服務導向組織公民行為、顧客信任與品牌權益關係之研究

Service Oriented Organizational Citizenship Behavior, Customer's Trust, and Brand Equity

楊濱燦(Bin-Tsann Yang) ； 陳瑞村(Jui-Tsun Chen)

《企業管理學報》 61期 (2004/06) Pp. 51-72

摘要

前人研究顯示，組織公民行為變項除了在現今的企業經營實務上存在著相當重要的地位之外，其於學術領域方面亦具有顯著性的意義。本研究試圖從行銷及服務業的角度來進行服務導向組織公民行為與品牌權益間關係型式之檢視，接著，輔以顧客信任為中介變項，以進一步釐清研究變項間之關係。在研究對象上，本研究以台灣北部地區16家百貨公司內銷售專櫃服務人員與接受其服務之顧客的251份配對問春進行分析。研究結果顯示，當顧客威受到服務人員提供額外有利於組織或顧客的組織公民行為時，唯有在顧客對服務人員信任的基礎下，才能使得顧客產生增加公司品牌權益的動機與行為。

關鍵字

服務導向組織公民行為 ； 顧客信任 ； 品牌權益

並列摘要

Several previous studies showed that organizational citizenship behavior was important to managerial practice and theoretical field. The purpose of this study was to test the relationship between service oriented organizational citizenship behavior and brand equity from the standpoint of service and marketing. Immediately after, trust was treated as an intervening variable to further clarify the relationship between the independent variable and. the dependent variable. Two hundred and fifty-one matched questionnaires from salespeople and their customers of sixteen department stores in Northern Taiwan were analyzed. Research results showed that the relationship between service oriented organizational citizenship behavior and brand equity was not significant, but customers will increase the perceptions of brand equity through trust.

並列關鍵字

Service Oriented Organizational Citizenship Behavior ； Customer's Trust ； Brand Equity

參考文獻

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