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研究生:林永第
研究生(外文):LIN YUNG TI
論文名稱:情緒智商、內部行銷、服務品質與組織公民行為關係之研究:以航空公司第一線員工為例
論文名稱(外文):The relationship of emotional intelligence,internal marketing,customer service quality and organization citizen behavior:The case of emotional worker as flight attendant and front-lines employees of airlines
指導教授:余明助余明助引用關係
指導教授(外文):Yu ming chu
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:人力資源發展系碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:143
中文關鍵詞:情緒智商內部行銷組織公民行為第一線員工情緒智商內部行銷組織公民行為第一線員工
外文關鍵詞:Key words: emotional intelligenceinternal marketingorganization citizen behavior (OCB)emotional worker (front-line employe
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摘要
維持高水平的服務水準為一航空公司的成功要件,特別在服務業中需要激勵員工; 試圖提升服務品質。本研究深入探討,第一線員工內部行銷、 情緒智商透過顧客服務品質的中介作用對以提升組織公民行為的影響。
本研究的目的在探討情緒智商、 內部行銷、員工組織行為、顧客服務品質之間的關係。本文研究對象係以空服人員與第一線地勤員工及旅客,一共回收有效問卷各250份。透過因素分析; 信度分析; 複迴歸分析與結構方程式模式(SEM),來驗證各研究構念間的影響關係。使用內部行銷與情緒智商,結果發現服務品質與員工組織行為的關係相當顯著,可達到事半功倍的效果,提升公司的福利與員工的激勵效果。研究探討影響關係如下:

1. 第一線員工情緒智商及內部行銷對及顧客服務品質有顯著正向之影響。
2. 第一線員工情緒智商及內部行銷對組織公民行為有顯著正向之影響。
3. 情緒智商及內部行銷透過顧客服務品質的中介作用對以提升組織公民行 為影響。
4. 顧客服務品質對組織公民行為有顯著正向之影響。

尤其在第一線員工需求之對內部行銷與情緒智商針對服務業維持高水準的顧客服務品質。 如此看來,所有的公司對旅客服務品質的重要性,若無良好的服務品質,要與其他航空公司競爭,尤其在航空業或服務業,是無法永續經營。本研究係以空服人員與第一線地勤員工為研究對象,透過情緒智商、內部行銷及顧客服務品質的中介作用以提升組織公民行為影響探討之研究。


關鍵字:情緒智商、內部行銷、組織公民行為、第一線員工
Abstract
This paper examines how emotional intelligence and internal marketing are associated with organization citizen behavior and customer service quality. Maintaining a high level of customer service quality is necessary for success, particularly for firms in service industries, but employees need to be motivated to provide it.
Management can provide the motivation through the use of emotional intelligence and internal marketing. In this paper we examine internal marketing and organization citizen behavior that reward employees throughout factor analysis, regression analysis, SEM and ANOVA for achieving customer service quality and organization citizenship behavior. As following the relationship among Emotional intelligence, internal marketing, organization citizen behavior and customer service quality.
1. Emotional intelligence and internal marketing are positively significant related with customer service quality.
2. Emotional intelligence and internal marketing are positively significant related with organization citizen behavior.
3. Customer service quality will mediate the relationship of the emotional intelligence and internal marketing to organization citizen behavior.
4. Customer service quality has significant influence with organization citizen behavior.
Maintaining a high level of customer service quality is necessary for success, particularly for firms in service industries, but employees need to be motivated to provide it. Customer service quality is important for all firms; in particular, firms in service industries, such as airlines industry, cannot remain competitive if they provide poor service
This study used a sample of flight attendants and the front-line employees as the emotional workers to examine the role of internal marketing in the performance of organization citizen behavior and customer service quality and on the basis of the literature.

Key words: emotional intelligence, internal marketing, organization citizen behavior (OCB), emotional worker (front-line employee)
Table of Content
Abstract II
Table of Content III
List of Figure VII
List of Figure VII
Chapter 1 Introduction 1
1.1Background Motivation and Research 1
1.2 Research Purposes 7
1.3 Research Procedure 8
Chapter 2 Literature Review 9
2.1 Emotional Intelligence 9
2.2 Internal Marketing 21
2.3 Customer Service Quality (CSQ) 30
2.4 Organization Citizenship Behavior 39
2.5 Relationships between each dimensions 50
Chapter 3 Methodology 65
3.1 Conceptual Framework 65
3.2 Hypotheses 66
3.3 Measures and Operational Definitions 67
3.3 Measures and Operational Definitions 67
3.4 Collection Procedure 72
3.5 Questionnaire Design 73
3.6 Characteristics of airlines` samples and respondents 74
3.7 Reliability and Valid test of the Measurement Variables 80
3.8 Analytic Methods 81
3.9 construct validity 91
Chapter 4 Research Analysis and Result 97
4.1 Descriptive Analysis 97
4.2 Interrelationships among research construct 103
4.3 The differentials of samples between internal marketing, emotional intelligence, and customer service quality and organization citizenship behavior. 108
4.4 Structural Equation Model 116
Chapter 5 Conclusion and suggestion 124
5.1 Conclusions 124
5.2 Suggestions 127
5.3 Limitations 131
5.4 Future research directions 132
Reference 133
Appendix 140
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