| 摘要: | 服務氣侯雖然在現有的學術研究中，己有許多不同的角度發展出其與服務品質間關係的看法，如有相關研究提出二者之間具正向影響(Schneider & Bowen,1995)，但仍有學術研究認為，服務氣侯與服務品質間之直接影響關係，仍缺乏足夠的支持(Reynoso & Moores,1995)。因此服務氣侯與服務品質之間，便有可能存在著中介變數的影響性。本研究擬從服務氣侯影響服務品質的中介歷程作為進一步探討的問題。
本研究之研究樣本係以金融服務業的第一線服務人員與其顧客做為研究樣本對象，以問卷發送方式，共分為兩個部份，第一部份內容包括金融機構服務人員的問卷，採定點與部門別發送，分別由曾有過顧客服務與接觸的第一線金融服務的人員填答，第二部分為顧客問卷，受訪對象為曾經接受該融機構服務人員所服務的顧客；共實際發出1000份問卷(A問卷400份；B問卷600份)，回收(A問卷343份；B問卷430份)共計773份問卷，扣除填答不完整或無法配對之(A問卷43份；B問卷達130份) 共計173份問卷，有效問卷皆為300份，有效回收率分別為A問卷75.00%；B問卷達50.00% 。
本研究透過SPSS與LISREL兩種統計方法進行資料分析，研究結果顯示：1.整體服務氣候與忠誠式公民行為、服務傳遞式公民行為呈現顯著正向關係；與參與式公民行為沒有正向關係存在。2. 顧客回饋與忠誠呈現顯著正向關係；與服務傳遞式公民行為、參與式公民行為沒有正向關係存在。3.忠誠式公民行為與反應性、確實性、關懷性呈現顯著正向關係；與有形性、可靠性沒有正向關係存在。4. 服務傳遞式公民行為與反應性呈現顯著正向關係；與有形性、可靠性、確實性、關懷性沒有正向關係存在。5. 參與式公民行為與有形性、可靠性、確實性、關懷性呈現顯著正向關係；與反應性沒有正向關係存在。
Many scholars and practitioners have presented, in their research literatures, relations between service climate and service quality from different points of view. On the one hand, both are mutually affected in positive ways, as presented in Schneider & Bowen’s work (Schneider & Bowen, 1995.) On the other hand, some researchers do not think that there are significant evidences that can support the relation between them (Reynoso & Moores, 1995.) Consequently, the author attempts, in this thesis, to exhibit the certain existence of intervening variables between service climate and service quality. Additionally, the issue will be further analyzed about how service quality is affected by service climate in the mediation process.
I choose and distribute questionnaires to the front-end tellers and customers who have received the services from those for my sampling population. On the one hand, 400 copies made for the financial employees (named “Group A”) are issued to the tellers working in the specific departments and branches. On the other hand, 600 copies made for customers (named “Group B”) are issued to those having received the services from those tellers. Of 1000 copies, 773 are returned and the number included 343 in Group A and 430 in Group B. Finally, I respectively take 43 copies out of Group A and 130 copies of Group B because those questionnaires covered incomplete answers or the one is not a match for the other. Accordingly, 300 copies were effective in each group and the percentage of valid returned questionnaires on Group A and B are 75 and 50%, respectively.
The author analyzes the collected data through SPSS and LISREL and achieves the five results. First, the correlation is significantly positive between global service climate and citizenship behaviors of loyalty and service delivery and however, does not positively affect citizenship behavior of participation. Second, the correlation is significantly positive between customer feedback and loyalty but customer feedback does not positively influence citizenship behaviors of participation and service delivery. Third, the correlation is significantly positive between citizen behavior of service delivery and responsiveness, assurance and empathy and however, that citizenship behavior does not positively affect tangibles and reliability. Fourth, instead of tangibles, reliability, assurance and empathy, citizenship behavior of service delivery significantly influences responsiveness. Finally, citizenship behavior of participation does not significantly affect responsiveness and instead, tangibles, reliability, assurance and empathy. |
