|Abstract: ||本研究欲探討觀光產業之員工正向心理資本、員工服務導向組織公民行為及顧客 品牌體驗對顧客價值共創之影響。本研究以台灣 30 間旅館業作為研究對象,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%)。本研究採用階層線性模型之跨層次分析進行假設驗證。研究結果顯示員 工正向心理資本對顧客價值共創無顯著影響(H1);員工服務導向組織公民行為在員工 正向心理資本與顧客價值共創之關係中具有中介效果(H2);顧客品牌體驗在員工服務 導向組織公民行為與顧客價值共創之關係中具有調節效果(H3)。本研究之貢獻分為四 個部分,第一,以員工角色探討顧客價值共創之驅動因素;第二,員工服務導向組織 公民行為在員工正向心理資本與顧客價值共創之關係中扮演關鍵中介角色;第三,顧 客品牌體驗在員工服務導向組織公民行為與顧客價值共創之關係中扮演重要調節角色; 第四,採用階層線性模型進行跨層次分析,精確衡量顧客價值共創與其他變數之間的 關係,此方法論對顧客價值共創領域具有貢獻。|
;The present study seeks to identify the driving forces of customer value co-creation through the roles of employee positive psychological capital, employee service-oriented organizational citizenship behavior, and customer brand experience within the tourism industry, specifically in the case of the hotel industry. 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%). Hierarchical linear modeling (HLM) was employed to extensively and accurately examine customer value co-creation from a cross-level approach. The results show that employee positive psychological capital is not significantly related to customer value co-creation (H1), employee positive psychological capital affects customer value co-creation indirectly through the mediating effect of employee service-oriented organizational citizenship behavior (H2), and the relationship between employee service-oriented organizational citizenship behavior and customer value co-creation was positively moderated by customer brand experience (H3). The present study contributes to the field of research in four aspects. First, this study investigated customer value co-creation driving forces through the role of the employee, which consequently, advanced the field of customer value co-creation. Second, it identified employee service-oriented organizational citizenship behavior as a key mediating mechanism that links the indirect relationship between employee positive psychological capital and customer value co-creation. Third, it identified customer brand experience as a key moderating mechanism on the relationship between employee service-oriented organizational citizenship behavior and customer value co-creation. Fourth, regarding methodology, few studies investigated value co-creation through a cross-level approach. The present study employed hierarchical linear modeling (HLM) to extensively and accurately examine customer value co-creation and its cross-level relationships, thus, providing greater research value compared to single-level analysis.