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題名:服務氣候前因後果與干擾變項之實證研究
作者:蔡政宏
作者(外文):Cheng-Hung Tsai
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
指導教授:吳萬益
學位類別:博士
出版日期:2007
主題關鍵詞:customer perceived service qualityService climateservice-oriented organizational citizenship behacustomer satisfaction and customer loyalty
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Customer satisfaction and customer loyalty are significant indicators of business success, and many studies have aimed to find how to improve these features. Most of these studies have focused only on perceived service quality from the customer perspective, and paid little attention to the influences of service climate. This study is to extend the theory on service climate and develops a comprehensive model for simultaneously integrating antecedents, consequences, and moderators of service climate from the perspectives of employees and customers.
Employees and customers of service organizations are surveyed simultaneously with different questionnaires. Structural equation modeling analysis was used to analyze the causal relationship and moderating effect of the various study constructs. Data from a sam-ple of 181 service work units (94 bank branches and 87 insurance companies’ subunits) provide at least moderate support for the research model hypotheses. The findings demon-strated that autonomy positively influences service-oriented organizational citizenship be-havior (SOCB) via service climate. Autonomy also positively impacts service climate, and thus further influences customer perceived service quality. Unlike most of previous service climate related studies that omitted the important variable of SOCB, this study simultane-ously verified the significant and positive effect of SOCB based on the perspective of ser-vice provider customers and employees. Additionally, the more magnitude of the influence of service climate and SOCB on customer perceived service quality in high routine service cases than in low routine service ones is confirmed. The above research findings have en-hanced our understanding of the influences of service climate and SOCB on customer per-ceived service quality.
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