在油價高漲及金融海嘯的衝擊之下,全球航空產業的狀況及顧客的消費行為已經有了重大的改變。服務組織呈現在消費者面前的不再僅止於有形的產品、價格及功能是否能滿足顧客的需求,更重要的是如何在激烈競爭環境中,以無形服務的「軟實力」來保有長期優勢、超越對手並留住顧客,而扮演這股「軟實力」的操盤手,就屬第一線的服務從業人員。 自1980年代以來,許多學者紛紛提出有滿意的員工才會有滿意的顧客之概念,而良好的內部服務品質是優質外部服務品質的先決條件,同時也是組織成功的關鍵因素。因此如何讓員工在組織內部接受到等同於對待外部顧客的服務,使其將這樣的正向經驗延伸至外部顧客,已成為服務性組織的熱門話題。 本研究以台灣兩家國籍國際航空公司之國籍空服員為研究對象,就航空公司空服員管理部門對空服員所提供之內部服務品質與空服員之工作投入及服務行為三者之關係進行探討,回收有效樣本共209份。研究結果顯示:1. 內部服務品質對工作投入有正向且顯著的影響;2. 工作投入對服務行為有正向且顯著的影響;3. 內部服務品質對服務行為有正向且顯著的影響;4. 內部服務品質會透過工作投入的中介效果而提高服務行為。基於上述結果可以得知,航空公司空服員管理部門可以藉由內部服務品質的強化來增加空服員對工作的投入之正面態度,進而提升對外部顧客服務行為之展現。
Due to the impact from the high oil price and the Global Financial Tsunami, the business of Airline Industry and the customers’ behaviors has been changed. The customers have not only concerned with the price of product/service, but also the contact with the providers of the firms. The consequences from the contact determine whether the success of the organization. Since 1980s, Researchers have proposed that a satisfied employee is a prerequisite to the satisfaction of external customers. Firm provided good internal service to its employees is crucial to the success of an organization. For this reason, how to satisfy the needs of employees (internal customers) in order to foster employees’ contact in servicing external customers has become a critical issue in service firms. This paper used the native flight attendants in two international airlines in Taiwan as the survey subjects to examine the relationships among internal service quality offered from the management, job involvement and service behavior of flight attendants. Two hundreds and nigh flight attendants contributed data and found that first, internal service quality was positively and significantly related to job involvement; the second, job involvement was positively and significantly related to service behavior; the third, internal service quality was positively and significantly related to service behavior; the fourth, internal service quality offered from the management positively influenced flight attendants’ service behavior through the mediating effect of job involvement. This study concluded with a discussion of managerial implications of these findings.