The Influences of Service Guarantees -- the Perspective of Internal Marketing

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Project title

Code/計畫編號

MOST105-2410-H019-007

Translated Name/計畫中文名

服務保證效果之探討 --內部行銷的觀點

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=11888859

Year

2016

Start date/計畫起

01-08-2016

Expected Completion/計畫迄

31-07-2017

Bugetid/研究經費

550千元

ResearchField/研究領域

管理科學

"服務保證是服務業重要的行銷工具，許多服務業如物流業、航空業和飯店餐飲業，都對顧客提供服務保證。然而過去服務保證的研究，探討的多是服務保證對顧客知覺的影響，少有研究討論服務保證如何影響公司內部員工，進而影響其服務表現。由於服務業員工是服務傳遞者和服務保證的執行者，其知覺和行為是影響其服務表現的重要因素。因此從內部行銷的觀點探討服務保證的效果，具有一定的理論重要性。本計畫以目標設定理論和角色理論為基礎，建立一個服務保證強度(公司提供服務保證承諾的強度)對員工服務表現(員工顧客導向和服務品質)的整合模型，研究的重點在探討員工的內在動機、角色模糊和角色衝突的中介效果。本計畫推論，服務保證強度會提高員工的內在動機，同時減少角色衝突和角色模糊，因此有助於員工的顧客導向和服務品質的提升。本計畫以物流業為實證對象，首先透過訪談了解該產業的服務保證和工作特性，再透過調查法發放問卷，同時蒐集員工和顧客兩方的資料。最後透過結構方程模式檢驗假設和修正模型。本計畫的研究成果有助於從內部行銷的觀點，了解服務保證作為行銷工具的效果，研究結論可補足服務保證相關理論的不足。物流服務及其他的服務業者，也可據此結論調整服務保證以提高員工之服務表現，具有實務上的貢獻。""Service guarantees have received increased attention as a means for service firms to gain a competitive edge in the marketplace. However, existing research has largely ignored the impact of service guarantees on employees’ perceptions, which in turn may influence service performance. The purpose of this project is to investigate how service guarantee strength (the degree to which a firm sets clear service quality standards for itself on dimensions that customers care about) influences service performance (employees’ customer orientation and service quality) from the perspective of internal marketing. Based on goal -setting theory and role theory, the project posits that high service guarantee strength may lead to improved service performance through three mediating variables – intrinsic motivation, role ambiguity and role conflict. Surveys in the logistics industry and structural equation models will be conducted to evaluate the effects. The obtained results can greatly expand the understandings of the mechanisms by which service guarantees influence service performance, and suggest how managers can design their service guarantee to increase service quality. The results also provide useful reference for logistic service providers and other service providers."

Keyword(s)

服務保證
服務業員工
服務表現
內部行銷
物流服務業
service guarantees
employees
service performance
internal marketing
logistic service industry

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The Influences of Service Guarantees -- the Perspective of Internal Marketing

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