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系統識別號 U0026-0102201521590700
論文名稱(中文) 員工服務導向的情境效果:個人與組織適配度及品牌領導的角色
論文名稱(英文) Examining the Contextual Effects of Employee Service Orientation: The Roles of Person-Organization Fit and Brand-based Leadership
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 1
出版年 104
研究生(中文) 李晏君
研究生(英文) Yen-Chun Lee
學號 RA7011180
學位類別 碩士
語文別 英文
論文頁數 73頁
口試委員 指導教授-林豪傑
口試委員-謝惠璟
口試委員-史習安
中文關鍵字 個人與組織適配  內部行銷  品牌領導  服務導向  品牌公民行為  創意服務 
英文關鍵字 Person-organization fit  Internal marketing  Brand-based leadership  Employee service orientation  Brand citizenship behavior  Creative service 
學科別分類
中文摘要 本研究從內部行銷的觀點出發,探討員工服務導向對其創意服務與品牌公民行為的直接影響,同時也檢視個人與組織適配及品牌領導的干擾效果。
根據來自83家企業之98位主管與420位員工的配對資料,層次廻歸分析的結果顯示,員工的服務導向會正向影響其創意服務與品牌公民行為,品牌領導對員工的品牌公民行為也有直接的正向影響,然而,個人與組織適配及品牌領導的干擾效果並不成立。
本研究討論了研究結果對理論與實務的意涵,同時也提出研究限制與未來方向作為後續研究的參考。
英文摘要 The study applies the internal branding perspective to examine the direct and contingent effects of employees’ service orientation on their creative service and brand citizenship behavior. To examine the contingent effects, the roles of person-organization fit (P-O fit) and brand-based leadership are proposed.
Research data were obtained by a dyadic survey approach from 98 supervisors and 420 employees in 83 organizations. The results based on hierarchical regression analyses revealed that employee service orientation indeed positively affects creative service and brand citizenship behavior. The moderating effects of P-O fit and brand-based leadership are not supported although brand-based leadership exerts a positively direct effect on brand citizenship behavior. Research implications, limitations, and suggestion for future research are provided.
論文目次 ABSTRACT I
摘要 II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Contributions 4
1.3 Research Procedure and Structure 7
CHAPTER TWO LITERATURE REVIEW 10
2.1 Theoretical Background 10
2.1.1 Internal Branding 10
2.1.2 Person-Organization Fit (PO Fit) 13
2.1.3 Contextual Effect of Leadership 15
2.2 Definition of Relevant Research Variables 16
2.2.1 Employee Service Orientation 17
2.2.2 PO Fit: Brand Personality vs. Personal Personality Fit 18
2.2.3 Brand-Based Leadership 20
2.2.4 Creative Service 21
2.2.5 Brand Citizenship Behavior 23
2.3 Development of Research Hypothesis 24
2.3.1 Service Orientation as a Predictor of Employees’ Creative Service and Brand Citizenship Behavior 24
2.3.2 The Moderating Role of Brand Personality vs. Personal Personality Fit (P-O Fit) 25
2.3.3 The Moderating Role of Brand-Based Leadership 28
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 30
3.1 Conceptual Model 30
3.2 Summary of Hypothesis 31
3.3 Sampling Plan and Data Collection 31
3.4 Construct Measurement and Definition of Variables 32
3.4.1 Employee Service Orientation 32
3.4.2 (PO Fit) Brand Personality vs. Personal Personality Fit 32
3.4.3 Brand-Based Leadership 33
3.4.4 Creative Service 33
3.4.5 Brand Citizenship Behavior 34
3.4.6 Control Variables 35
3.5 Statistical Analysis 35
3.5.1 Descriptive Statistics 35
3.5.2 Reliability Test (Cronbach’s Alpha) 35
3.5.3 Pearson Correlation Analysis 35
3.5.4 Confirmatory Factor Analysis (CFA) 36
3.5.5 Hierarchical Multiple Regression 37
3.5.6 Common Method Variance 37
CHAPTER FOUR RESEARCH RESULTS 39
4.1 Descriptive Data Analysis 39
4.1.1. Characteristics of the Respondents 39
4.1.2. Descriptive Analysis of Questionnaire Items 41
4.2 Confirmatory Factor Analysis (CFA) 44
4.3 Reliability and Validity Test 47
4.4 Pearson Correlation Analysis 49
4.5 Hierarchical Multiple Regression 51
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 55
5.1 Discussions of Hypotheses 55
5.2 Research Implications 57
5.3 Limitations and Suggestions for Future Research 59
REFERENCES 61
APPENDICES 69
Appendix 1: The Results of CFA for Overall Model 69
Appendix 2: Questionnaire for Supervisor (Chinese) 70
Appendix 3: Questionnaire for Employee (Chinese) 72
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