探討全通路第一線業務人員的互動與顧客體驗對顧客滿意度之關係-以金融業為例;Exploring the related of Omnichannel frontliner interaction with customer experience on customer satisfaction in financial service industry

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Title:	探討全通路第一線業務人員的互動與顧客體驗對顧客滿意度之關係-以金融業為例;Exploring the related of Omnichannel frontliner interaction with customer experience on customer satisfaction in financial service industry
Authors:	楊秉樺;Yang, Ping-Hua
Contributors:	資訊管理學系
Keywords:	全通路;第一線人員互動;顧客體驗;個人主義;金融服務業;第一線人員互動;Omnichannel;Frontliner interaction;Customer experience;Individualism;Finical service industry
Date:	2019-06-28
Issue Date:	2019-09-03 15:39:07 (UTC+8)
Publisher:	國立中央大學
Abstract:	現今科技的進步，顧客能享受服務的通路越來越多，資訊與服務在各通路之間的轉換也日漸流暢，進而產生了全通路的消費環境。全通路促使第一線人員可以透過不同的方式、通路來與顧客做互動。本研究所提出一個新的模型來討論全通路的環境之下，金融服務業第一線人員的個人化、關係、授權、發展互動是否真的對於顧客的認知、情感、行為、社交體驗之間有正向的關係，最後也有探討四項顧客體驗對顧客滿意度的關係。本研究利用實體問卷蒐集了367組有效問卷，並透過結構方程式與多群組分析來進行模型假說的驗證。研究結果我們發現各項互動與顧客體驗之間都有正向的關係，這樣的結果表示，第一線人員要盡可能的利用全通路的特性，掌握各通路來為顧客做即時無縫的服務，進而提升顧客的滿意度。 ;Nowadays, as technology tools and their capabilities continue to expand and evolve, more and more channels are available for customers to enjoy services. The information and services between channels have become increasingly smooth, become an Omnichannel environment. The Omnichannel enables frontliner to interact with customers through different ways and channels. Our research proposes a new model to explore the related between muti frontline interactions (individuated, relational, empowered, and developmental) and customer experience (cognitive, affective, behavioral, social). Finally, we also discussed the related between customer experiences and customer satisfaction. To examine our hypothesis, we use entity questionnaire to collected 367 valid dyads sample and verified by Structural Equation Modeling and multi-group analysis. The results of the study show that there is a positive relationship between the interactions and customer experience. This result indicates that the frontliner should try to use all channel to provide instant and seamless service for customers to improve customer satisfaction.
Appears in Collections:	[Graduate Institute of Information Management] Electronic Thesis & Dissertation

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