服務接觸過程之人際互動與員工角色外服務行為之探討

On the Personal Interaction and Extra-role Behaviors in the Service Encounter

陳喬惠(Chiao-Hui Chen)

指導教授 ： 賴子珍

元智大學/管理學院/國際企業學系/碩士(2009年)

摘要

對中度接觸程度服務產業(例如：飯店、餐廳)而言，服務品質是在服務接觸的過程中，透過顧客和服務提供者互動所一同創造的，由於服務的此種特性，使得個人化的服務成為服務型組織在同業競爭下的主要利器。鑒於服務型組織所設計的服務流程無法完整的涵蓋服務過程中透過動態互動而產生的所有情境，本研究欲探討服務提供者自發的個性化顧客服務行為。根據以往相關議題的文獻討論，此類型的服務行為可定義為角色外顧客服務(Extra-role customer service)。因此，本文以角色外顧客服務之相關文獻為基礎，根據服務接觸三角(Cook, Bowen, Chase, Dasu, Stewart & Tansik, 2002)，透過組織、服務提供者和顧客的角色延伸，從組織內部行銷的觀點建立分析服務提供完整的架構，深入探討內部行銷策略、同事團隊支援行為，以及顧客參與對服務提供者角色外顧客服務之關鍵性影響，藉以提供服務業經營者在服務傳遞設計面的參考。

實證研究透過問卷調查五家飯店和七家餐廳，回收200份有效樣本，以結構方程式模型(SEM)進行迴歸分析。根據服務提供者對於服務提供過程的整體經驗感受(包含服務組織的內部行銷策略，以及其與同事、顧客之間的互動)，對角色外顧客服務的形成因素進行分析。實證結果指出，同事支援行為以及顧客參與，對於角色外顧客服務皆有直接顯著的正向效果。而組織內部行銷策略方面，除參與式管理不具有間接效果外，型式化溝通和授權式管理對於角色外顧客服務皆有顯著的直接與間接正向影響效果。

關鍵字

角色外服務行為、服務接觸、顧客參與

並列摘要

As for moderate-contact services provision (e.g. hotel and restaurant industries), customer’s perception of overall service quality is generated along the service encounter by service provider together with customers. The customized service then can be a powerful factor for service provider to create individualized experience of service quality. According to related literature, the spontaneous personalized services additional to the standard procedural from service provider during the encounter can classified as extra-role customer service from the service provider. Due to its key role in service encounter, this study adopted the service encounter triad introduced in Cook, Bowen, Chase, Dasu, Stewart and Tansik (2002) to establish the analytical framework to analyze the interactions among the service triad and base on the internal marketing perspective to examine possible antecedence of such behavior, i.e. organizational internal marketing practices, coworkers’ assistance and customers’ participation so as to understand more on the process of service provider’s extra-role provisions.

The survey is conducted within five hotels and seven restaurants’ current frontline employees and 200 valid respondents are collected. The regression results work by Structural Equation model (SEM) analysis revealed that internal marketing practices, coworker assistance and customer participation all have significant directly positive effect on service provider’s extra-role customer service.

並列關鍵字

Extra-role customer service、Service encounter、Customer participation

參考文獻

1. Ackfeldt, A. L. & Wong, V. (2006). The antecedents of prosocial service behaviours: an empirical investigation. The Service Industries Journal, 26(7), 727–745.

2. Asif, S. & Sargeant, A. (2000). Modelling internal communications in the financial services sector. European Journal of Marketing, 34(3-4), 299–317.

4. Bentler, P. M. & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606.

8. Berry L. L. Service marketing is different. In: Lovelock Christopher H, editor. Service marketing. Prentice-Hall, Englewood Cliffs, NJ (1984).

9. Berry, L. L. & Parasuraman, A. (1992). Service Marketing Starts From Within. Marketing Management.