市場導向文化與服務參與行為之關係探討：員工幸福感、正向態度之中介效果

摘要根據行政院主計總處資料顯示，服務業已經成為台灣經濟活動之主體。觀光局於2016年統計資料中，顯示飯店旅館業及餐飲服務業在服務業當中的GDP占比相當高，顯見飯店旅館業及餐飲服務業極具重要性；而服務業之第一線人員展現優質服務行為可提升組織競爭力。本研究認為市場導向文化會讓員工產生正向態度與員工幸福感，進而展現服務參與行為。根據以往研究，鮮少探討市場導向文化、服務參與行為、正向態度以及員工幸福感之關係；據此，本研究探討上述各變項以了解變項之間影響關係。本研究以台灣的飯店旅館業及餐飲服務業為研究對象進行問卷調查，共計發放問卷450份，回收有效問卷361份，有效回收率為80.02 %。本研究採用結構方程模式來驗證各變項之間的關係。分析結果發現：1.市場導向文化對正向態度呈現正向影響；2.市場導向文化對服務參與行為呈現正向影響；3.市場導向文化對員工幸福感呈現正向影響；4.正向態度對服務參與行為呈現正向影響；5.員工幸福感對服務參與行為呈現正向影響；6.正向態度在市場導向文化與服務參與行為之間具有部分中介效果；7.員工幸福感在市場導向文化與服務參與行為之間具有部分中介效果。研究意涵歸納為：1.具有市場導向文化的組織可提升成員的服務參與行為，也可提高員工的正向態度及較佳的員工幸福感。 2.擁有較高正向態度及員工幸福感的成員較易展現有利於組織的服務參與行為。 3.員工幸福感與正向態度之中介角色，顯示組織藉由市場導向文化使員工展現服務參與行為，需先讓員工產生正向態度與員工幸福感。本研究結果可提供學術界及實務界新觀點，並作為未來研究方向延伸的基礎。關鍵詞：市場導向文化、服務參與行為、正向態度、員工幸福感

關鍵字

市場導向文化；服務參與行為；正向態度；員工幸福感

並列摘要

ABSTRACTS According to statistics from the Chief Comptroller of the Executive Yuan, the service industry has become the main body of Taiwan’s economic activities. In the 2016 statistics, the Tourism Bureau showed that the hotel and catering industry accounted for a relatively high proportion of GDP in the service industry. It is obvious that the hotel and catering services are of great importance; High-quality service behavior can improve organizational competitiveness This study believes that market-oriented culture will enable employees to generate positive attitudes and employee well-being, and then demonstrate service participation behavior. According to past research, researchers seldom discussed the relationships aomg market-oriented culture, service participation behavior, positive attitude and employee well-being. Based on this, the study explored the above variables to understand the relationship between variables. In this study, a questionnaire survey was conducted in Taiwan's hotel industry and catering service industry. A total of 450 questionnaires were distributed and 361 valid questionnaires were collected. The effective recovery rate was 80.02%. This study uses a structural mode to verify the relationship between the variables and finds that: . 1. Market-oriented culture has a positive impact on positive attitudes; 2. Market-oriented culture has a positive impact on service participation behavior; 3. Market-oriented culture has a positive impact on employee well-being; 4. Positive attitude positively affects service participation behavior Impact; 5. Employee well-being has positive influence on service participation behavior; 6. Positive attitude has partial mediating effect between market-oriented culture and service participation behavior; 7.Employee happiness has a partial intermediary effect between market-oriented culture and service participation behavior. The research implications are summarized as follows: 1. An organization with a market-oriented culture can enhance the service participation behavior of members, and can also improve the positive attitude of employees and better employee happiness. 2. Members with a high positive attitude and employee well-being are more likely to demonstrate service participation behavior that is beneficial to the organization. 3. The intermediary role between employee happiness and positive attitude, showing that the organization's guiding culture enables employees to demonstrate service participation behavior, and it is necessary to first give employees positive attitude and employee happiness. The results of this study can provide new perspectives in academia and practice, and serve as the basis for future research directions. Keywords: Market-oriented Culture, Service Participation Behavior, Positive Attitude, Employee Well-being