內部市場導向、內部顧客態度對角色服務行為之影響

The Effects of Internal Market Orientation and Internal Customer Attitude on Role Service Behavior

趙子文(Tzu-Wen Chao) ； 方世榮(Shyh-Rong Fang) ； 張文賢(Wen-Hsien Chang)

《顧客滿意學刊》 8卷1期 (2012/03) Pp. 115-143

https://doi.org/10.30066/JCS.201203.0005

摘要

本研究建立內部市場導向、內部顧客態度、內在角色服務行為與額外角色服務行為之關係模式。並以七種服務業之第一線直接接觸顧客的員工為研究對象，總計回收404份有效問卷。本文並以結構方程模式進行實證。結果發現，內部市場導向對內部顧客態度皆呈現顯著正向影響；員工忠誠、管理的信任對內在角色服務行為和額外角色服務行為皆呈現顯著正向影響；然而，工作滿意對內在角色服務行為與額外角色服務行為皆呈現不顯著影響。這意味著員工工作滿意並無法確保能表現優良的角色服務行為，此結果值得實務管理者重視。本文最後針對研究結果討論其管理意涵，並提出未來研究建議。

關鍵字

內部行銷 ； 內部市場導向 ； 內部顧客態度 ； 內在角色服務行為 ； 額外角色服務行為

並列摘要

The study purposes a model among internal market orientation, internal customer attitude, in-role service behavior (IRSB) and extra-role service behavior (ERSB). Empirical data of this study took sample from seven kinds of service industry of front-line employees. There are total 404 valid samples. Structural equation modeling (SEM) validates the proposed model. The results reveal that internal market oriented has significant and positive effect on internal customer attitude; both employee loyalty and trust management have significant and positive effect on in-role service behavior and extra-role services behavior; however, job satisfaction has no significant and positive effect on in-role service behavior and extra-role services behavior. This means that employees have job satisfaction but the role of service behavior can not ensure the performance of managers in this study is merited attention. This paper concludes with a discussion of the findings and proposed management implications and future research directions.

並列關鍵字

Internal Marketing ； Internal Market Orientation ； Internal Customer Attitude ； In-Role Service Behavior ； Extra-Role Service Behavior

參考文獻

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