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The development of the service industries has become increasingly important. In addition to private sector, public sector is a major force in Taiwan to provide public services. The public sector composes of the stat-owned enterprises or state-owned organizations. Taiwan Power Company (Taipower), the cause has long been dominated by the government and burdened with policy-related tasks. Under the rules and regulations, the operation of Taipower are crippling of the running, make bad corporate image and poor quality of service and caused repeated criticism from public opinion. In this study, the frontline service staffs of Taipower were chosen for research object. According to White & Paul (1998), and Donavan. Brown & Mowen’s (2004) researches , this article combines organizational and individual factors to explore their impacts on service quality. A sample of 261 frontline employees is used and the proposed model is tested using SEM (Structural Equation Modeling) performed by LISREL. The results are summarized as follows:
1. Organizational factors--service climate and supportive management, exert positive effects on service quality through job satisfaction.
2. Individual factor--customer orientation, affects positively on service quality via work effort and job satisfaction.
3. An overall assessment indicates that customer orientation is found to have played the most important role in affecting service quality followed by the supportive management and service climate.
Based on the above finding, the recruitment of Taipower should consider the staff characteristics of customer orientation. And improving supportive management will create a favorable service climate which will further enhance Taipower `s service quality.
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