||An Empirical Study of Service Climate: Antecedents, Consequences, and Moderators
||Department of Business Administration
customer perceived service quality
service-oriented organizational citizenship beha
customer satisfaction and customer loyalty
Customer satisfaction and customer loyalty are significant indicators of business success, and many studies have aimed to find how to improve these features. Most of these studies have focused only on perceived service quality from the customer perspective, and paid little attention to the influences of service climate. This study is to extend the theory on service climate and develops a comprehensive model for simultaneously integrating antecedents, consequences, and moderators of service climate from the perspectives of employees and customers.
Employees and customers of service organizations are surveyed simultaneously with different questionnaires. Structural equation modeling analysis was used to analyze the causal relationship and moderating effect of the various study constructs. Data from a sam-ple of 181 service work units (94 bank branches and 87 insurance companies’ subunits) provide at least moderate support for the research model hypotheses. The findings demon-strated that autonomy positively influences service-oriented organizational citizenship be-havior (SOCB) via service climate. Autonomy also positively impacts service climate, and thus further influences customer perceived service quality. Unlike most of previous service climate related studies that omitted the important variable of SOCB, this study simultane-ously verified the significant and positive effect of SOCB based on the perspective of ser-vice provider customers and employees. Additionally, the more magnitude of the influence of service climate and SOCB on customer perceived service quality in high routine service cases than in low routine service ones is confirmed. The above research findings have en-hanced our understanding of the influences of service climate and SOCB on customer per-ceived service quality.
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Theoretical Foundation 4
1.3 Research Objectives 6
1.4 Research Flow 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 Service Organization and Service Climate 9
2.1.1 Service and service industry 9
2.1.2 Service climate 11
2.2 Antecedents of Service Climate-- Autonomy 22
2.3 Consequences of Service Climate 24
2.3.1 Service-oriented organizational citizenship behavior 26
2.3.2 Customer perceived service quality 29
2.3.3 Customer satisfaction and customer loyalty 29
2.4 Hypotheses Development 30
2.4.1 Autonomy and service climate 30
2.4.2 Service climate and SOCB 32
2.4.3 Service climate and customer perceived service quality 34
2.4.4 SOCB and customer perceived service quality, customer satisfaction and customer loyalty 35
2.4.5 Customer perceived service quality, customer satisfaction and customer loyalty 37
2.5 Moderating Roles of Service Routine Level 40
2.5.1 Moderating effect of service routine level on SOCB 41
2.5.2 Moderating effect of service routine level on customer perceived service quality 42
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 45
3.1 Research Framework 45
3.2 Study Design and Data Collection Method 47
3.2.1 Sampling plan 47
3.2.2 Questionnaire design 48
3.3 Data Analysis Method 52
3.3.1 Test of causal relationships 52
3.3.2 Test of moderation 53
3.4 Pre-testing the Questionnaires 53
3.5 Response Rate 54
3.5 Aggregation Statistics 57
CHAPTER FOUR DATA ANALYSIS AND RESULTS 60
4.1 Characteristics of the Sample 60
4.2 Confirmatory Factor Analysis of the Research Constructs 66
4.3 Hypotheses Testing 76
4.3.1 Tests of comprehensive research model 77
4.3.2 Tests of moderation 80
4.4 Summary of Results 87
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 91
5.1 Conclusions 91
5.2 Discussion Overview 92
5.2.1 SOCB 93
5.2.2 Service routine level 95
5.2.3 Causal relationships in the comprehensive model 96
5.3 Managerial Implications 97
5.4 Research Limitations and Future Works 101
APPENDIX Ⅰ SURVEY QUESTIONNAIRE FOR EMPLOYEE 115
APPENDIX Ⅱ SURVEY QUESTIONNAIRE FOR CUSTOMER 118
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