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研究生:鄭竹君
研究生(外文):CHENG, CHU-CHUN
論文名稱:一線服務人員職能與顧客口碑意圖的連結機制
論文名稱(外文):Mechanisms linking frontline employee service competencies to customer’s word-of-mouth intention
指導教授:吳毓麒吳毓麒引用關係
指導教授(外文):WU, YU-CHI
口試委員:蔡進士朱倩儀
口試委員(外文):TSAI, CHIN-SHIHJU, CHIAN-YI
口試日期:2017-06-16
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:經營管理研究所
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:2017
畢業學年度:105
語文別:中文
論文頁數:49
中文關鍵詞:第一線服務人員職能顧客價值顧客口碑意圖
外文關鍵詞:Frontline employeeCompetencecustomer valueWOM
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  • 下載下載:14
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隨著國人生活水準提高,服務業在現今產業結構裡佔據多數。然而,服務業是個以人際關係與服務顧客為旨的產業,在企業與顧客中,第一線服務人員扮演重要的橋樑,因此,第一線服務人員之服務職能會影響顧客對於企業的觀感也有機會使顧客向他人分享此服務體驗,故第一個研究目是探討兩構面第一線服務人員職能(人際職能及專業職能)與顧客口碑意圖相關的機制。其次,提升顧客價值為企業吸引以及留住顧客的策略方法,在過去的文獻中,鮮少針對第一線服務人員職能與顧客接受服務所產生價值之影響,故第二個研究目的是探討兩構面顧客服務價值(情感價值及實用價值)是否在第一線服務人員職能與顧客口碑意圖之間發揮中介作用。
本研究之研究數據來自於250份網路問卷,訪問在過去三個月體驗過美髮服務的顧客,並且使用結構方程模型(SEM)分析數據。結果表明,人際職能、情感價值與顧客口碑意圖為完全中介關係,專業職能、實用價值與顧客口碑意圖為部分中介關係。此研究可以幫助我們理解不一樣的第一線服務人員、顧客服務價值及顧客口碑意圖之間的作用,在實務上,可以使企業更加了解對於第一線服務人員雇用與訓練的要點。

Today, the service industry occupies most of the industry. However, the frontline employees for a company are to contact the customers the first impression, and the service of frontline employees may affect the customer’s sense for company. Thus, the frontline employees’ service competence is a very important role in company.
This study mainly analyzes the influence between the two dimensions of the frontline employee service competence (interpersonal competencies and professional competencies) and the customer acceptance service value, further influencing customer’s word-of-mouth.
In particular, there is little literature to investigate the value of customer after acceptance service. Therefore, this study defines the two-dimensional of the consumer acceptance of services value (hedonic value and utilitarian value), and explores the difference of FLEs service competence whether affect this two-dimensional value. In addition, the word-of-mouth of customer is an important factor affecting business reputation. So, this article more discusses relationship between the customer acceptance services value and word-of-mouth to complete this structure. In this study, we may contribute to filling gaps in existing literature. 250 valid data was collected from internet. Participants who had experienced hairdressing services over the past three months were asked to rate frontline employee service competence, service value, and word-of-mouth intention, Further, the structural equation model technique was used to analyze the data.
The results show that the relationship among interpersonal competencies, affective values and customer’s word-of-mouth intended is full mediating effect. In addition, the relationship among professional competencies, utilitarian values and customer’s word-of-mouth intended is partial mediating effect. Theoretical and practical implications of these findings are also discussed.

壹、 研究背景與目的 1
貳、 文獻回顧 3
一、 第一線服務人員職能 3
二、 顧客服務價值 5
三、 第一線服務職能與顧客服務價值 9
四、 顧客口碑意圖 10
五、 顧客服務價值與顧客口碑意圖 11
六、 第一線服務人員職能與顧客口碑意圖 12
參、 研究方法 15
一、 研究對象 15
二、 測量方法 16
肆、 研究結果 18
一、 測量模型 18
二、 測量模型 19
三、 結構模型 21
伍、 結論與建議 24
一、 討論 24
二、 管理意涵 25
三、 限制與未來研究 27
陸、 參考文獻 29
柒、 附錄 38

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