本研究整合社會認定理論與關係認定理論,驗證分店服務氣候對顧客導向行為的直接影響,以及顧客導向行為對顧客情感承諾的影響,並探討顧客導向行為是否在分店服務氣候與顧客情感承諾之間,扮演中介角色。是故,本研究以國內從事財富管理服務的理財專員及其所屬顧客為研究對象,以問卷方式蒐集37家分行141位理財專員與642位顧客之資料,採用三層次階層線性模式進行分析。結果發現,分店服務氣候會影響理財專員顧客導向行為的展現;理財專員所展現的顧客導向行為,也會影響顧客對理財專員的顧客情感承諾。更重要的是,分店服務氣候會透過顧客導向行為,對顧客情感承諾產生正向影響。針對上述結果,本研究提出理論意涵與管理建議。
Integrating social identity theory with relational identity theory, this study developed and tested the relationships among store service climate, customer-oriented behavior and customer affective commitment. Data was collected from 141 financial consultants in charge of wealth management and their 642 customers in 37 bank branches of Taiwan and analyzed using three-level hierarchical linear modeling. The results show that store service climate had positive influence on financial consultants' customer-oriented behavior, and customer-oriented behavior had positive effects on customer affective commitment toward financial consultants. In addition, store service climate had effects on customer affective commitment through customer-oriented behavior. Both theoretical and practical implications are discussed.