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頁籤選單縮合
題名 | The Empirical Study of Identification and Commitment Affecting Customer-oriented Service Behavior in Bank Industry=銀行業組織認同與承諾對顧客導向服務行為影響之實證研究 |
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作者 | 蔡政宏; 林麗平; | 書刊名 | 全球商業經營管理學報 |
卷期 | 2 2010.09[民99.09] |
頁次 | 頁29-44 |
分類號 | 562.29 |
關鍵詞 | 組織認同; 顧客認同; 組織承諾; 顧客導向服務行為; 績效; Organizational identification; Customer identification; Organizational commitment; Customer-oriented service behavior; Performance; |
語文 | 英文(English) |
中文摘要 | 社會認同理論從心理與社會觀點探討群體的行為,而組織行為注意到的問題是個人與組織之間的心理關係如何影響態度與行為。本研究以社會認同理論為基礎進而探討員工認同與行為的重要影響因子,並基於之前關於組織行為、心理、行銷、管理之文獻提出一系列的假設。主要目的為探討不同層次間認同之關係並找出影響顧客導向服務行為之因素。藉由本研究架構將有助於讓組織更有效的了解員工並進而透過認同改善員工在組織中的行為。本研究調查針對具代表性的菲律賓銀行員工全部共發放150份問卷,扣除3份無效問卷,共回收95份有效問卷,有效回收率約為63%。研究結果顯示組織認同顯著影響顧客認同、組織承諾與顧客導向服務行為等因素。顧客導向服務行為與組織承諾則顯著影響績效。此研究結果有助於了解認同、承諾對顧客導向服務行為及組織績效的影響,更有助於藉由員工的行為改善員工與顧客間的互動。 |
英文摘要 | Social Identity Theory is concerned with the psychological and sociological aspects of group behavior. Organizational behavior raises the question of how attitudes and behavior are influenced by psychological relationship between the individual and the organization. This study follows the social identity theory to explore the important impact factors of employees’ identification and behavior. Identification examines the process whereby an individual identity becomes psychologically intertwined with the organization’s identity or helps boost the employee’s self-esteem. This research offers a series of propositions derived from prior research and writings from the field of organizational behavior, psychology, marketing and management. The purpose of the study examines the relationship of identification and defines what affects its customer-oriented service behavior. The constructed framework will be useful for organization to better understand the employees because the research study can improve employee’s behavior toward their organization through identification. A total of 150 questionnaires were disseminated in the bank industry of the Philippines, 98 were collected, and 3 invalid questionnaires were sorted out, resulting to a total of 95 returns with a response rate of 0.63. The study shows that organizational identification will be significant with customer identification, customer-oriented service behavior, and organizational commitment. Customer-oriented service behavior and organizational commitment will also be significant with performance. The data of the bank industry helps understand the relationship between identification and commitment affecting customer-oriented service behavior and the performance of organization. Understanding an employees’ work behavior is important, this can improve the interaction between employees and customers. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。