顧客導向之服務人員額外行為對顧客感激之影響

The Influence of Customer-Directed Employee Extra-Role Behavior on Customer Gratitude

康家瑜(Chia-Yu Kang)

指導教授 ： 林俊昇

共同指導教授 ： 郭佳瑋

國立臺灣大學/管理學院/商學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201601286

摘要

顧客感激一向被視為顧客互惠行為的情緒核心。然而，過去有關顧客感激之研究，多專注於組織主動投資的長期顧客關係行銷。雖然近期已有學者將顧客感激從組織層次，轉移至第一線服務人員，並提出短期間服務接觸的第一線服務人員之額外行為即可觸發顧客感激的情緒，但文獻中仍缺乏對服務人員額外行為之更深入的探討。
有鑑於此，本研究將高接觸服務組織的第一線服務人員額外行為進行分類，區分為寵愛行為及調整服務行為，藉由研究模型之建立，與顧客感激、顧客滿意度及顧客忠誠度作一完整的架構探討，並透過204份有效顧客問卷進行結構方程式（Structural Equation Modeling）統計分析。
研究結果顯示兩種服務人員額外行為，皆能於短期服務接觸時引發顧客感激、提升顧客整體服務滿意度，並對後續兩種顧客忠誠度指標─正向口碑與再購買意圖產生正面影響。

關鍵字

服務接觸 ； 顧客感激 ； 服務人員額外行為 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Customer gratitude has long been considered the emotion core of reciprocal behaviors. Past research regarding customer gratitude mainly focused on long-term customer relationship marketing initiated by service firms. Even though recent studies have brought customer gratitude from organization level to frontline employee level, having indicated that short-term employee extra-role behavior in service encounters could lead to customer gratitude, the concept of employee extra-role behavior still requires further examination. In view of this, the research aims to identify different aspects underlying frontline employee extra-role behavior, categorizing it into pampering behavior and adaptive service behavior. A theoretical framework was developed to explore the influence of the behaviors on customer gratitude, customer satisfaction and customer loyalty. Data collected from 204 customers was examined through structural equation modeling (SEM). Results indicated that two kinds of employee extra-role behaviors effectively led to customer gratitude, customer satisfaction, and further influenced customer loyalty.

並列關鍵字

Service encounter ； Customer gratitude ； Employee extra-role behavior ； Customer satisfaction ； Customer loyalty

參考文獻

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