探討航空公司員工滿意度與顧客忠誠度關係之研究：由服務行為之觀點探討

Employee Satisfaction and Customer Loyalty of Airlines-Exploring From the Viewpoint of Service Behavior

馮正民(Cheng-Min Feng) ； 鄭光遠(Kung-Yeun Jeng)

《運輸計劃季刊》 35卷2期 (2006/06) Pp. 191-231

https://doi.org/10.6402/TPJ.200606.0191

摘要

員工滿意度是影響顧客忠誠度的重要因素，是許多學者研究的共識。唯員工的服務行為如何影響兩者之關係，則少有人探討。本研究以國內U航空公司為研究實例，將服務行為分成角色內行為及角色外行為，並將之視為第一線服務員工工作滿意度與顧客忠誠度間的中介變數，以分析此一中介變數如何受到員工工作滿意之影響，及其如何影響顧客忠誠度。本研究採線性結構關係模式作為驗證模式配適度之分析工具，在顧客部分以搭乘U航空國內航線各場站離站的旅客為研究對象，一共有1,002份有效問卷；在員工部分則以U航空公司第一線服務員工為研究對象，一共有386份有效問卷。研究結果發現，服務行為作為中介變數，確實對顧客忠誠度有很顯著的影響，而其中角色外服務行為的影響程度遠較角色內行為為大。同時，本研究結果亦驗證員工工作滿意對員工角色內服務行為與角色外服務行為皆具有正向的影響。本研究亦根據研究結果彙整出管理意涵，提出提升員工滿意度，增進服務行為表現及強化顧客忠誠度之具體作法，可提供航空公司經營管理上之參考。

關鍵字

員工滿意度 ； 顧客忠誠度 ； 服務行為

並列摘要

Employee satisfaction is an important factor that affects customer loyalty and this understanding has been verified by many scholars. However, few studies have explored how the employee service behavior affects customer loyalty and how much that is affected by employee satisfaction. This research takes U domestic airlines in Taiwan as a study case. The service behavior, which was divided into in-role behavior and extra-role behavior, was regarded as an intermediate variable to analyze how both behaviors are affected by employee satisfaction and how both behaviors affect customer loyalty. This research takes Linear Structural Relations (LISREL) as the tool to test and verify the fitness of the model. The customer survey surveys the passenger of those who took U airways and depart from the domestic terminals, and there are 1,002 valid passenger questionnaires returned. The employee survey surveys the workers who are the frontline staff of U airways, and there are 386 valid employee questionnaires returned. Results show that service behavior, as an intermediate variable, has a significant influence on customer loyalty, while the influence of extra-role behavior is more significant than that of the in-role behavior. Employee satisfaction positively affects their in-role behavior as well as extra-role behavior. Based on the outcomes of the study, suggestions were provided for airline management to increase employee satisfaction, to improve employee service behavior performance, and to strengthen customer loyalty.

並列關鍵字

Employee satisfaction ； Customer loyalty ； Service behavior

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