員工努力對顧客關係續留與口碑之影響

A Study of the Effect of Employee on Customer Relationship Retention and Word-of-mouth.

蔡琬茜(Wan-Chien Tsai)

指導教授 ： 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

在服務業，與顧客直接接觸的第一線員工之努力將是顧客滿意與否的決定因素；且服務提供過程的有效溝通亦會影響員工的努力與顧客滿意的關係。滿意的顧客會繼續購買產品或服務，進行消費，並且會向他人傳達正向的口碑，為企業帶來收益。
　　過去有關員工努力的研究，大多探討員工努力與員工績效或組織績效之間的關係，較少涉及員工努力與顧客滿意及顧客關係續留關係之議題。本研究針對美髮服務業消費者探討員工努力與顧客滿意之間的關係，以及溝通是否對該關係具有調節效果；此外，進一步了解顧客滿意分別對後續關係續留及口碑的影響。
　　本研究資料蒐集乃透過網路與紙本問卷同時進行，共回收有效問卷612份，採用階層迴歸分析進行模式驗證，結果發現：(1)員工努力對顧客滿意具有正向影響；(2)顧客滿意對顧客關係續留及口碑具有正向影響；(3)溝通在員工努力與顧客滿意之間具有調節效果。
　　研究發現不僅在理論上提供對相關研究進一步的印證、解釋及釐清，同時亦對美髮服務業提供有關服務人員的訓練與激勵，以及對顧客關係管理方面之建議，以增進業者整體經營績效；此外，亦提出對後續研究方向之建議。

關鍵字

員工努力 ； 顧客滿意 ； 關係續留 ； 口碑

並列摘要

In service industry, the front-line service employee effort and the effective communication in the service process are the keys to customer satisfaction. In a highly competitive business environment nowadays, the profitability of the company is largely depended on the revisit frequencies and positive words-of-mouth of satisfactory customers.

To empirically investigate the interrelationships among employee effort, customer satisfaction, relationship retention, and word-of-mouth, this research was conducted through both online and paper-based surveys, with 612 hair salon customers responses gathered. Hierarchical Regression method was employed. The result confirmed the hypothesized positive relationship between employee effort and customer satisfaction as well as positive relations between customer satisfaction and relationship retention and word-of-mouth. Furthermore, quality of communication moderates the relationship between employee effort and customer satisfaction.

This study reveals that the service industry should put their emphasis on employees’ training and motivating in order to enhance customer satisfaction. Managerial implications and further research directions are also suggested.

並列關鍵字

employee effort ； customer satisfaction ； relationship retention ； word-of-mouth

參考文獻

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