多層次探討顧客價值共創的驅動因素-以員工正向心理資本,員工服務導向組織公民行為與顧客品牌體驗的觀點

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陳逸禎(Yee-chen, Chen) 查詢紙本館藏

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論文名稱

多層次探討顧客價值共創的驅動因素-以員工正向心理資本,員工服務導向組織公民行為與顧客品牌體驗的觀點
(Identifying the Driving Forces of Customer Value Co-Creation: The Roles of Employee Positive Psychological Capital, Employee Service-Oriented Organizational Citizenship Behavior, and Customer Brand Experience)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 顧客價值共創
★ 員工正向心理資本
★ 員工服務到向組織公民行為
★ 顧客品牌體驗
★ 階層線性模型

關鍵字(英)

★ Customer value co-creation
★ Employee positive psychological capital
★ Employee service-oriented organizational citizenship behavior,
★ Customer brand experience
★ Hierarchical linear modeling

論文目次

Table of Contents
摘要 i
Abstract ii
Acknowledgements iii
List of Figures vi
List of Tables vii
Chapter 1 Introduction 1
Chapter 2 Literature review and hypotheses 7
2.1 Customer value co-creation 7
2.2 Employee service-oriented organizational citizenship behavior 12
2.3 Employee positive psychological capital 15
2.4 Customer brand experience 18
2.5 Employee positive psychological capital and customer value co-creation 20
2.6 Relationship between employee positive psychological capital, employee service-oriented organizational citizenship behavior and customer value co-creation 22
2.7 Relationship between employee service-oriented organizational citizenship behavior, customer brand experience and customer value co-creation 26
Chapter 3 Method 28
3.1 Participants and procedures 28
3.2 Measures 29
3.2.1 Employee positive psychological capital 29
3.2.2 Employee service-oriented organizational citizenship behavior 31
3.2.3 Customer brand experience 33
3.2.4 Customer value co-creation 34
3.2.5 Control variables 37
3.2.6 Common method variance 38
3.2.7 Analysis strategy 39
Chapter 4 Results 40
4.1 Characteristics of the respondents 40
4.2 Correlation analysis 43
4.3 Reliability analysis 44
4.4 Construct validity 46
4.4.1 Convergent validity 46
4.4.2 Discriminant Validity 47
4.5 Data aggregation 48
4.6 Tests of hypotheses 49
4.6.1 Customer value co-creation null model 49
4.6.2 Relationship between employee positive psychological capital and customer value co-creation 50
4.6.3 Relationship between employee positive psychological capital and customer value co-creation, with employee service-oriented organizational citizenship behavior as a mediating variable 51
4.6.4 Relationship between employee service-oriented organizational citizenship behavior and customer value co-creation, with customer brand experience as a moderating variable 54
Chapter 5 Conclusions 59
5.1 Discussions 59
5.2 Research contributions 60
5.3 Managerial implications 62
5.4 Limitations and directions for future research 63
References 65
Appendix A Employee questionnaire 77
Appendix B Customer questionnaire 80

List of Figures
Figure 1. Hypothesized model 5
Figure 2. Employee service-oriented organizational citizenship behavior and customer brand experience interaction line graph 56
Figure 3. Overview illustration of Hypotheses results 58

List of Tables
Table 1. Employee positive psychological capital dimensions and items 30
Table 2. Employee service-oriented organizational citizenship behavior dimensions and items 32
Table 3. Customer brand experience dimensions and items 34
Table 4. Customer value co-creation dimensions and items 36
Table 5. Employee sample demographic characteristics (sample size: 190) 41
Table 6. Customer sample demographic characteristics (sample size: 303) 42
Table 7. Team grouping of valid samples 43
Table 8. Reliability analysis 44
Table 9. Variable descriptive statistic analysis and correlation coefficient 45
Table 10. Convergent validity 47
Table 11. Discriminant validity 48
Table 12. Data aggregation 49
Table 13. Customer value co-creation null model 50
Table 14. Results of hierarchical linear modeling (HLM) 57

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指導教授

李憶萱(Yih-suan, Lee)

審核日期

2014-8-12

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