探討內部服務品質、員工滿意度、成就動機與員工顧客導向關連性之研究－以C銀行為例

A Study of the relationships between Internal Service Quality on Staff satisfaction, Achievement Motivation and Staff’s Customer Orientation－A Case of C Bank

翁誠志(Cheng-Chih Weng)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2008年)

摘要

金融業的服務是經由服務提供者與顧客面對面接觸時所產生，公司的服務品質與績效，是由員工的行為而表現出來。經由文獻的實證結果「高品質的內部服務，可提升員工工作滿意度，滿意的員工會對組織忠誠，並提供高品質的服務水準予外部顧客，進而創造高的外部顧客滿意」。惟許多國內外學者仍未有全然的去探討內部服務品質、員工滿意度、成就動機與員工顧客導向之相關研究，故本研究挑選C銀行為個案研究對象，運用「內部服務品質」、「滿意度」、及「成就動機」、「顧客導向」等理論，來探討彼此之間的關連性，並進一步驗證文獻中所提到的各個理論。本次研究發放後所採集有效問卷共計有350份，除了以SPSS進行資料統計分析，並利用LISREL結構方程式進行基本模式與整體模式適配度分析，本研究根據資料分析結果提出以下結論：
一、部分內部服務品質對員工滿意度有顯著正向關係，尤其在工具、政策與程序、有效訓練、獎賞與褒揚方面。
二、部分內部服務品質對成就動機有顯著正向關係，尤其在群體支援與溝通、獎賞與褒揚方面。
三、部分內部服務品質對員工顧客導向有顯著正向關係，尤其在工具、政策與程序、有效訓練方面。。
四、成就動機對員工滿意度有顯著正向關係。
五、成就動機對員工顧客導向有顯著正向關係。
六、員工滿意度對員工顧客導向不具有顯著的正向關係。

關鍵字

內部服務品質 ； 員工滿意度 ； 成就動機 ； 顧客導向

並列摘要

Finance services build in the interaction between employee and customers, the service quality and company performance are demonstrated by employee’s behavior. Most of the studies verified that 「the higher staff satisfaction emerged from high quality internal-service, satisfying employees will devote to their organization, meanwhile will provide high quality service to satisfying its external customers」.There are many scholars at home and abroad have research conclusions or findings about internal service quality and employee satisfaction. But they haven’t yet completely to explore the internal service quality, employee satisfaction, and achievement motivation in customer-oriented staff of the relevance of the study. This study select the C bank to research and use of “internal service quality", "satisfaction", "achievement motivation" and "customer-oriented" theories to verify the theories which documents mentioned and validate the theory mentioned in the literature further. This study has acquisition of 350 valid questionnaires. In addition to SPSS statistical analysis of data and using LISREL equation to do the analysis of basic structure and overall pattern of adaptation. According to the data analysis, we have some conclusions and relevant recommendations：
First, some of the internal service quality has significantly positive relationship between employee’s satisfactions especially in the tools, policies and procedures, effective training, reward and a celebration of respect. Second, some of the internal service quality has significantly positive relationship between achievement motivations especially in group supporting and communication, reward and a celebration of respect. Third, some of the internal service quality has significantly positive relationship between staff’s customer-oriented especially in the tools, policies and procedures, effective training. Fourth, achievement motivation has significantly positive relationship between employee’s satisfactions. Fifth, achievement motivation has significantly positive relationship between staff’s customer-oriented. Sixth, employee’s satisfactions do not have a significant positive relationship between staff’s customer-oriented.

並列關鍵字

Internal Service Quality ； Staff Satisfaction ； Achievement Motivation ； Customer Orientation

參考文獻

[9]沈進成、張延蓉，「內部行銷、組織承諾、工作滿足與顧客導向服務關係之研究－以主題遊樂園為例」，旅遊管理研究，第二卷，第二期，第79-99頁，2002。

[11]吳萬進、林清河，「行銷研究」，初版，華泰文化事業股份有限公司，台北，2002。

[1]王生瑞，物業管理業的服務品質、顧客滿意度與顧客忠誠度之研究，碩士論文，國立台北科技大學商業自動化與管理研究所，2005。

[13]林士傑，服務品質、關係品質與顧客滿意度之關連性研究－以保健食品為例，碩士論文，國立台北科技大學商業自動化與管理研究所，2005。

[15]邱麗家，內部稽核人員人格特質、工作特性與工作滿意度關係之研究－以成就動機為中介變項，碩士論文，國立中山大學人力資源研究所，2006。