員工情緒勞務對於顧客服務品質、顧客滿意度及顧客忠誠度之影響探討-以台灣銀行為例

Abstract

台灣近年來，由於民營銀行不斷地拓展業務範圍以及廣建分行，此時官股銀行，如台灣銀行，如何留住並且吸引新的顧客，使顧客願再次光顧接受服務，就成了眼下最重要且嚴苛的挑戰，因此本研究的目的就是想藉由探討員工的情緒勞務(包含真誠待人與虛情假意等兩子構面)、服務品質、顧客滿意度及顧客忠誠度之間的關聯性。 在過去的研究中，許多文獻都提到了服務品質對於顧客滿意度及顧客忠誠度之間具有正向的影響，而本篇研究中加入了組織行為當中的情緒勞務部分，去瞭解顧客的服務品質是否會受到其他因素的影響。而在服務品質部分，則是利用過去學者所提出PZB模式以及所設計的量表問項，再次確認服務品質對於顧客滿意度及顧客忠誠度，與顧客滿意度與顧客忠誠度之間的正向關係是成立的。本篇研究的對象是針對台灣的官股銀行龍頭:台灣銀行的員工以及一個月內接受過台銀服務的顧客，利用便利抽樣問卷蒐集到228樣本，做構面上的驗證。在統計方法上，本篇研究採用結構方程模型(包含測量與結構等兩階段模式)來驗證情緒勞務、服務品質、顧客滿意度及顧客忠誠度之間的關聯性是否顯著。 研究結果主要有下列四點: (1) 由真誠待人以及虛情假意所建構的情緒勞務對於顧客服務品質感知具有正向影響。 (2) 服務品質對於顧客滿意度具有正向影響。 (3) 服務品質對於顧客忠誠度具有正向影響。 (4) 顧客滿意度對於顧客忠誠度具有正向影響。

In recent years , financial industry has been highly competitive in Taiwan, which is due to private banks expanding their business scope and the widespread construction of branches. Therefore,government-owned banks, such as Bank of Taiwan, how to retain and attract new customers, allowing customers to come again, has become the most important and demanding challenges. The purpose of this study is to investigate the relationship among emotional labor (including dimensions of surface acting and deep acting), service quality, customer satisfaction and customer loyalty. previous studies about service quality has proved the positive influence on customer satisfaction and customer loyalty . In this study, we add the construct of emotional labor in organizational behavior field to investigate whether the quality of service is affected by other factors. Speaking of the service quality, the PZB model and the scale can be used to validate how the quality of service affects the customer satisfaction and customer loyalty in this paper again. The object of this study is Taiwan Bank’s employees and customers which received the service of Taiwan bank within one month. Convenience sampling of 228 are used that the structural equation model (including two stages of measurement model and structural model) is used to verify whether the relationship among emotional labor, service quality , customer satisfaction and customer loyalty are significant. The results show that emotional labor (including the dimension of deep acting and surface acting) has a positive significant impact on service quality. In addition, the effect of service quality has a positive significant impact on customer satisfaction and customer loyalty. Lastly, The effect of customer satisfaction has a positive significant impact customer loyalty.