變項分析 55
第五章 結論與建議 59
第一節 結論 59
第二節 研究限制 61
第三節 建議 61
參考文獻 63
中文部份 63
英文部份 65
附錄一 73
附錄二 75
自傳 79

一、中文文獻
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