探討客戶權力在客服工程師知識分享意圖之影響

A study of how customer power influences Customer Support engineers'' willingness to share knowledge

蔡忠志(Chung-Chih Tsai)

指導教授 ： 許秉瑜

國立中央大學/管理學院/工業管理研究所碩士在職專班/碩士(2012年)

摘要

知識已經成為維持組織競爭力主要的因素之一，為了鼓勵組織成員將其知識分享至系統，過去研究調查組織的獎酬制度、自我效能、及組織內的社會規範。然而，來自組織外部的客戶權力可能也會影響組織所採用的決策。因此，本研究考慮客戶權力的因素，整合了社會權力理論。同時，我們應用社會交換理論及社會認知理論去檢視個人動機及知識自我效能。經過16個國家地區的跨國資料分析，研究結果顯示：名聲、互惠、知識自我效能顯著影響分享意圖；客戶的合法權也顯著影響互惠的認知，進而影響分享意圖，結果證實研究假設及模型的正確性。所以我們相信，涉及客戶服務及承諾的組織，組織應該聚焦於成員對客戶權力的認知，進而提昇成員的知識分享意圖。

關鍵字

社會認知理論 ； 社會交換理論 ； 知識分享 ； 客戶權力 ； 自我效能

並列摘要

Knowledge has become one of the key factors to sustain the organization’s competitive advantage. To encourage employee in an organization to share their knowledge, past studies have discussed reward systems, self-efficacy, and social norm. However, customer power could affect an organization’s decisive adoption. Thus, this study considered social power and integrated social power theory. Additionally, we integrated social exchange theory and social cognitive theory to examine personal motivation and knowledge self-efficacy. After this study collected and analyzed data from 16 countries, the result showed that reputation, reciprocity, and knowledge self-efficacy significantly affected intention to share knowledge. Additionally, customer power also significantly affected reciprocity, which in turn affected intention to share. The research model and hypotheses were supported by the empirical data. Therefore, we concluded that an organization involving customer service and commitment should focus on enhancing employee perception of customer power.

並列關鍵字

Social Cognitive Theory ； Social Exchange Theory ； Customer Power ； Knowledge Sharing ； Self-Efficacy

參考文獻

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