- 學位論文
Customer Engagement: Antecedents and Its Impacts on Service Innovation and Financial Performance
Customer Engagement: Antecedents and Its Impacts on Service Innovation and Financial Performance
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摘要
至今，服務創新已經在經濟市場與學術研究中受到高度關注。在本研究中，利用多層線性模型操作同時檢驗組織層面以及個體層面，以獲得更精確的分析。首先，本研究探討組織層級的組織支持、個體層面的員工與顧客之特質對顧客涉入程度的影響。再探討顧客涉入程度對個人績效、組織財務績效，以及服務創新之影響。本研究探討學者Vargo 與 Lusch (2004, 2008) 所提出服務主導邏輯觀點中的顧客永遠是價值的共創者，和服務中心思想永遠以顧客為導向並與顧客相關。此研究以保險銷售人員為主要問卷對象，包涵人壽保險公司以及保險經紀人公司，並有303份為有效問卷。研究結果分析顯示，組織支持、銷售人員特質，以及顧客特質對顧客參與有顯著影響，最終亦會提升個人績效、組織財務績效，以及服務創新。
並列摘要
Service Innovation has been highly concerned for business practices and academic study nowadays. In this research, we use hierarchical linear modeling (HLM) to examine both organization level and individual level simultaneously to obtain more accurate results. First, we investigate whether the organizational supports from organization level, service provider characteristics and customer characteristics from individual level that have impacts on customer engagement, and how well its aggregate customer engagement has effects on individual financial performance and corporate financial performance, as well as service innovation through co-creation of value between customers and an organization. We identified the influencing factors and investigated the effects from service-centered viewpoint from service dominant logic view (Vargo & Lusch, 2004, 2008). We conducted an empirical study from insurance industry in Taiwan. 303 useable questionnaires were returned from life insurance companies and insurance broker companies. The results of the analysis suggested that the supports from organization and characteristics of service providers and customers established a significantly positive effect on customer engagement and eventually do enhance individual financial performance, corporate financial performance, and service innovation.
參考文獻
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