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    Title: 奧客是神, 服務人員卻不是人 : 以動態系統探討服務利潤鏈下顧客負面行為之影響
    Other Titles: Applying System Dynamics to service profit chain : the effect of customer negative behavior
    Authors: 邱榆鈞;Chiu, Yu-Chun
    Contributors: 淡江大學企業管理學系碩士班
    張瑋倫;Lun, Chang-Wei
    Keywords: 顧客負面行為;服務利潤鏈;系統動力學;Customer negative behaviors;Service Profit Chain;System Dynamics
    Date: 2015
    Issue Date: 2016-01-22 14:55:08 (UTC+8)
    Abstract: 服務產業的高度發展以及重要性反映在現今世界經濟發展的趨勢浪潮中,而在服務業顧客至上的浪潮下,出現了企業難以應付的顧客,甚至用無理且不尊重的方式來面對服務人員,這類型顧客通常稱為「奧客」。過去在顧客負面行為的研究領域裡,仍在探討顧客負面行為的成因,以及單一線性關係,但過去文獻中,鮮少討論顧客負面行為因素造成服務人員與顧客彼此間互動關係的所產生的系統性變化,以及長期下負面的影響。
    本研究將研究範圍聚焦在高度服務接觸的服務產業上,並且探討顧客言語侵犯服務人員的部分,試圖幫助企業檢視顧客負面行為對服務人員的嚴重性,首先由服務利潤鏈理論基礎以及服務補救建構出模型整體的因果關係架構,除了利用過去文獻來推論各變數之間的因果關係之外,最後透過系統動力學預測顧客負面行為對整個服務過程中,服務人員以及顧客甚至企業最終追求的利潤影響。
    研究結果證實了應用服務利潤鏈理論所建構出來的因果關係是合理的,透過因果關係預測出顧客負面行為對員工工作滿意度以及顧客滿意度的影響以及趨勢,當服務人員因為顧客負面行為而使得情緒問題越來越嚴重時,其對於工作的滿意程度將會越來越低,而此時服務人員對於工作的滿意程度能否維持期望水準以上,就端看企業為內部服務人員提供的內部服務品質。
    企業將透過服務補救行為,來彌補服務人員因為情緒問題造成的服務破壞行為,並且產生顧客滿意度下降的問題,以求恢復顧客對於服務的滿意程度。另一方面,顧客負面行為除了影響提供關鍵服務品質的服務人員之外,仍須要加上顧客滿意度的反應以及企業面對服務過程所做的回應所建構的因果關係,為企業達成追求利潤的目標,形成整個系統的運作過程以及長期的趨勢走向。
    本研究將顧客負面行為研究及服務利潤鏈理論結合,透過系統動力學連結服務利潤鏈,研究模型模擬結果提供了現階段針對高度接觸的服務產業中,顧客言語等侵犯行為的觀察點,未來可望擴展更完整的服務產業範疇,以及顧客對於服務人員負面影響因素的研究。在實務上,本研究期望在以客為尊的概念上,了解服務價值的提供來自於企業所支持之服務人員,並進一步強化企業的服務管理策略。
    This study focused on the service industry of high service encounter, investigated the Verbal aggression from customer. And tried to help companies examine the seriousness of the customer’s negative behavior. Through Service Profit Chain and System Dynamics, this study established a predictive model. This model reflected on the business performance from the customer’s negative behavior to service staff and respond back to the customer. First, this study established the model of causal relationship through the service profit chain and service recovery. Based on the past literature, this study inferred the causal relationship among each variables. Lastly, this research used System Dynamics to predict the effect of customer negative behavior between service staffs and customers even the effect of profit.
    The results of the causal relationship confirmed the application by service profit chain theory is reasonable. It predict the customer’s negative behavior which influence the customer satisfaction and employee job satisfaction. Because of the customer’s negative behavior, it makes service staff more serious emotional problems and their satisfaction on the work will be lower. At this time, the internal service quality which provide by a company can decide the employee job satisfaction.
    The companies make up the problem of the lower customer satisfaction by the service sabotage. On the other hand, the customer’s negative behavior influence the service quality of service staff, it still need to add customer satisfaction reaction and response service companies to face the process of doing the construction of causal relationship for companies to achieve profit goal.
    Combining with the research of customer’s negative behavior and service profit chain theory in this study, it links System Dynamics. The results provide a viewpoint of customer verbal aggression. Future investigators can extend the area of service industry research and negative factor of service employees. In practice, this study expect the customer-oriented concept to understand the services value provided by the service employee, and strengthen the business service management strategy in the future.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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