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研究生:陳喬惠
研究生(外文):Chiao-Hui Chen
論文名稱:服務接觸過程之人際互動與員工角色外服務行為之探討
論文名稱(外文):On the Personal Interaction and Extra-role Behaviorsin the Service Encounter
指導教授:賴子珍賴子珍引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:國際企業學系
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
畢業學年度:97
語文別:英文
論文頁數:98
中文關鍵詞:角色外服務行為服務接觸顧客參與
外文關鍵詞:Extra-role customer service、Service encounter、Customer participation
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對中度接觸程度服務產業(例如:飯店、餐廳)而言,服務品質是在服務接觸的過程中,透過顧客和服務提供者互動所一同創造的,由於服務的此種特性,使得個人化的服務成為服務型組織在同業競爭下的主要利器。鑒於服務型組織所設計的服務流程無法完整的涵蓋服務過程中透過動態互動而產生的所有情境,本研究欲探討服務提供者自發的個性化顧客服務行為。根據以往相關議題的文獻討論,此類型的服務行為可定義為角色外顧客服務(Extra-role customer service)。因此,本文以角色外顧客服務之相關文獻為基礎,根據服務接觸三角(Cook, Bowen, Chase, Dasu, Stewart & Tansik, 2002),透過組織、服務提供者和顧客的角色延伸,從組織內部行銷的觀點建立分析服務提供完整的架構,深入探討內部行銷策略、同事團隊支援行為,以及顧客參與對服務提供者角色外顧客服務之關鍵性影響,藉以提供服務業經營者在服務傳遞設計面的參考。

實證研究透過問卷調查五家飯店和七家餐廳,回收200份有效樣本,以結構方程式模型(SEM)進行迴歸分析。根據服務提供者對於服務提供過程的整體經驗感受(包含服務組織的內部行銷策略,以及其與同事、顧客之間的互動),對角色外顧客服務的形成因素進行分析。實證結果指出,同事支援行為以及顧客參與,對於角色外顧客服務皆有直接顯著的正向效果。而組織內部行銷策略方面,除參與式管理不具有間接效果外,型式化溝通和授權式管理對於角色外顧客服務皆有顯著的直接與間接正向影響效果。
As for moderate-contact services provision (e.g. hotel and restaurant industries), customer’s perception of overall service quality is generated along the service encounter by service provider together with customers. The customized service then can be a powerful factor for service provider to create individualized experience of service quality. According to related literature, the spontaneous personalized services additional to the standard procedural from service provider during the encounter can classified as extra-role customer service from the service provider. Due to its key role in service encounter, this study adopted the service encounter triad introduced in Cook, Bowen, Chase, Dasu, Stewart and Tansik (2002) to establish the analytical framework to analyze the interactions among the service triad and base on the internal marketing perspective to examine possible antecedence of such behavior, i.e. organizational internal marketing practices, coworkers’ assistance and customers’ participation so as to understand more on the process of service provider’s extra-role provisions.

The survey is conducted within five hotels and seven restaurants’ current frontline employees and 200 valid respondents are collected. The regression results work by Structural Equation model (SEM) analysis revealed that internal marketing practices, coworker assistance and customer participation all have significant directly positive effect on service provider’s extra-role customer service.
Title Page i
Letter of Approval ii
Letter of Authority iii
Chinese Abstract iv
English Abstract v
Acknowledgements vi
Table of Contents vii
List of Tables ix
List of Figures x

Chapter 1 INTRODUCTION 1
1-1 Research Background 1
1-2 Research Motivation 3
1-3 Research Questions 5
1-4 Research Procedure 5

Chapter 2 LITERATURE REVIEW 8
2-1 Prosocial Service Behaviors 9
2-2 Internal Marketing (IM) 13
2-3 Organizational Solidarity 17
2-4 Job Satisfaction 18
2-5 Customer Participation 19

Chapter 3 RESEARCH METHODOLOGY 24
3-1 Research Framework 24
3-2 Research Hypotheses 33
3-3 Questionnaire Design 37
3-4 Data Collection 44
3-5 Data Analysis Methods 45

Chapter 4 DATA ANYLYSIS AND ESTIMATION RESULT 47
4-1 Respondent Information 47
4-2 Exploratory Factor Analysis 48
4-3 Confirmatory Factor Analysis 52
4-4 Reliability and Validity Analysis of Measurement Model 55
4-5 Analysis of Structural Model and Hypotheses Testing 59
Chapter 5 CONCLUSION AND LIMITATIONS 76
5-1 Conclusion and Management implication 76
5-2 Future Research and Limitation 78

REFERENCE 80

APPENDIX 91
Appendix 1: Original Items of Empowerment 91
Appendix 2: Original Items of Participative Management 91
Appendix 3: Original Items of Formalization Communication mode 91
Appendix 4: Original Items of Job Satisfaction 91
Appendix 5: Original Items of Customer Participation 92
Appendix 6: Original Items of Cooperative Behavior and Coworker Assistance 92
Appendix 7: Original Items of Extra-role Behavior 93

QUESTIONNAIRE 94
邱皓政 (民92)。結構方程模式 : LISREL的理論、技術與應用。雙葉書廊。


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