異文化管理與消費者滿意度之關係兼論員工教育訓練干擾影響－以美、日、英在台子公司為例

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题名:	異文化管理與消費者滿意度之關係兼論員工教育訓練干擾影響－以美、日、英在台子公司為例 A Study of Relationship between Cross Culture Management and Customer Satisfaction: Employee Training as a Moderator -Compare to Subsidiaries of the United States, Japan, and United Kingdom MNE in Taiwan
作者:	戴宇柔 Tai, Yu-Jou
贡献者:	國際企業管理學系
关键词:	異文化管理消費者滿意度員工教育訓練 cross-cultural management customer satisfaction employee training
日期:	2015-06
上传时间:	2015-07-28 15:50:50 (UTC+8)
摘要:	二十一世紀多國籍企業正面臨跨國界經營問題，管理人員必須致力於尋求因應變遷環境之方法以改善並提高組織績效；企業發展在於顧客為導向的「消費者滿意度」，若只專注創造利潤，損害消費者權益，對產業環境會造成不可抹滅的負面影響；對此，本研究即針對美、日、英MNE在台子公司，其文化背景差異性，MNE對母國與地主國文化之瞭解，如何採取不同的「異文化管理」方式，使地主國子公司之員工士氣能比本土企業更高，同時，在考慮員工、消費者與社會長期利益時，企業透過「員工教育訓練」使員工提升效率、品質與服務，其中，最重要的關鍵在於企業落實和平共生精神、人道主義競爭精神、生命尊嚴、以及企業道德的「世界市民教育訓練」，從內心教育，啟發員工內心，以匠心提供產品與服務，能夠使消費者高度滿意與市場競爭力。本研究資料蒐集之方法採用問卷調查法，以美、日、英企業之員工做為樣本之寄發，共寄發360份問卷，有效問卷為293份，問卷回收率為81.4%。研究結果發現，異文化管理對消費者滿意度具有其顯著相關性，而干擾變數「世界市民教育訓練」相較於「一般教育訓練」對異文化管理與消費者滿意度呈現強勢干擾效果。 Multinational Enterprise are facing the problem of cross-border business, manager must be committed to seeking a method to deal with environmental changes, and improve organizational performance; Enterprise development lies in customer-oriented "customer satisfaction". If only focus on the creation of profits by damages consumer equity. Negative impacts might be caused on industrial environment; In this study, we focus on the United States, Japan and United Kingdom MNE subsidiaries in Taiwan, the cultural background differences and MNE understanding of the home country and the host country culture. How to use different “cross-cultural management” approach to motivate staff morale of subsidiaries in the host country is higher than local enterprises. Moreover, when considering employees, consumers and the long-term interests of society, Enterprises through the "staff education and training" to improve employee’s efficiency, quality and service. The most important key is "Global Citizen Education" which is companies implement the spirit of peace, humanitarian spirit of competition, dignity of life and corporate ethics. Starting from the heart of education and inspired employees inside with improve products quality and services through "craftsmanship and ingenuity". That can obtain high degree of consumer satisfaction and market competitiveness. The data collection method used in the survey questionnaire, sample firms from United States, Japan and United Kingdom to the subsidiaries to the investment staff. Total of 360 questionnaires, 293 valid questionnaires received. The response rate was 81.4%. The results showed that, cross-cultural management on customer satisfaction there is significant relationship, and the Moderator variable " Global Citizen Education" compared to the "general work educational training" for cross-cultural management and customer satisfaction of relationship showed a strong interference effect.
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