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題名:服務業顧客公民行為與不良行為的影響因素研究: 以連鎖咖啡店為例
作者:李宏仁
作者(外文):Hung-Jen Li
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:巫喜瑞
學位類別:博士
出版日期:2014
主題關鍵詞:顧客-公司認同顧客自願行為顧客滿意知覺相容性Customer-Company IdentificationCustomer Voluntary BehaviorCustomer SatisfactionPerceived Compatibility
原始連結:連回原系統網址new window
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根據社會識別理論、自我分類理論、以及服務接觸觀點,本研究試圖探究顧客自願行為(包括公民行為與不良行為)之前因變數。此外,本研究架構也納入一些個人的認知與情感因子以便於較佳地解釋與瞭解顧客行為。關於服務接觸要素,服務氣氛與顧客知覺相容性是被採用做為影響顧客自願行為的可能關鍵因素。同時,本研究認為顧客-公司認同在誘發顧客公民行為上可能扮演一個關鍵角色。以台灣的連鎖咖啡店之顧客做為調查對象。資料是蒐集自紙本問卷。
本文應用結構方程模式檢驗變數間的影響關係。研究結果如下所示: (1) 顧客-公司認同會直接影響顧客承諾、顧客滿意、以及顧客公民行為; (2) 顧客滿意顯著地影響顧客公民與不良行為; (3) 知覺相容性、顧客承諾、以及顧客滿意會個別地負向顯著地影響顧客不良行為。
Based on the social identity theory, self-categorization theory, and service encounter perspective, this study attempts to explore the antecedents of customer voluntary behavior (including citizenship behavior and dysfunctional behavior). In addition, the research model also incorporates some individual cognitive and emotional factors so as to better explain and understand customer behavior. As for the components of service encounter, service atmospherics and customer perceived compatibility are adopted as the potential key factors influencing customer voluntary behaviors. Simultaneously, this study think that customer-company identification can play a key role inducing customer citizenship behavior. Customers in the coffee chain store in Taiwan are selected as research subjects. Data were collected by paper questionnaires.
This thesis employs structure equation modeling to examine the influential relationships among variables. The results are as follows: (1) customer-company identification directly affects customer commitment, customer satisfaction, and customer citizenship behavior; (2) customer satisfaction significantly influences both customer citizenship and dysfunctional behavior; (3) perceived compatibility, customer commitment, and customer satisfaction negatively and significantly affect customer dysfunctional behavior respectively.
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