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系統識別號 U0026-0812200915372549
論文名稱(中文) 內部服務品質、員工滿意度、外部服務品質與顧客滿意度之相關性研究―以台南市銀行為例
論文名稱(英文) The Relationship Between Internal Service Quality、Employee Satisfaction、External Service Quality And Customer Satisfaction:An Example of Banks in Tainan City
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 97
學期 2
出版年 98
研究生(中文) 孫麗君
研究生(英文) Li-jun Sun
電子信箱 sunura2003@yahoo.com.tw
學號 R4793108
學位類別 碩士
語文別 中文
論文頁數 99頁
口試委員 指導教授-莊雙喜
口試委員-蔡明田
口試委員-康信鴻
中文關鍵字 顧客滿意度  外部服務品質  內部服務品質  員工工作滿意度 
英文關鍵字 Internal service quality  Employee satisfaction  Customer satisfaction  External service quality 
學科別分類
中文摘要 1980 年代以來,有關服務行銷管理領域之「服務品質」及「關係行銷」理論相繼提出之後,服務人員在服務提供之重要性開始受到重視,使原本分屬企業內部及外部系統,且各自蓬勃發展的「員工滿意度」與「顧 客滿意度」兩大研究領域之聯結性及相關性也開始被注意。學者普遍認為,「員工滿意度」與「顧客滿意度」存在高度正相關,但相關之實證研究卻相當貧乏。
銀行業為金融服務業的ㄧ環,面對競爭環境,銀行業已由過去以利差為主的資金調節角色轉為以服務為主的角色,因此服務品質的高低將直接影響銀行業的競爭力及獲利能力;因此提供服務的員工為影響金融業獲利的重要資產。
本研究以Heskett(1994)等學者提出之「服務利潤鏈」架構為基礎,探討「有滿意的員工,才有滿意的顧客」之概念性架構,選擇台南市地區銀行分支機構員工與顧客為實證對象,共回收有效樣本173筆,利用「典型相關分析」(canonical analysis)來探討各構面間之關聯程度;利用「迴歸分析」(regression analysis)藉以了解「內部服務品質」、「員工工作滿意度」、「外部服務品質」與「顧客滿意度」等各構面因素的影響程度,經實證結果發現:
1.內部服務品質與員工工作滿意度之間有正向且顯著之關係。2.員工工作滿意度與外部服務品質之間有正向且顯著之關係。3.外部服務品質與顧客滿意度之間有正向且顯著之關係。4.員工工作滿意度與顧客滿意度之間有正向且顯著之關係。
英文摘要 “The importance of service providing” has been a big issue in the service management and marketing field since the theories of service quality and relationship marketing were proposed in 1980s. As a result, the researches into the correlation between two mature and well-developed research fields, employee and customer satisfaction, followed it to be popular. Many scholars commonly believe that employee satisfaction and customer satisfaction have a positive relationship even though the related empirical researches are deficient.
The bank is a center stage in the finance services industry. The difference in interest rate between deposit and mortgage was the main resource of revenue in banking industry before. However, the financial service market is quite competitive nowadays. Concerning the difference was shrinking, banks switched their capital regulating positions to be service providers. Therefore bank’s service quality can directly impact its competency and profitability. Furthermore, the actual service providers, employees are treated as important assets and can impact banks’ profitability.
Based on the conceptual “Service Profit Chain” mentioned in the articles by Heskett (1994) and other authors’ literatures, this study made effort to investigate the conceptual framework “ A satisfied customer comes from the satisfied employees”. The employees and customers in the banks in Tainan City were the sampling pools for the purpose of discussing.
This study totally collected 173 usable questionnaires and used two methods to analysis data. The first method “canonical analysis “ was for investigating the relations among dimensions; the second method “regression analysis” was for understanding the influences of dimensions: internal service quality, employee satisfaction, external service quality and customer satisfaction.
The research findings are listed as below:
1.A notable positive relationship between internal service quality and employee satisfaction.2. A notable positive relationship between employee satisfaction and external service quality.3.A notable positive relationship between external service quality and customer satisfaction.4.A notable positive relationship between employee satisfaction and customer satisfaction.
論文目次 第一章 緒論
第一節 研究背景與問題 --------------------------------------------------1
第二節 研究動機 --------------------------------------------------------3
第三節 研究目的 --------------------------------------------------------4
第四節 研究範圍與對象 --------------------------------------------------4
第五節 研究流程 --------------------------------------------------------4
第二章 文獻探討
第一節 服務利潤鏈 ------------------------------------------------------6
第二節 內部服務品質 ---------------------------------------------------13
第三節 員工工作滿意 ---------------------------------------------------17
第四節 人格特質 -------------------------------------------------------21
第五節 外部服務品質 ---------------------------------------------------26
第六節 顧客滿意度 -----------------------------------------------------34
第三章 研究方法
第一節 研究架構 -------------------------------------------------------38
第二節 研究假說 -------------------------------------------------------39
第三節 研究變項及操作性定義 -------------------------------------------41
第四節 資料蒐集及抽樣方法 ---------------------------------------------46
第五節 資料分析方法 ---------------------------------------------------47
第四章 研究分析
第一節 樣本結構分析 ---------------------------------------------------49
第二節 因素分析及信度檢定 ---------------------------------------------58
第三節 主要構面之典型相關分析 -----------------------------------------66
第四節 主要構面之迴歸分析 ---------------------------------------------72
第五節 中介效果之檢驗 -------------------------------------------------78
第五章 研究結論與建議
第一節 研究結論及建議 -------------------------------------------------82
第二節 研究限制及對後續研究之建議 -------------------------------------85
參考文獻----------------------------------------------------------------87
附錄--------------------------------------------------------------------94
表目錄
表2-1-1 服務利潤鏈相關研究彙整 -----------------------------------------9
表2-4-1 人格之意義 ----------------------------------------------------22
表2-4-2 人格理論 ------------------------------------------------------24
表2-5-1 服務品質之意義 ------------------------------------------------27
表2-5-2 PZB服務品質構面及意義 -----------------------------------------31
表2-6-1 顧客滿意度之意義 ----------------------------------------------34
表2-6-2 顧客滿意度之衡量構面 ------------------------------------------36
表3-3-1 內部服務品質之操作性定義與衡量問項 ----------------------------41
表3-3-2 員工工作滿意度之操作性定義與衡量問項 --------------------------43
表3-3-3 人格特質之操作性定義與衡量問項 --------------------------------43
表3-3-4 外部服務品質之操作性定義與衡量問項 ----------------------------44
表3-3-5 顧客滿意度之操作性定義與衡量問項 ------------------------------46
表4-1-1 有效樣本統計 --------------------------------------------------49
表4-1-2 內部服務品質之敘述性統計分析 ----------------------------------50
表4-1-3 員工工作滿意度之敘述性統計分析 --------------------------------51
表4-1-4 人格特質之敘述性統計分析 --------------------------------------52
表4-1-5 外部服務品質之敘述性統計分析 ----------------------------------53
表4-1-6 顧客滿意度之敘述性統計分析 ------------------------------------54
表4-1-7 員工樣本資料分析 ----------------------------------------------55
表4-1-8 顧客樣本資料分析 ----------------------------------------------57
表4-2-1 KMO值評定標準 -------------------------------------------------58
表4-2-2 內部服務品質構面之因素分析 ------------------------------------59
表4-2-3 員工工作滿意度構面之因素分析 ----------------------------------61
表4-2-4 人格特質構面之因素分析 ----------------------------------------62
表4-2-5 外部服務品質構面之因素分析 ------------------------------------63
表4-2-6 顧客滿意度構面之因素分析 --------------------------------------65
表4-3-1 內部服務品質與員工工作滿意度之典型相關係數檢定表 --------------67
表4-3-2 內部服務品質與員工工作滿意度之典型因素負荷量 ------------------67
表4-3-3 員工工作滿意度與外部服務品質之典型相關係數檢定表 --------------68
表4-3-4 員工工作滿意度與外部服務品質之典型因素負荷量 ------------------68
表4-3-5 外部服務品質與顧客滿意度之典型相關係數檢定表 ------------------69
表4-3-6 外部服務品質與顧客滿意度之典型因素負荷量 ----------------------70
表4-3-7 員工工作滿意度與顧客滿意度之典型相關係數檢定表 ----------------71
表4-3-8 員工工作滿意度與顧客滿意度之典型因素負荷量 --------------------71
表4-4-1 內部服務品質與員工工作滿意度之迴歸分析結果 --------------------73
表4-4-2 內部服務品質與員工工作滿意度各構面之迴歸分析 ------------------73
表4-4-3 員工工作滿意度與外部服務品質之迴歸分析結果 --------------------74
表4-4-4 員工工作滿意度與外部服務品質各構面之迴歸分析 ------------------74
表4-4-5 外部服務品質與顧客滿意度之迴歸分析結果 ------------------------75
表4-4-6 外部服務品質與顧客滿意度各構面之迴歸分析 ----------------------76
表4-4-7 員工工作滿意度與顧客滿意度之迴歸分析結果 ----------------------76
表4-4-8 員工工作滿意度與顧客滿意度各構面之迴歸分析 --------------------77
表4-5-1 員工工作滿意度與人格特質之迴歸分析結果 ------------------------79
表4-5-2 員工工作滿意度與人格特質各構面之迴歸分析 ----------------------79
表4-5-3 員工工作滿意度及人格特質對外部服務品質之迴歸分析結果 ----------80
表4-5-4 員工工作滿意度及人格特質對外部服務品質各構面之迴歸分析 --------81
圖目錄
圖1-1-1 服務(關係)行銷金三角 -----------------------------------------1
圖1-5-1 本研究流程圖 ---------------------------------------------------5
圖2-1-1 服務利潤鏈 -----------------------------------------------------7
圖2-1-2 服務利潤鏈(1997) -----------------------------------------------8
圖2-5-1 PZB 服務品質概念模式 ------------------------------------------30
圖3-1-1 研究架構圖 ----------------------------------------------------38
圖4-3-1 內部服務品質與員工工作滿意度之典型相關模型 --------------------67
圖4-3-2 員工工作滿意度與外部服務品質之典型相關模型 --------------------69
圖4-3-3 外部服務品質與顧客滿意度之典型相關模型 ------------------------70
圖4-3-3 員工工作滿意度與顧客滿意度之典型相關模型 ----------------------72
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