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    Title: 服務氣候與顧客忠誠度關聯性之跨層次研究
    Other Titles: A cross-level investigation of the linkage between service climate and customer loyalty
    Authors: 吳家齊;Wu, Chia-Chi
    Contributors: 淡江大學企業管理學系碩士班
    汪美伶;Wang, Mei-Lin
    Keywords: 服務氣候;顧客導向行為;情感依附;顧客忠誠度;階層線性模型;Service climate;Customer-oriented behavior;Emotional attachment;Customer Loyalty;Hierarchical linear modeling
    Date: 2014
    Issue Date: 2015-05-04 09:50:51 (UTC+8)
    Abstract: 國內金融保險業競爭激烈,且產品在進入市場前,皆為國外認證產品或受到專業審查,因此產品差異化的方式並無太大效應,與顧客接觸的服務人員成為了關鍵,若能展現出顧客導向行為,使顧客對服務人員產生情感上的依附。過去國內有許多情感依附的研究,但以人作為情感依附對象的研究並不多見。是故,本研究以國內北部金融業與保險業服務人員及其顧客作為研究對象,探討服務氣候、顧客導向行為、情感依附與顧客忠誠度四者之間系。總計發出180套紙本問卷,服務人員層級之有效問卷147份,回收率81.7%,顧客層級問卷透過服務人員發放,總計發放750位顧客,回收669份之有效問卷,回收率為89.2%。以階層線性模型(HLM, Hierarchical linear modeling)進行分析,研究結果發現,服務人員層級之服務氣候對顧客導向行為有正向關係;服務人員層級之顧客導向行為對顧客層級之情感依附有正向關係;顧客層級之情感依附對顧客忠誠度有正向關係;顧客導向行為對服務氣候與情感依附具有中介效果。故企業須讓員工之間產生服務氣候,員工之間互相傳遞顧客導向行為,進而影響顧客所接收到的服務,方能使顧客產生情感依附,最終成為忠實顧客。
    This study investigates the role of service climate in the effective management of salespersons’ customer-oriented behavior in financial and insurance industries. We developed and tested a two-level model in which salespersons’ perceptions of service climate are related to their customer-oriented behavior and their customer-oriented behavior is, in turn, related to customers’ emotional attachment toward the salesperson, and the customer’s emotional attachment are related to customer loyalty. A total of 669 customers involving 147 salespeople were analyzed using hierarchical linear modeling (HLM), with results that support most of the proposed model. More specifically, service climate was positively related to customer-oriented behavior, customer-oriented behavior was directly related to emotional attachment, and emotional attachment was directly related to customer loyalty. In addition, service climate was associated with customer’s emotional attachment through customer-oriented behavior. Both theoretical and practical implications are discussed.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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