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研究生:趙智維
研究生(外文):Chih-Wei Chao
論文名稱:服務補救與關係品質之研究-跨文化的比較
論文名稱(外文):The study of Service Recovery and Relationship Quality- A cross-culture Comparison
指導教授:陳豐作陳豐作引用關係方世榮方世榮引用關係
指導教授(外文):Feng-Jou ChenShyh-Rong Fang
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:186
中文關鍵詞:服務補救關係品質關係傾向國家文化
外文關鍵詞:service recoveryrelationship qualityrelationship pronenessnational culture
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由於企業與顧客間的關係主要取決於前線服務人員而非組織,而過去探討關係品質的文獻大都針對一般性的議題,至於深入分別探討員工與公司關係品質的研究甚少。本研究即針對此一部份進行深入的探討。
此外,隨著全球化的發展,企業隨時都有可能服務文化背景不同與有不同價值觀的顧客。因此本研究也納入國家文化的構面。
本研究主要探討在服務失誤發生後,(1)顧客對於服務人員所提供的服務補救公平性對員工關係品質與公司關係品質所產生的影響;(2)員工關係品質是否會移轉至公司關係品質;以及(3)顧客之關係傾向是否會有干擾效果。本研究以曾遭遇服務失誤及補救之美國、台灣、中國消費者為研究對象,探討不同文化背景下的研究模式是否有不同的結果。
本研究利用網路問卷與實體問卷發放方式,獲得有效問卷分別為,美國樣本86份、台灣樣本102份、中國樣本146份。經由統計方法分析後,研究結果如下:
1.補救公平性對員工信任有正向影響,但中國樣本之分配、程序公平、台灣樣本之程序公平與美國樣本之分配公平對員工信任並不顯著。
2.補救公平性對員工滿意有正向影響,但中國與美國樣本之程序公平對員工滿意並不顯著。
3.補救公平性對公司信任有正向影響,但台灣樣本之程序公平與美國樣本之程序、互動公平對公司信任並不顯著。
4.補救公平性對公司滿意有正向影響,但台灣與美國樣本之程序、互動公平對公司滿意並不顯著。
5.員工關係品質對公司關係品質有正向關係,但中國與台灣樣本在對員工信任移轉至對公司信任並不顯著。
6.中國樣本在關係傾向對補救公平性與員工關係品質上具有干擾效果。
7.文化背景不同,補救公平性對員工、公司關係品質的影響程度也會不同。
本研究根據最後的研究結果與發現,提出其理論與實務意義,並針對研究限制提出未來研究的建議。
目 錄 I
圖目錄 III
表目錄 IV
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 研究對象與範圍 4
第四節 論文結構與研究流程 6
第二章 文獻探討 8
第一節 關係行銷 8
第二節 服務補救與認知公平 13
第三節 關係品質 24
第四節 關係傾向 34
第五節 國家文化 36
第三章 研究方法 45
第一節 研究架構 45
第二節 研究假設 47
第三節 研究變數之操作性定義與衡量 55
第四節 研究設計 68
第五節 資料分析方法 71
第六節 信度與效度分析 73
第四章 資料分析與實證研究 76
第一節 基本資料分析 76
第二節 敘述統計分析 79
第三節 多變量變異數分析 92
第四節 結構方程模式分析 95
第五節 研究模式檢驗 104
第六節 干擾效果檢定 127
第五章 結論與建議 142
第一節 研究結論 142
第二節 研究建議與貢獻 149
第三節 研究限制與後續研究建議 152
參考文獻 154
中文部分 154
英文部分 156
附錄 164
附錄一 繁體中文問卷 164
附錄二 簡體中文問卷 168
附錄三 英文問卷 172
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