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研究生:高秋英
研究生(外文):Chiu-Ying Kao
論文名稱:餐旅業顧客愉悅之組織文化:量表發展與驗證
論文名稱(外文):Organizational Culture on Customer Delight in the Hospitality Industry : Scale Development and Validation
指導教授:吳宗瓊吳宗瓊引用關係曹勝雄曹勝雄引用關係
指導教授(外文):Tsung-Chiung (Emily) WuSheng-Hshiung Tsaur
學位類別:博士
校院名稱:國立東華大學
系所名稱:自然資源與環境學系
學門:環境保護學門
學類:環境資源學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
論文頁數:120
中文關鍵詞:顧客愉悅組織文化餐旅業
外文關鍵詞:customer delightorganizational culturehospitality industry
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顧客愉悅是以提供顧客強烈的心理狀況和帶給顧客難忘愉悅的體驗,來超越顧客滿意; 被取悅的顧客於是擁有超乎想像的服務愉悅體驗,研究還顯示顧客愉悅與企業的口碑與表現有正面的關係。學者曾提出企業組織文化會導致顧客愉悅,因此本研究的主要目的,希望從組織文化的觀點,來探討餐旅業的顧客愉悅.
組織文化是非常難以形容與理解,因此,本研究選擇一多面向與層次的組織文化模型,來探索餐旅業的組織文化如何影響顧客愉悅。如此,本研究運用質性研究法及量化研究法,來推演出一個多面向的顧客愉悅之組織文化構念並驗證此量表。研究結果發現了一個由九個因子及三十九個題項所組成顧客愉悅之組織文化量表,而此九個因子都可以歸納入四個研究假設的構面:分享價值,組織規範,人工環境及組織行為。因此,本研究最重要的貢獻為,首從組織文化的面向來探討餐旅業的顧客愉悅議題,而且建立顧客愉悅文化的量表,以利檢視餐旅業組織文化的顧客愉悅程度。

Customer delight goes beyond customer satisfaction by entailing a stronger emotional state and by creating a pleasurable experience for the customers. Therefore, the delighted customers are those who have extraordinary service experiences, and customer delight was empirically related to word-of-mouth and positive business outcomes. As previous literature depicted that organizational culture could foster customer delight, the central aim of this study is to thoroughly explore customer delight from the perspective of organizational culture.
Cultural phenomenon is very difficult to describe, therefore, a multi-dimensioned of cultural model was utilized to conduct the survey. By applying both qualitative and quantitative methods, a multilayered framework and a measurement scale of customer delight culture (CDC) were thus developed in this study. The finding of CDC scale was composed of nine factors with 39 items, which can be categorized into four cultural dimensions: shared values, norms, artifacts and behaviors. The most important contribution is that this current study initiated to explore customer delight from an organizational perspective and pioneered to create a measurement scale for examining the level of customer delight orientation in the hospitality organization.

中文摘要 I
ABSTRACT II
TABLE OF CONTENT VI
FIGURE OF CONTENT VII
CHAPTER ONE: INTRODUCTION 1
CHAPTER TWO: LITERATURE REVIEW 5
I. CONCEPT OF CUSTOMER DELIGHT 5
1. Customer delight theories 5
2. Antecedents of delight 9
3. Customer satisfaction vs. customer delight and organizational performance 10
4. Customer delight studies in service and hospitality industry 12
II. ORGANIZATION CULTURE 14
1. The concept of organizational culture 14
2. Organizational culture in hospitality industry 16
3. Layers of culture 17
III. CONCEPTUALIZATION OF CUSTOMER DELIGHT CULTURE 18
1. Shared values 19
2. Norms 21
3. Artifacts 24
4. Behaviors 26
CHAPTER THREE: METHODOLOGY 29
I. QUALITATIVE RESEARCH 29
1. In-depth interviews 30
2. Sampling and data collection 31
3. Content analysis 31
4. Validity and reliability 32
II. QUANTITATIVE METHODS 33
1. First data collection and purification of measurement scale 33
(1) Item analysis 33
(2) Exploratory factor analysis (EFA) 34
(3) Reliability Analysis 34
2. Second data collection and confirmation of measurement scale 35
(1) Confirmatory factor analysis (CFA) 35
(2) Construct validity and reliability 35
(3) Model fit 35
(4) Criterion-related validity 38
CHAPTER FOUR: THE FINDINGS OF QUALITATIVE STUDY 41
I. PARTICIPANT CHARACTERISTICS 41
II. THE RESULT OF QUALITATIVE RESEARCH 42
1. Shared values for customer delight 43
2. Norms for customer delight behaviors 46
3. Artifacts for customer delight 49
4. Customer delight organizational behaviors 52
III. MULTILAYERED CULTURAL PROCESSES IN THE CUSTOMER DELIGHT CULTURE 56
CHAPTER FIVE: THE FINDINGS OF QUANTITATIVE STUDY 59
I. FIRST DATA COLLECTION AND PURIFICATION OF CDC SCALE 59
1. Participant characteristics 60
2. Item analysis 62
3. Exploratory factor analysis 66
II. SECOND DATA COLLECTION AND CONFIRMATION OF CDC SCALE 68
1. Participant characteristics 69
2. Confirmatory factor analysis 69
3. Model comparison 75
4. Criterion-related validity 76
III. THE CDC SCALE AND ITEMS 78
CHAPTER SIX: DISCUSSION AND CONCLUSION 81
I. DISCUSSION OF QUALITATIVE STUDY 81
II. DISCUSSION OF QUANTITATIVE STUDY 83
III. THEORETIC IMPLICATIONS 89
IV. MANAGERIAL IMPLICATIONS 90
V. LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH 91
REFERENCES: 93
APPENDIX 109
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