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標題: | 服務人員指導對顧客自我調整動機與行為之影響 The Influence of Service Providers’ Instructions on Customers’ Self-Regulation Motives and Behaviors |
作者: | 李珮瑄 Pei-Hsuan Li |
指導教授: | 林俊昇 Jiun-Sheng Chris Lin |
關鍵字: | 服務計畫,關照式指導,追求進步,避免負面後果,配合意願,行為投入, Service Program,Facilitative Instruction,Pursuit of Progress,Negative Consequences Avoidance,Compliance Intention,Behavioral Engagement, |
出版年 : | 2022 |
學位: | 碩士 |
摘要: | 隨著消費者知識水平與經濟能力提升,越來越多顧客選擇投入各類型服務計畫,期望藉由專業服務人員的協助,達成充實自我及/或改善個人福祉的目標。而服務計畫的成功,除了有賴服務人員的指引,更需要顧客的配合,唯有服務人員提供適切的指導方式,加上顧客願意配合專業建議執行服務計畫,才能達成理想的服務結果。然而,過去研究卻鮮少針對服務人員指導方式,及其對顧客動機與配合意願的影響進行探討。為填補此重要研究缺口,本研究旨在建立一實證模型,從顧客感知服務人員指導方式的角度出發,討論服務人員如何透過關照式指導,影響顧客自我調整動機,進而影響顧客對於服務指引的配合意願與行為投入。
本研究以有參與服務計畫經驗、並對於該次服務仍有印象之顧客為調查對象,透過SurveyCake 網站進行問卷調查,以簡單隨機抽樣法回收有效問卷共 484 份,並藉由結構方程式(Structural Equation Modeling)的統計方法進行模型分析與假說驗證。研究結果發現,服務人員關照式的指導方式,會正向影響顧客自我調整動機(包含追求進步、避免負面後果),進而提升顧客的配合意願,促進顧客對服務計畫的行為投入。本研究同時針對此研究結果進行學術與管理意涵方面的討論,並提供建議與未來研究發展方向。 Modern society has seen the trend of consumers joining various service programs where they seek to enhance personal competence and/or well-beings with the assistance of professional service providers. The success of such service programs relies heavily on both service providers’ instruction and customers’ compliance efforts. However, there has been little research exploring service providers’ instructions and its influences on customer perceptions and compliance intention. To address the research gap, this study aims to propose and empirically test a model that investigates how service providers’ facilitative instruction influences customers’ self regulation motive, which enhances customers’ compliance intention and behavioral engagement. Survey data was collected from 484 respondents who have participated in the service program and remembered the experience. The data was examined through structural equation modeling (SEM). Results indicated that service providers’ facilitative instructions have a positive influence on customers’ self-regulation motives (including pursuit of progress and negative consequences avoidance), which in turn affects customers’ compliance intention and behavioral engagement with the service program. Implications, limitations and further research directions are then discussed. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/87071 |
DOI: | 10.6342/NTU202300348 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業學系 |
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ntu-111-1.pdf 目前未授權公開取用 | 1.84 MB | Adobe PDF |
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