摘要
現代知識經濟的全球化時代下，人力資本是決定企業競爭力的關鍵因素，而主管則是培養業務員素質的重要推手，主管對部屬的影響力顯現在其個人的領導風格上，對部屬知識、技能、工作態度的指導，則是「教練角色」的具體檢驗。儘管教練角色在實務界已是最近20年流行的培養經理人才的管理典範(American Management Association, 2008)，學術領域對經理人教練行為以及威權/民主領導風格對員工服務行為的影響性研究，仍付之闕如。在方法論上為避免過去顧客服務領域所面臨的共同方法偏誤的問題(Stock and Hoyer, 2002)，以三方來源資料，對主管、業務員、顧客進行調查，有效問卷數為473份，共116筆三方配對資料，進行結構方程式分析。
本研究的重要結果：一、領導風格中威權式、民主式、教練行為都對服務行為有預測作用；二、顧客導向服務行為對顧客滿意與再購意願有正向預測作用；三、領導因素中 (威權、民主，以及教練行為)，以教練行為為最重要的元素；四、不論是威權式或民主式教練的領導風格，兩者對銷售人員服務行為的影響並無顯著差異。本研究結果擴大顧客服務領域的知識，強調在知識經濟的環境下，領導者可透過影響業務員服務行為來提升顧客滿意；亦討論研究發現在管理實務及理論上的貢獻與後續研究建議。

Abstract
The purpose of the study is to explore the relationships between different leadership styles (namely, democratic versus autocratic coach), customer service behavior (CSB), and customer attitudes. Based on previous literature and the rationale of customer-employee-profit chain, the study formulated five hypotheses to explore the effectiveness of leadership on CSBs, which in turn affect customer attitudes. This study analyzes using structural equation modeling technique 116 triadic data collected from sales managers, salespersons, and customers. The major findings of the research are that both autocratic and democratic leaderships, and coaching behavior are associated with CSB. Of the three components of modern manager’s leadership style, coaching behavior plays most importantly in predicting CSB.
CSBs have significant effects on customer attitudes. Furthermore, autocratic leadership of superior has negative impact on the customer orientation service. The research contributes to the body of knowledge in organization-customer link research by examining core component of leadership behavior on salespersons in bio-technology.

目 錄
指導教授推薦書
論文口試委員會審定書
論文著作授權書
誌謝………………………………………………………………………….…iv
中文摘要…………………………………………………………………….…v
英文摘要……………………………………………………………………….vi
目錄…………………………………………………………………………….vii
圖表目錄……………………………………………….………………………ix
第一章 緒論……………………………………………………………….…1
1.1 研究背景與研究動機…………………………………………………1
1.2 研究目的………………………………………………………………2
1.3 研究流程………………………………………………………………4
第二章 文獻探討與假說推演……………………………………………….5
2. 1組織─顧客的連結研究………………………………………………5
2.2教練行為以及威權/民主領導風格對業務員的影響………………...6
第三章 研究方法……………………………………………………………11
3.1研究設計與實施……………………………………………………...11
3.2研究變項與使用工具……………………………………………..…13
第四章 研究結果…………………………………………………………… 19
4.1相關分析與量表的信效度………………………………………….. 19
4.2結構方程式分析…………………………………………………..…20
4.3威權式教練對民主式教練兩群之比較分析………………………..24
第五章 結論………………………………………………………………… 26
5.1結論與討論……………………………………………………………26
5.2理論與管理意涵………………………………………………………28
5.3研究限制與未來研究方向……………………………………………31
附錄……………………………………………………………………………34
參考文獻………………………………………………………………………35

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