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研究生:李珮瑄
研究生(外文):Pei-Hsuan Li
論文名稱:服務人員指導對顧客自我調整動機與行為之影響
論文名稱(外文):The Influence of Service Providers’ Instructions on Customers’ Self-Regulation Motives and Behaviors
指導教授:林俊昇林俊昇引用關係
指導教授(外文):Jiun-Sheng Chris Lin
口試委員:林政佑梁浩怡
口試委員(外文):Cheng-Yu LinHaw-Yi Liang
口試日期:2022-08-05
學位類別:碩士
校院名稱:國立臺灣大學
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
論文出版年:2022
畢業學年度:111
語文別:中文
論文頁數:40
中文關鍵詞:服務計畫關照式指導追求進步避免負面後果配合意願行為投入
外文關鍵詞:Service ProgramFacilitative InstructionPursuit of ProgressNegative Consequences AvoidanceCompliance IntentionBehavioral Engagement
DOI:10.6342/NTU202300348
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隨著消費者知識水平與經濟能力提升,越來越多顧客選擇投入各類型服務計畫,期望藉由專業服務人員的協助,達成充實自我及/或改善個人福祉的目標。而服務計畫的成功,除了有賴服務人員的指引,更需要顧客的配合,唯有服務人員提供適切的指導方式,加上顧客願意配合專業建議執行服務計畫,才能達成理想的服務結果。然而,過去研究卻鮮少針對服務人員指導方式,及其對顧客動機與配合意願的影響進行探討。為填補此重要研究缺口,本研究旨在建立一實證模型,從顧客感知服務人員指導方式的角度出發,討論服務人員如何透過關照式指導,影響顧客自我調整動機,進而影響顧客對於服務指引的配合意願與行為投入。
本研究以有參與服務計畫經驗、並對於該次服務仍有印象之顧客為調查對象,透過SurveyCake 網站進行問卷調查,以簡單隨機抽樣法回收有效問卷共 484 份,並藉由結構方程式(Structural Equation Modeling)的統計方法進行模型分析與假說驗證。研究結果發現,服務人員關照式的指導方式,會正向影響顧客自我調整動機(包含追求進步、避免負面後果),進而提升顧客的配合意願,促進顧客對服務計畫的行為投入。本研究同時針對此研究結果進行學術與管理意涵方面的討論,並提供建議與未來研究發展方向。
Modern society has seen the trend of consumers joining various service programs where they seek to enhance personal competence and/or well-beings with the assistance of professional service providers. The success of such service programs relies heavily on both service providers’ instruction and customers’ compliance efforts. However, there has been little research exploring service providers’ instructions and its influences on customer perceptions and compliance intention. To address the research gap, this study aims to propose and empirically test a model that investigates how service providers’ facilitative instruction influences customers’ self regulation motive, which enhances customers’ compliance intention and behavioral engagement.
Survey data was collected from 484 respondents who have participated in the service program and remembered the experience. The data was examined through structural equation modeling (SEM). Results indicated that service providers’ facilitative instructions have a positive influence on customers’ self-regulation motives (including pursuit of progress and negative consequences avoidance), which in turn affects customers’ compliance intention and behavioral engagement with the service program. Implications, limitations and further research directions are then discussed.
口試委員會審定書 I
致謝 II
摘要 III
ABSTRACT IV
目錄 V
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節、 研究動機與目的 1
第二節、 研究流程 3
第二章 文獻回顧 4
第一節、 服務人員關照式指導 6
第二節、 顧客自我調整動機 7
第三節、 服務人員關照式指導與顧客自我調整動機 9
第四節、 顧客自我調整動機與配合意願及行為投入 10
第三章 研究方法 12
第一節、 研究架構 12
第二節、 研究假說 13
第三節、 問卷調查 14
第四節、 研究變數與衡量 15
第五節、 資料分析方法 16
第四章 資訊分析與研究結果 17
第一節、 樣本屬性分析 17
第二節、 衡量模型分析 20
第三節、 結構方程式模型分析 26
第五章 結論與建議 29
第一節、 研究結論 29
第二節、 研究貢獻 31
第三節、 管理意涵 32
第四節、 研究限制與建議 33
參考文獻 34
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