店務管理與提升服務品質、關係品質之研究－以S公司為例

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Title:	店務管理與提升服務品質、關係品質之研究－以S公司為例 A Study on Store Management and Service Quality Improvement, Relationship Quality - Taking S Company as an Example
Authors:	潘泓予
Contributors:	企業實務管理數位碩士在職專班
Keywords:	組織公民行為自我認同店務管理服務品質關係品質
Date:	2023
Issue Date:	2023-08-07 11:12:04 (UTC+8)
Abstract:	網際網路的蓬勃發展與智慧型手機的普及，使電商已慢慢走入消費者生活，電信業實體門市除了面臨同業間的高強度競爭與壓力，還有電商平台的雙面夾擊，加上疫情影響下實體門市營運更形艱難。本研究的對象為S公司實體門市的店長與銷售員，從提供服務者的角度探討本身是否具備組織公民行為及對自我與企業的認同感，加上總公司營業管理課的店務管理機制，檢視對提升服務品質有無正面幫助，進而找出影響關係品質的要素。經由彙整回收的問卷資料與研析，並用SPSS與AMOS 分析問卷產出之各項數據，結果顯示「門市人員的組織公民行為、自我認同」與「店務管理」對「服務品質」；還有「服務品質」對「關係品質」皆具有正向的影響，結果顯示前四個研究假說皆獲支持；而「服務品質」在「店務管理」對於「關係品質」之影響過程中具有中介效果，結果顯示中介效果的研究假說獲得部分支持。 With the vigorous development of the Internet and the popularization of smart phones, e-commerce has gradually entered the lives of consumers. In addition to the high-intensity competition and pressure among peers, the physical stores of the telecommunications industry are also under attack from both sides of the e-commerce platform. Coupled with the impact of the epidemic, the operation of physical stores has become even more difficult. The object of this study is the store manager and salesperson of S company's physical store. From the perspective of the service provider, it is explored whether they have organizational citizenship behavior and a sense of identity with themselves and the company. Check whether it is positively helpful to improve the quality of service, and then find out the factors that affect the quality of the relationship. After collecting and analyzing the collected questionnaire data, and using SPSS and AMOS to analyze the various data output from the questionnaire, the results show that "organizational citizenship behavior and self-identity of store personnel" and "store management" have an impact on "service quality"; and "Service quality" has a positive impact on "relationship quality", and the results show that the first four research hypotheses are all supported; and "service quality" has a mediating effect in the process of "store management" on "relationship quality" , the results showed that the research hypothesis of the mediating effect was partially supported.
Appears in Collections:	[Master program of business administration in practicing] thesis

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