轉換型領導對服務行為、服務品質與銷售業績的影響—以服務氣候為中介變項

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蔡卓宇(Tsou-Yu Tsai) 查詢紙本館藏

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人力資源管理研究所

論文名稱

轉換型領導對服務行為、服務品質與銷售業績的影響—以服務氣候為中介變項
(the relationships between the transformational leadership, service climate, service behavior, service quality and sales performance)

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摘要(中)

近年來，零售業的競爭比起過去更加的劇烈，除了國內外公司品牌林立，消費者對於本身的消費經驗有更高的期許(Seller,1990)。因此公司在追求銷售業績下，員工的服務行為與店內的服務品質實為影響顧客感受之因素，當顧客對員工所展現的服務有正面的感受時，組織相對才可以從顧客身上得到較高的利益。（Deshpande & Farley & Webster, 1993）。
轉換型領導者將會影響員工的服務表現(Mason, Mayer, & Ezell, 1984)，服務氣候則會影響組織與組織成員對服務顧客的知覺(Borucki and Burke, 1999)，因此本研究欲探討轉換型領導、服務氣候對服務行為、服務品質與銷售業績的影響，以國內四大連鎖超商之一為研究對象，有效樣本為242份，門市樣本為116份。其研究結果如下：
1. 轉換型領導與服務氣候有助於提升員工展現服務行為的意願。
2. 服務氣候在轉換型領導與服務行為間具完全中介效果。
3. 服務品質對銷售業績具有預測效果。
4. 轉換型領導對服務品質與銷售業績未達顯著影響。
5. 服務氣候對服務品質與銷售業績未達顯著影響
關鍵字：轉換型領導、服務行為、服務品質、銷售業績、服務氣候

摘要(英)

Recently, the competition in the retail industry is more and more intense than before. Both service behavior and quality of the store are the crucial factors influencing customers’ satisfaction and perception. When positive perceptions of customers are derived from the service, the company will obtain more benefits from them.
The performance of employees will be affected by Transformational leadership (Mason, Mayer, & Ezell, 1984). Organization and organizational members’ perception of customer of service are also affected by service climate (Borucki and Burke, 1999). For this reason, this study will examine the relationships between the transformational leadership, service climate, service behavior, service quality and sales performance. The object of this study is one of the conventional stores in Taiwan. There are 242 valid samples in the survey of employee level, and 116 valid samples in the survey of the store level. The result are as following.
1.Transformational leadership and service climate will enhance the employees’ service behavior.
2.Service climate will be a mediating factor between transformational leadership and service behavior.
3.Service quality will predict more sales performance.
4.transformational leadership can not predict service quality and sales performance significantly.
5. service behavior can not predict service quality and sales performance significantly.

關鍵字(中)

★ 轉換型領導
★ 服務行為
★ 服務品質
★ 銷售業績
★ 服務氣候

關鍵字(英)

★ Service climate
★ Transformational leadership
★ Service behavior
★ Service quality
★ Sales performance

論文目次

第一章緒論 1
第一節、研究動機 1
第二節、研究目的 3
第二章、文獻探討 4
第一節、便利商店 4
第二節、服務行為 8
第三節、服務品質 12
第四節、轉換型領導 14
第五節、服務氣候 21
第三章、研究方法 29
第一節、研究架構 29
第二節研究方法 30
第三節、分析方法 34
第四章研究結果 35
第一節、描述性統計分析 35
第二節、信度分析 37
第三節、相關分析 39
第四節、多元迴歸 43
第五章結論與建議 51
第一節研究發現和討論 51
第二節、管理意涵 56
第三節、研究限制 57
第四節、後續研究 57
參考文獻 59

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指導教授

劉念琪(Nien-Chi Liu)

審核日期

2009-7-7

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