顧客滿意之研究 -- 以壽險業為例

The Study of Customer Satisfaction -- An Empirical Study of Life Insurance Companies

劉崇義(Chung-Yi Liu)

指導教授 ： 曹國雄

中原大學/商學院/企業管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100416

摘要

本研究旨在探討服務業員工工作滿足對於顧客所認知的服務品質與顧客滿意關係之研究，過去有關服務業「顧客滿意」之相關研究，大多針對服務品質與顧客滿意二者之關係進行探討，只重視衡量顧客本身認知方面，而忽略了服務業中提供服務之第一線員工，因此本研究主張必須重視提供服務的員工，在組織中能創造良好的員工心理氣候，才能提高組織成員的工作滿足，進而提昇服務品質、達到顧客滿意的企業目標。

經由相關文獻之探討後，得以建構本研究之模型架構，探究影響服務業員工心理氣候的影響因素(如自我效能、賦權、角色衝突和角色模糊)，並探討員工心理氣候與員工工作滿足之間的相關性，其次本研究欲驗證服務業員工工作滿足與顧客所認知的服務品質，以及顧客滿意之相關性。

在實證研究方面，本研究針對國內30家壽險公司服務人員和顧客進行問卷調查，所獲得重要結論是: (1) 在自我效能與員工心理氣候方面，本研究經由實證研究中發現，自我效能與員工心理氣候已達顯著水準，二者呈正相關。(2) 在賦權與員工心理氣候方面，經由實證研究發現，主管階層的賦權程度與心理氣候已達顯著水準，二者呈正相關。(3) 在員工角色衝突與心理氣候方面，本研究經由實證發現，員工的角色衝突與心理氣候已達顯著水準，二者呈負相關。(4) 在員工角色模糊與心理氣候方面，二者已達顯著水準且呈負相關。(5) 在員工心理氣候與工作滿足方面，二者已達顯著水準且呈正相關。(6) 在員工工作滿足與服務品質方面，經由本研究實證發現，二者未達顯著水準，並無相關性。(7) 在服務品質與顧客滿意方面，經由本研究實證發現，二者已達顯著水準，兩者之間呈正相關性。上述結論對管理實務及理論之相關研究上各有其意義，此外，本研究亦提出了後續研究之方向。

關鍵字

賦權 ； 角色模糊 ； 工作滿足 ； 自我效能 ； 角色衝突

並列摘要

The main purpose of this study is to explore the relationship among psychological climate, job satisfaction of employee, service quality and customer satisfaction in the life insurance industry. In addition to the measurement of the traditional service quality dimensions, this study also measures the dimensions of employee psychological climate. Data is collected by the closed-ended questionnaires to survey the opinions of employees and customers of life insurance companies. Thus this study emphasizes that service manager must respect employee who provides service and creates good employee psychological climate in order to raise employee job satisfaction and improve service quality and customer satisfaction in life insurance industry.
The main research is found that except self-efficacy, empowerment, role conflict and role ambiguity would improve the employee psychological climate. Managers should empower employees by giving them more authority and needed training. An open and harmonious psychological climate will emerge if empowerment can truly be carried out.
To construct the structure of this study, this study needs to investigate the factors about employee job satisfaction by the research of relative literature. To provide some empirical evidences, this study investigates the employee and customer of 30 life insurance companies in Taiwan. The major findings are as follow: (1) self-efficacy has a significantly and positive relation to the psychological climate. (2) empowerment has a significantly and positive relation to the psychological climate. (3) role conflict has a significantly and negative relation to the psychological climate. (4) role ambiguity has a significantly and negative relation to the psychological climate. (5) employee psychological climate has a significantly and positive relation to the job satisfaction. (6) employee job satisfaction has no relation to the service quality. And (7) service quality has a significantly and positive relation to the customer satisfaction.
This study is meaningful to the managerial implications and future research. And this study also mentioned the research limitations and the directions of future research.

並列關鍵字

Service Quality ； Job Satisfaction ； Psychological Climate

參考文獻

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217. Tax, Stephen S. and Stephen W. Brown (1998), “Recovering and Learning from Service Failure,” Sloan Management Review, Fall, 75-88

24. Bowen, David E. and Edward E. Lawler III (1992), "The Empowerment of Service Workers: What, Why, How, and When," Sloan Management Review, 31-39

26. Bowen, David E. and Edward E. Lawler III (1992), “The Empowerment of Service Workers: What, Why, How, and When,” Sloan Management Review, 33 (Spring), 31-39

169. Reif, William E. and James W. Walker (1991), "Second-Generation Book: on Service Quality," Human Resource Planning, 14 (2),161-69