銀行業員工滿意度、服務導向組織公民行為與顧客忠誠度之關係－以財富管理部門為例

The Relationships among Employee Satisfaction, Service-Organizational Citizenship Behavior and Customer Loyalty in Bank Industry-A Case of Wealth Management Department Taiwan

胡凱傑(Kai-Chieh Hu) ； 劉敏熙(Min-Shi Liu) ； 賀瑞梅(Jui-Mei Ho)

《東吳經濟商學學報》 79期 (2012/12) Pp. 45-79

https://doi.org/10.29735/SJEB.201212.0002

摘要

在過去的研究領域中，服務導向組織公民行為的研究著重於組織行為與人力資源領域方面的變數，較少考慮到對顧客影響的行銷變數。有別於服務利潤鏈，本研究架構係以員工滿意及服務導向組織公民行為驅動服務價值及顧客忠誠的重要因子。以台灣區一大型行庫財富管理部門理專及其歸屬顧客為研究對象，問卷設計採配對型式，發放280位理專填寫問卷，另由理專針對該員工服務的顧客隨機發放3份問卷填答。蒐集資料後經由結構方程式模式（SEM）的統計分析，結果發現（1）顧客滿意度對顧客忠誠度有顯著正向的關係，（2）服務價值對顧客滿意度及顧客忠誠度具有顯著正向的影響關係，（3）員工滿意度對服務導向組織公民行為有顯著正向的影響關係，（4）員工滿意度及服務導向組織公民行為對服務價值有顯著正向的影響關係。結果顯示對於提高顧客忠誠而言，對顧客所提供的服務價值是最重要且最關鍵的因素。最後，依據研究結果進行管理意涵之討論，並提出後續相關研究建議。

關鍵字

員工滿意度 ； 服務導向組織公民行為 ； 服務價值 ； 顧客忠誠度 ； 銀行業

並列摘要

In the past, service-oriented organizational citizenship behavior research focuses on variables of organizational behavior and human resources, with little consideration to the impact of marketing variables on the customer. Different from the service profit chain, this research framework regards both employee satisfaction and service-oriented organizational citizenship behavior as key factors which drive service value and customer loyalty. Financial advisors working for large-scale bank in wealth management segment and their customers are chosen objects in this research. The questionnaire was applied for matching patterns, which issued to 280 financial advisors and their three customers each randomly. Through structural equation modeling (SEM) analysis, results show that (1) customer satisfaction has the positive and direct impact on customer loyalty, (2) the service value has the positive and significant impact on customer satisfaction and customer loyalty, (3) employee satisfaction has the positive and significant impact on service-oriented organizational citizenship behavior, (4)employee satisfaction and service-oriented organizational citizenship behavior have the positive impact on the value of service. As far as customer loyalty enhancement is concerned, the value of service provided to customers are the most important and critical factor. Therefore, this study suggests that banks should actively enact a strategy to provide customers with service value in order to enhance competitive advantage. At last, we have the managerial discussions according to the results, and bring up relative research suggestions afterwards.

並列關鍵字

Employee Satisfaction ； Service-oriented Organization Citizenship Behavior ； Service Value ； Customer Loyalty ； Bank Industry

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