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論文名稱(中文) 服務業人員流動率、顧客關係品質與顧客忠誠度之關聯性探討--知識流失的干擾效果
論文名稱(英文) The relationship among turn over rate, customer relationship quality, and customer loyalty in service industry –The modeating effect of Knowledge loss
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 100
學期 2
出版年 101
研究生(中文) 郭慧娟
研究生(英文) Hui-Chuan Kuo
學號 r07991231
學位類別 碩士
語文別 中文
論文頁數 90頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 服務人員流動率  知識外化  知識內化  顧客關係品質  顧客忠誠度 
英文關鍵字 The relationship among turn over rate  Knowledge loss  Customer relationship quality  Customer loyality 
學科別分類
中文摘要 論文摘要內容:
顧客關係品質近年來很多研究開始注意,探討顧客關係品質層面過去的研究比較著重在顧客滿意度、顧客忠誠度上。較少研究針對服務人員流動率、知識流失去思考。顧客關係品質過程裡服務人員是第一線的員工,某種程度上對顧客關係品質上會有潛在的影響。此外服務人員與顧客關係互動,會隨著服務人員的流失,知識就會隨著他們離開而流失。本研究的目的主要就前述去探討對顧客關係品質的影響,進一步探討忠誠度最終的影響效果。
因此如何與顧客維持良好關係並提昇顧客忠誠度,成為企業經營成敗關鍵因素。若能有效提昇顧客對服務業的忠誠,當該服務人員離職時,將能減少伴隨服務人員離職所造成的顧客流失,進而減輕對服務業的損失,因此最終顧客的忠誠度傾向是值得探討的。
本研究以服務業的服務人員之顧客為對象,研究服務人員流動率、服務知識流失、顧客關係品質、及顧客忠誠度等構面相互之影響,並利用AMOS 統計軟體加以驗證分析。

研究發現:
一、「服務人員流動率」對「服務知識外化過程的知識流失」有正向顯著影
響。
二、「服務人員流動率」對「服務知識內化過程的知識流失」有正向顯著影
響。
三、「服務人員流動率」對「顧客關係品質」有負向顯著影響。
四、「服務知識外化過程的知識流失」對「顧客關係品質」有負向顯著影
響。
五、「服務知識內化過程的知識流失」對「顧客關係品質」有負向顯著影
響。
六、「服務知識外化過程的知識流失」對「服務人員流動率」與「顧客關係
品質」的關係有顯著干擾的效果。
七、「服務知識內化過程的知識流失」對「服務人員流動率」與「顧客關係品
質」的關係有顯著干擾的效果。
八、「顧客關係品質」對「顧客忠誠度」有正向顯著影響。

本研究主要在瞭解服務人員流動率與服務知識流失、顧客關係品質、顧客忠誠度間的前因變數及結果變項及因果模式。
英文摘要 Abstract
In recent years, there have been many researches about “Customers Relationship Quality”. Most of them were concerned about customers Relationship Quality satisfaction and customer loyalty instead of taking care of “The relationship among turn over rate” and “Knowledge loss”.
Customer service personnel, in a certain extent, have their potential influence on customer relationship quality because they always stand on the first line to face customers. In addition, a good relation quality with customers will flow away along with the brain-drain and the professional knowledge as well. The purpose of this research is to discuss the influence of customer relationship quality according to forecited contention; and further, the effect of loyalty influence will be discussed then.
In service industry, service quality is as a mirror of customers’ evaluation. The running of the relationship with customers is the major wealth for a business. For this reason, how to keep a friendly relation to raise customers’ loyalty is a key point of success or failure. If a business can effectively increase the loyalty of customers, the lost of customers which caused by employees’ leaving can be reduced.
In this study, customers are the main object to discuss with the influence on mutual relations with “The relationship among turn over rate”, “Knowledge loss”,“Customer relationship quality”, and “Customer loyalty”; furthermore, “SPSS Amos” is applied to verify this research.

Results:
I. “The relationship among turn over rate” has its
positive influence to “Knowledge Lost of Explicit
Knowledge”.
II. “The relationship among turn over rate” has its
positive influence to “Knowledge Lost of Tacit
Knowledge”.
III.“The relationship among turn over rate” has its
negative influence to “Customer relationship quality”.
IV. “Knowledge Lost of Explicit Knowledge” has its negative
influence to “Customer relationship quality”.
V. “Knowledge Lost of Tacit Knowledge” has its negative
influence to “Customer relationship quality”.
VI. “Knowledge Lost of Explicit Knowledge” has obvious
interruption to “The relationship among turn over
rate” and “Customer relationship quality”.
VII.“Knowledge Lost of Tacit Knowledge” has obvious
interruption to “The relationship among turn over
rate” and “Customer relationship quality”.
VIII.“Customer relationship quality” has its positive
influence to “Customer loyalty”.

This research is to realize that predictor variable, outcome variable, and “cause and effect of “The relationship among turn over rate”, “Knowledge loss”,“Customer relationship quality”, and “Customer loyalty”.
論文目次 目錄
中文摘要 ...................................................I
英文摘要 .............................................. ..III
誌謝 ................................................... . V
目錄 .................................................... VI
表目錄 ..................................... ...........VIII
圖目錄 .......... ...................................... . X
第一章 緒論.................................................1
1.1 研究動機、背景與目的...................................1
1.2 研究流程、範圍與對象...................................6
1.3 論文結構..............................................9
第二章 文獻回顧與假說發展....................................10
2.1 顧客關係品質的探討....................................10
2.1.1顧客關係品質的定義...............................10
2.1.2顧客關係品質的組成構面........... ...............12
2.1.3顧客關係品質的模式................ ..............15
2.1.4影響顧客關係品質的因素...........................16
2.2 服務人員流失、知識內外化的探討.........................18
2.2.1 服務人員流失、知識內外化的定義...................18
2.2.2 服務人員流失、知識內化外化的相關研究..............20
2.3 顧客忠誠度...........................................22
2.3.1 顧客忠誠度.....................................22
2.3.2 顧客忠誠度衡量構面... ..........................25
2.4 各別構面關連性探討....... ............................26
第三章 研究方法............................................31
3.1 研究架構與研究假設....................................31
3.2 研究變數的操作定義與衡量方法...........................33
3.3 研究對象與資料收集方法................................39
3.4 問卷設計.............................................40
3.5 資料分析方法.........................................41
第四章 資料分析............................................45
4.1 敘述性統計分析.......................................45
4.2 因素分析及信效度分析..................................47
4.3 各研究構面關聯性探討..................................56
4.4 整體模式的驗證.......................................65
第五章 研究結論與建議.......................................70
5.1 研究結論.............................................70
5.2 實務貢獻.............................................75
5.3 研究限制.............................................77
5.4 後續研究之建議.........................................78
參考文獻...................................................79
問卷附錄...................................................85


表 目錄
表 2.1 關係品質的組成構面.............. .............. .....12
表 2.2 顧客忠誠定義之彙整....... ...... ....................24
表 3.1 服務人員流動率衡量問項................................34
表 3.2 知識流失(外化)衡量問項.............................. 35
表 3.3 知識流失(內化)衡量問項..................... .........36
表 3.4 顧客關係品質衡量問項....................... .........37
表 3.5 顧客忠誠度衡量問.....................................38
表 3.6 可信度高低的參考值........................... .......42
表 3.7 KMO值得參考標準. ...................................43
表 4.1 問卷回收情形................ .......................45
表 4.2 樣本基本資料... ............................ .......46
表 4.3 服務人員流動率構面因素分析表.. .......................47
表 4.4 服務人員流動率因素負荷量與分項對總項相關係數值...........48
表 4.5 服務知識流失(外化)構面因素分析表.. ........... ........49
表 4.6 服務知識流失(外化)因素負荷量與分項對總項相關係數值.......50
表 4.7 服務知識流失(內化)構面因素分析表.. ....................51
表 4.8 服務知識流失(內化)因素負荷量與分項對總項相關係數值.......52
表 4.9 顧客關係品質構面因素分析表.... ..... ...... ..........53
表 4.10 顧客關係品質因素負荷量與分項對總項相關係...............54
表 4.11 顧客忠誠度構面因素分析表.............................54
表 4.12 顧客忠誠度因素負荷量與分項對總項相關係數值.............55
表 4.13 服務人員流動率與服務知識外化過程的知識流失之影響........57
表 4.14 服務人員流動率與服務知識內化過程的知識流失之影響........58
表 4.15 服務人員流動率與顧客關係品質之影響....................59
表 4.16 服務知識外化過程的知識流失與顧客關係品質之影響. ........60
表 4.17 服務知識內化過程的知識流失與顧客關係品質之影響. ........61
表 4.18 顧客關係品質與顧客忠誠度之影響... ....................62
表 4.19 服務知識外化/內化過程的知識流失與顧客關係品質之干擾效果..63表 4.20 結構方程模式評鑑結果................................65
表 4.21 SEM模式係數估計值...................................66
表 4.22 結構方程模式假設路徑之關係與檢定結果..................68
表 5.1 本研究假設實證結果之彙整..............................71


圖 目錄
圖 1.1 研究流程圖.................................. ....... 7
圖 2.1 關係品質模式........................................15
圖 3.1 研究架構 ...........................................31
圖 4.1 SEM分析結果.........................................68
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