有關係才有好服務

Having Guanxi Means Excellent Customer Service

鄭伊倫(Yi-Lun Cheng)

指導教授 ： 鄧盈嘉

崑山科技大學/商業管理學院/企業管理研究所/碩士(2008年)

摘要

長久以來，東方社會一直強調社會合諧性與人際關係。從中國古代就開始重視人情面子，這種人情面子並非完全著重於和利益有相關，而是單純發至內心的一種情感表現。黃光國(1988)將中國傳統社會人際關係分成三種：「情感性關係」、「工具性關係」、「混合性關係」。過去研究指出，「中華經濟」主要是以企業家的關係所構成的關係網絡(Kao, 1993)，Ross(1999)提出受儒家思想的影響，使東西方員工的工作態度及行為存在某種差異性，當西方企業進入東方市場時，會因文化差異，產生衝突與阻礙。企業只要建立良好「關係(guanxi)」就可使公司運作順利，同樣地顧客只要和服務人員或企業保持著友善「關係(guanxi)」，一樣可以獲得到好服務嗎？
本研究目的在探討顧客在服務管理上為何要動用「關係(guanxi)」，動用「關係(guanxi)」後，產生何種結果？本研究採質性研究法，以全國18歲（含）以上，60歲（含）以下之在學學生為訪談對象，為加強理論實用性，除文獻外，採行重要事件技術及內容分析法進行研究，對於蒐集之故事加以歸納分類，最後以詮釋之觀點來分析其箇中脈絡。
本研究發現脈絡影響中，形成三種角色：(1)有行為動機產生的「顧客」；(2)對組織有權力或影響力的「權力者」；(3)在第一線服務顧客且需聽命權力者指令的「服務提供者」，三者間之關係為「為達成目的而有所要求的顧客，透過關係找到相關的權力者，權力者透過組織內正式的命令鍊或非正式的人際網絡，影響服務提供者進行服務，並改善服務品質，達成顧客的請託」。本研究發展出七項研究命題，命題一：關係距離(guanxi distance)將會影響關係的效用；命題二：人情將影響關係的效用；命題三：權力者意識到未來將有求於顧客，將願意投入關係以影響服務提供者；命題四：金錢、禮物之類的餽贈必能影響權力者投入之考量；命題五：關係取向在權力者與服務提供者間有其影響力；命題六：服務提供者接受權力者命令時，必能提供好服務給顧客；命題七：以顧客而言，盡可能累積更多的人情債權，對日後動用關係(walk guanxi)將會更方便；命題八：顧客與企業間所建立之關係(guanxi)將影響關係的效用。

關鍵字

顧客關係管理 ； 社會網絡 ； 社會資本 ； 關係

並列摘要

Society juncture harmony and interpersonal relationship have been constantly emphasized within Eastern society for a long time. It begins to make the most of favor and face from antiquity. It is not entirely about interest but coming from inside emotion. Huang (1988) suggests that the interpersonal relationship of Chinese traditional society can be divided into three aspects: “emotion relationship, creature relationship and mix sexual relationship.” Previous researching suggests that “the Chinese economy” is the relational network which is constituted by entrepreneurs’ relationships (Kao, 1993). Ross (1999) suggests the China was at the mercy of Confucian, so employee’s attitude and behavior are different. When the western enterprises enter the Eastern market, because of the cultural differentiation, have the conflicts and the hindrances. Industry emphasis guanxi can make operate smoothly. Equally, customer and service supplier maintain guanxi can acquire the best service?
This study wants to treat why the customers want to walk guanxi, and can it make any different results? This study is a qualitative research, and collects customers’ interviews in Taiwan. In order to consider the practicability of this thesis, it’s using CIT and contract analysis to study the subject except the literature and also using inductive method to induct various stories and using hermeneutics to analysis the context.
The study discovered three roles: (1) somebody has emotion called customer; (2) somebody has authority or the influence to the organization called power owner; (3) somebody must deference the ruler and service customer called service supplier. Their relationship is “the customer want to achievement aims and through guanxi to find the power owner in the organization. The power owner behests service supplier to improve service quality, and makes the customer satisified. The study develops seven topics and supplies the research discussion. The topics as following:(1) guanxi distance will be affect the guanxi purpose.(2) favor will be affect guanxi purpose.(3) power owner will alive to that he will appeal to the customer in the future, he will affect service supplier of the guanxi.(4) money and gift must be affect power owner.(5) guanxi must be affect power owner and service supplier.(6) service supplier accepts power owner’s behest, he must offer the best service for customer.(7) to accumulate more favor debt, when you want to walk guanxi can be convenient.(8) guanxi was established by customer and industry that can affect the guanxi purpose.

並列關鍵字

customer relationship management ； social network ； social capital ； guanxi

參考文獻

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