| 摘要: | 本研究試圖回答：「旅館業的服務型領導如何透過關鍵中介角色來刺激顧客價值共創之行為？」本研究整合了過去文獻，建立一個系統性的方式整合組織、員工及顧客三個層次，探討服務型領導透過員工的正向心理資本與服務導向組織公民行為之關鍵中介角色來刺激顧客價值共創。本研究採用階層線性模型進行跨層次分析，以台灣 30 家旅館作為研究對象，問卷共發放650份，有效問卷共493份（員工問卷190 份；顧客問卷 303 份；有效問卷回收率為75.85%）。
由於在不同觀點下，員工的正向心理資本與服務導向組織公民行為所放置的層次將會有所不同，因此本研究將分為兩個部分進行探討，第一部分為探討個別員工之正向心理資本在組織層次之服務型領導與個別員工之服務導向組織公民行為是否具有中介效果；第二部分為探討整體員工之服務導向組織公民行為在整體員工之正向心理資本與個別顧客之價值共創是否具有中介效果。研究結果顯示個別員工之正向心理資本在組織層次之服務型領導與個別員工之服務導向組織公民行為具有中介效果；另一方面，整體員工之服務導向組織公民行為在整體員工之正向心理資本與個別顧客之價值共創具有中介效果。
本研究貢獻分為四個部分，第一，本研究整合組織、員工及顧客三個層次，主張服務組織可以透過系統性方式有效刺激顧客價值共創；第二，本研究將顧客價值共創從過去的虛擬環境及新產品開發轉移到旅館業，並且證實整體員工之服務導向組織公民行為是影響整體員工之正向心理資本與個別顧客之價值共創之關鍵中介角色；第三，在組織層次之服務型領導與個別員工行為之關係中，提出以個別員工之正向心理資本作為新的中介角色，並且顯示服務型領導對員工心理因素的重要性，同時貢獻了領導理論中不同領導風格對員工正向心理資本的發展；第四，採用階層線性模型進行跨層次分析，以精確衡量組織、員工與顧客之間的關係，此方法論對顧客價值共創研究具有創新性與貢獻性。;This study attempts to investigate how servant leadership stimulates customer value co-creation behavior via key mediators within the hotel industry. By integrating past literatures, we developed a systematic three-level framework which includes the organizational, employee and customer levels, in order to extensively explore how servant leadership stimulates customer value co-creation through the key mediating roles of positive psychological capitals and service-oriented organizational citizenship behavior. The present study employs hierarchical liner modeling to assess the hypotheses. In total, 650 surveys were distributed, and a total of 493 valid samples were retrieved from 30 hotels in Taiwan (employee sample size: 190; customer sample size: 303; a valid response rate of 75.85%).
Investigating from different perspectives will result in placing positive psychological capitals and service-oriented organizational citizenship behavior on different levels, therefore, we divide our research into two parts. First, we examine the mediating effect of individual employee positive psychological capitals in the relationship between organizational-level servant leadership and in the individual employee service-oriented organizational citizenship behavior. Second, we examine the mediating effect of unit employee service-oriented organizational citizenship behaviors in the relationship between unit employee positive psychological capitals and individual customer value co-creation. The results showed to support the hypotheses.
This study contributes to research in four aspects. First, we integrated the organizations, employees and customers into a three-level framework, and we propose that service organizations can stimulate customer value co-creation through a systematic framework. Second, we shifted research on customer value co-creation from the virtual environment and new product development to the hotel industry, and proved that unit employee service-oriented organizational citizenship behavior s plays a key role in mediating the unit employee positive psychological capital and individual customer value co-creation. Third, we proved that individual employee positive psychological capitals is a newly found key mediator in the relationship between organizational-level servant leaderships and individual employee behavior, and manifested the importance of servant leadership on employee psychological factors. Furthermore, we contribute to leadership literature in terms that different leadership styles will lead to different developments of employee psychological capital. Fourth, we employed hierarchical liner modeling to analyze the hypotheses through a cross-level approach. Hierarchical liner modeling analyzed the cross-level relationships between the organizational, employee, and customer level effectively and accurately. This methodology contributes and advances the field of customer value co-creation. |
