臺灣博碩士論文加值系統

本研究以顧客關係管理行為的觀點，探討服務人員展現顧客關係管理行為對顧客忠誠的直接影響，並且以組織的角度，探討在組織營造服務氣候下，是否會影響服務人員展現顧客關係管理行為的意願。本研究針對北部的金融服務業中的理財型的93位服務人員與450位顧客，採取配對式問卷收集資料，並採用階層線性模式進行分析。分析結果發現，當服務人員知覺到組織提供的服務氣候程度愈高時，對服務人員展現顧客關係管理行為有正向的影響，而顧客關係管理行為也會對顧客忠誠產生直接影響。針對上述結果，本研究提出管理意涵與後續研究建議。

In the viewpoint of customer relationship management (CRM) behaviors, this research discussed the direct influences on customer’s loyalty resulted from financial counselors’ CRM behaviors, and further probed into the topic is service climate will influence that will offered by financial service industry counselors in CRM behaviors.
The subjects of this research were financial counselors from 93 financial service industry and 450 their customers in North Taiwan. The research data were collected through pair-wise questionnaire, and the hierarchical linear model was adopted to conduct analysis as well. The results showed, when the financial counselors consciousness to the organization provides more service climate, the financial counselors will unfolds more CRM behaviors. So the service climate is positive effect influence the financial counselors performance CRM behaviors. While the CRM behavior delivered by financial counselors would indirectly influence the customers’ behavior or loyalty. According to such result, the managerial implications and follow-up recommendations were summarized in this research.

目錄

目錄 I
圖目錄 III
表目錄 IV
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
第二章 文獻探討 6
第一節 服務氣候 6
第二節 顧客關係管理行為 9
第三節 顧客忠誠 14
第四節 服務氣候與顧客關係管理行為的正向關係 17
第五節 顧客關係管理行為與顧客忠誠的正向關係 20
第三章 研究方法 22
第一節 研究架構 22
第二節 研究設計 23
第三節 變數衡量 28
第四節 信度與效度分析 32
第四章 結果與討論 36
第一節 相關分析 36
第二節 服務氣候與顧客關係管理行為間之正向關係 37
第三節 顧客關係管理行為與顧客忠誠間之正向關係 40
第四節 綜合討論 44
第五章 結論與建議 48
第一節 研究結論 48
第二節 管理意涵 49
第三節 研究貢獻 54
第四節 研究限制與後續研究建議 55
參考文獻 58
中文部份 58
英文部份 61
附錄一：服務人員填答之問卷 69
附錄二：顧客填答之問卷 71

圖目錄

圖3-1研究架構 23

表目錄

表3-1 服務人員之樣本特性 27
表3-2 顧客之樣本特性 28
表3-3 研究變數之信度分析表 33
表3-4 服務人員層級之區別效度 34
表3-5 研究變數之收斂效度表 35
表4-1 研究變數之相關分析 37
表4-2 服務氣候對顧客關係管理行為－關鍵顧客導向之迴歸模式 40
表4-3 服務氣候對顧客關係管理行為－知識管理之迴歸模式 40
表4-4 顧客忠誠之階層線性模式分析結果 44

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