員工服務行為對融洽關係之影響

Abstract

員工與顧客間之融洽關係在服務業中相當重要，亦是顧客關係管理重要的議題之一，但過去在顧客關係管理的研究領域中，甚少著墨於員工與顧客間融洽關係的實證探討。因此，本研究的主要目的是發展出一個融洽關係建立模型，以了解員工如何利用服務行為來建立融洽關係。本篇依據過去的文獻探討提出，員工與顧客間融洽關係的前置因子−員工服務行為包含三大因素：員工的親切有禮行為、員工的資訊分享行為、員工的連結行為；並認為員工與顧客建立融洽關係會使顧客具有：顧客滿意度與顧客再購意圖。研究結果發現，員工的親切有禮行為、員工的資訊分享行為與員工的連結行為等三項前置因子皆對融洽關係具有顯著的影響，而當員工與顧客之間存在融洽關係時，則會使得顧客有較高的滿意度與再購意願。

The rapport between employees and customers represents a particularly salient issue in many service industries. Past empirical evidence has indicated that the rapport between service employees and customers can influence service outcomes However, there has been little research exploring the antecedents and consequences of such rapport in service interactions. In this study, we develop and test a model which illustrates how the rapport builds up between employee and customer. Based on past research, we propose that antecedents of rapport include employee courteous behavior, employee information sharing and employee connecting behavior, while the consequences include customer satisfaction and repurchase intention. Results showed that all the antecedents of rapport have positive effects on employee-customer rapport, which in turn enhances customer satisfaction and repurchase intention. Implications and directions for future research are then discussed.