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    Title: 服務導向領導與知覺主管支持對於銷售行為之影響
    Other Titles: Transforming service-oriented leadership and perceived supervisor support into selling behaviors
    Authors: 闕帝雄;Chueh, Ti-Hsiung
    Contributors: 淡江大學企業管理學系碩士班
    汪美伶
    Keywords: 服務導向領導;服務氣候;知覺主管支持;顧客導向行為;銷售導向行為;service-oriented leadership;Service climate;perceived supervisor support;customer-oriented selling behavior;sales-oriented selling behavior
    Date: 2015
    Issue Date: 2016-01-22 14:54:38 (UTC+8)
    Abstract: 在服務業,服務人員與顧客間的關係是促成交易完成的重要因素,然而,這段關係相當難以維持與發展。因此不論在學界或業界,皆致力於鼓勵服務人員展現適當的服務行為來滿足顧客不同的需求,而本研究整合社會資訊處理理論、期望理論與社會交換理論,驗證服務導向領導對於服務氣候的直接影響,以及服務氣候與知覺主管支持與對銷售與顧客導向行為的影響,此外,並探討服務氣候是否在服務導向領導及銷售與顧客導向行為之間,扮演中介角色。
    故本研究以國內行動裝置通訊商之門市店長與門市服務人員作為研究對象,以問卷方式回收125份門市店長與599份門市員工之資料,採用階層線性模型(HLM, Hierarchical linear modeling)進行分析。結果發現,服務導向領導會正向影響服務氣候的形成,服務氣候與知覺主管支持則皆會正向影響服務人員顧客導向行為的展現,更重要的是,服務導向領導會透過服務氣候,對服務人員的顧客導向行為產生正向影響。針對上述結果,本研究提出理論意涵與管理實務。
    The quality of a salesperson’s relationship with his or her customers is an important contributor to sales success; however, these relationships can be difficult to develop and maintain. Managers and scholars have thus been engaged in encouraging service employees to exhibit appropriate selling behaviors to meet a variety of customer needs. The purposes of the study are to investigate the influences of service-oriented leadership, service climate, and perceived supervisor support on customer-oriented and sales-oriented selling behaviors and examine the mediating role of service climate between service-oriented leadership and selling behaviors.
    Data was collected from 125 managers and their 599 service employees in mobile device stores and analyzed using two-level hierarchical linear modeling. The results show that service-oriented leadership and service climate had positive influences on service employees’ customer-oriented selling behavior, and perceived supervisor support had a positive effect on customer-oriented selling behavior. In addition, service-oriented leadership had had effects on customer-oriented selling behavior through service climate. 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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