Antecedents of Service Employee Customer Orientation

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Project title

Code/計畫編號

NSC102-2410-H019-027-MY2

Translated Name/計畫中文名

服務業員工顧客導向影響因素之探討

Project Coordinator/計畫主持人

Shih-Ping Jeng

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=8106823

Year

2014

Start date/計畫起

01-08-2014

Expected Completion/計畫迄

31-07-2015

Bugetid/研究經費

432千元

ResearchField/研究領域

管理科學

"服務業員工的顧客導向程度，是服務業者維繫顧客關係的重要因素。本計畫擬以海運承攬運送業為例，探討哪些因素會影響服務業員工的顧客導向，以及服務業員工顧客導向對顧客轉換的影響。本計畫為兩年期的研究計畫，整體目標為探討服務業員工顧客導向的前因（工作特性和員工創造力）和效果（減少顧客轉換），對服務業員工之顧客導向做更深入的了解。第一年的研究目標，是探討一線員工工作特性、工作複雜度和員工創造力，對員工顧客導向程度的影響，特別著重在員工創造力的中介效果。第二年的研究目標，是探討服務業員工顧客導向，是否能降低競爭廠商行銷方案（如價格）搶奪顧客的效果。分析顧客導向、行銷方案及公司聲譽等變數的相對重要性及互動關係，是第二年研究的探討重點。本研究透過調查法和聯合分析發放問卷蒐集資料，最後以結構方程模式、聯合分析和迴歸分析檢驗假設和驗證模型。研究結論能補足服務業顧客導向相關理論之不足。海運承攬運送業者或其他依賴一線員工與顧客互動的服務業者，也可據此調整工作內容提高員工顧客導向，和調整資源配置，具有實務貢獻。""Customer orientation reflects service employees’ willingness to meet customer needs. Service employees with higher customer orientation are more successful at maintaining mutually beneficial service relationship with customers. In this tow-year project, we examine the antecedents and outcomes of customer orientation in Taiwan ocean freight forwarder industry. We first examine the influences of job characteristics, job complexity, and the creativity of frontline service employees on employee customer orientation. The proposed research specifically investigates the mediating effect of the employee creativity. We then consider the extent to which customer orientation protects incumbent suppliers from competitors and their marketing programs. We develop a conceptual framework of how customer orientation influences choice of supplier and test the framework empirically in the context of business-to business services (i.e. ocean freight forwarder industry). We examine the relative importance and interaction effects between customer orientation and competitor’s marketing programs. Surveys, conjoint design, the structural models and regression analysis will be conducted to evaluate the effects. The obtained results can greatly expand the understandings on customer orientation in service industries. The results also provide useful references for ocean freight forwarders and other service providers."

Keyword(s)

顧客導向
員工創造力
工作特性
顧客轉換
服務業
customer orientation
employee creativity
job characteristics
customer switching
service

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Antecedents of Service Employee Customer Orientation

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