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題名:顧客認知銷售人員之服務導向組織公民行為與價格敏感度之關係
作者:謝瑜玲 引用關係
作者(外文):Hsieh, Yu-Lin
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:謝安田
學位類別:博士
出版日期:2011
主題關鍵詞:服務導向組織公民行為顧客價值價格敏感度service-oriented organizational citizenship behaviorscustomer valueprice sensitivity
原始連結:連回原系統網址new window
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顧客認知銷售人員之服務導向組織公民行為與顧客消費價值及價格敏感度之間的關係尚未能由既有文獻加以解釋,因此,本研究之目的在探討顧客認知銷售人員之服務導向組織公民行為與價格敏感度之間的關係。同時,也欲釐清顧客價值對於顧客認知銷售人員之服務導向組織公民行為與價格敏感度之中介效果。
本研究是透過問卷調查方式,以百貨公司購買服飾、鞋子、運動休閒用品之顧客及與顧客接觸的銷售人員為研究對象。總共發放600份問卷,回收有效問卷共372份,回收率為62.0%。結果本研究發現:
一、銷售人員之服務導向組織公民行為與顧客消費之享樂價值知覺呈正相關;與顧客
消費之功利價值無顯著關聯。
二、顧客消費之享樂價值知覺與顧客消費之價格敏感度呈負相關;顧客消費之功利價
值知覺與顧客消費之價格敏感度無顯著關聯。
三、銷售人員之服務導向組織公民行為與顧客消費之價格敏感度呈負相關。
四、顧客消費之享樂價值知覺會部分中介銷售人員之忠誠組織公民行為,及服務傳遞
組織公民行為與顧客消費之價格敏感度;顧客消費之享樂價值知覺會完全中介銷
售人員之參與組織公民行為與顧客消費之價格敏感度。
五、顧客消費之功利價值知覺對銷售人員之服務導向組織公民行為與顧客消費之價格
敏感度無中介效果。
根據分析結果,本文提出研究結果之理論與實務意涵以及後續研究之建議。
The relationship between customer perception towards salesperson's ser-vice-oriented organizational citizenship behaviors, customer value and customer’s price sensitivity remain unclear. Thus, this study intent to clarify the issues and to examine the mediation effects of customer value on the relationship between salesperson's service-oriented organizational citizenship behaviors and customers’ price sensitivity.
600 samples randomly selected from vary department stores and 372 responded the response rate is 62% and the empirical results were as below:
1. Salesperson's service-oriented organizational citizenship behaviors have a positive effect on customers’ hedonic value, and no effect on customers’ utilitarian value.
2. There is a negative effect on price sensitivity, but no effect between utilitarian value and customers’ price sensitivity.
3. A negative effect between service-oriented organizational citizenship behaviors and customers’ price sensitivity.
4. Customers’ hedonic value mediated the relationship between salesperson's service-oriented organizational citizenship behaviors and customers’ price sensitivity.
5. No mediation effect of customers’ utilitarian value on the relationship between salesperson's service-oriented organizational citizenship behaviors and customers’ price sensitivity.
The contributions to literature and managerial implications are discussed and suggestions for future research are recommended.
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