服務團隊之社會資本對服務品質的影響

The Impact of Social Capital within Service Teams on the Service Quality

歐雨瑞(Yu-Jui Ou)

指導教授 ： 羅家德

元智大學/資訊學院/資訊社會學研究所/碩士(2004年)

摘要

本研究從社會資本的角度，探討影響專業服務團隊之服務品質的因素，並試圖以此研究結果，補充智慧資本概念中定義模糊與缺乏實證基礎的部分，描繪資訊社會下，組織競爭優勢的關鍵資源與產出的關係。
本研究定義團隊層級中，各種社會資本的類型與衡量方式，針對國內最大的兒童英語教材通路公司進行相關調查，發出了408份社會資本量表及社會網絡問卷，共計49個團隊，最後共回收了383份，共計47個團隊，同時另外針對該公司的顧客進行服務品質的調查，共回收有效樣本1174份，然後運用UCINET 6 社會網絡分析軟體，算出各團隊的網絡結構指標數值，並計算各種社會資本的數值，最後與顧客評量之服務品質一起進行統計分析後，得到以下結論：
團隊的內部社會資本，無論是結構面還是關係面，跟團隊的服務品質都有明顯的相關。研究中不管是用總合網絡、工作諮詢網絡、或者信任網絡來看，團隊內的關係面社會資本都對於團隊服務品質都有顯著的影響。這點發現證明了社會資本的存在，會促進團隊內的資訊與資源流通及整合能力，或者提升團隊成員的相互支援與合作行為，並從而促進價值的創造。
其次，在團隊的外部社會資本中，本研究發現團隊與顧客的關係強度會正面影響團隊的服務品質，然而，團隊在相關合作部門中所能掌握的外部社會資源，對於服務品質卻未有顯著影響，可能是測量的方式也許未臻成熟，或者本研究的樣本本身組織內的一些特質，造成部門或團隊間合作對於服務品質的影響不明顯。
結論中針對這些發現，對照到智慧資本的概念，為此一概念提供了指標上的補充與因果關係的實證基礎。

關鍵字

社會資本 ； 社會網絡 ； 服務品質 ； 智慧資本

並列摘要

This paper discuss the impact of social capital on the performance of a service team, especially its service quality, and try to explain how the intellectual capital within a team exploited to create value by introducing the social capital perspective.
In this paper, the team-level social capital is defined as the trust inventory and social network configuration within the service team (internal social capital), and the social ties with other function departments and customers (external social capital). The research takes the largest language textbook publishing and retailing company as participant, 47 service teams within this company and 1174 customers are surveyed through questionnaires. The data was analyzed by social network analysis technique of UCINET and then regression analysis, to prove whether the social capital within a team impacts its service quality. The following are results and conclusions:
1. The internal social capital of a service team, include the trust inventory and the social network configuration, impacts its service quality significantly. This result shows that the internal social capital facilitates knowledge or information distributing and combining across team members, and brings emotional support to the members. Therefore the team will have higher information processing capability and better service attitude toward its customers, the service quality will thus be good.
2. The external social capital impacts the service quality through the social ties between the team and its customers. However, the social ties between service team and other function departments don’t have significantly impacts on service quality. This result shows that developing social ties with customers can help a service teams acquire critical information about its customers, therefore the service team will have better capability to meet the demand of its customer, and the service quality will be increased.
These index are proved to have impacts on service quality, and can be used to supplement the intellectual capital framework in the context of service industry.

並列關鍵字

Social Capital ； Social Network ； Service Quality ； Intellectual Capital