服務人員的顧客情感承諾:群體層面

服務人員的顧客情感承諾:群體層面 - 2014 8...

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七卷二期, 51-79 DOI 10.3966/199687602014080702002 組織與管理, 2014 8 服務人員的顧客情感承諾:群體層面 加上個人層面自我概念的調節作用 韓明娟 1 黃品全 2 摘 要 本研究從對顧客、群體及個人等三個面向的動機心態,探討群體層面自我 概念對顧客情感承諾與行為表現(利他組織公民行為、顧客服務)間之關係的 調節作用,更進一步探討個人層面、群體層面自我概念與顧客承諾之間的三維 交互作用,以檢視個人層面自我概念對以上群體層面自我概念調節作用的影 響。從 284 位旅館服務人員之有效樣本中發現,群體層面自我概念能強化顧客 情感承諾對利他組織公民行為、顧客服務之正向作用。此外,個人層面自我概 念又能更進一步影響上述群體層面自我概念的調節效果。個人層面自我概念的 調節分析發現,相較於低個人層面自我概念,在高個人層面自我概念的條件 下,群體層面自我概念增強顧客情感承諾與利他組織公民行為間之正向關係的 調節作用將較為明顯。研究結果不僅顯示在顧客承諾研究中以自我概念解釋顧 客承諾的適用性,也提供了進一步的管理及實務意涵。 1 韓明娟,國立臺灣科技大學企業管理系博士生(通訊作者) 2 黃品全,世新大學觀光學系副教授 投稿日期: 2012.08.10 ;審查決議日期: 2012.10.01 ;接受日期: 2013.07.09 本文係由戚樹誠擔任主審
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52 組織與管理, 2014 8 關鍵詞: 個人層面自我概念、群體層面自我概念、顧客情感承諾
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韓明娟、黃品全 服務人員的顧客情感承諾:群體層面加上個人層面自我概念的調節作用 53 Service Employees’ Commitment to Customers: The Moderating Effects of Collective Coupled with Individual Level of Self-Concept Ming-Chuan Han 1 Pin-Chyuan Hwang 2 Abstract Based on the motivational mindsets relating to customer and collective/individual self-concept, this study examined the intersection of employees’ self-concept with their affective commitment to customers. We elucidated the moderating effects of collective self-concept on affective commitment and the three-way interaction coupled with individual self-concept. Results obtained from the sample of 284 employees at hotels showed that collective self-concept had additive moderating effects on the positive relationships between commitment and customer service as well as altruism to colleagues. In addition, the results also showed that the individual self-concept could determine the moderating role of collective self-concept. Specifically, with the increase of individual level self-concept, the collective self-concept would moderate the influence of commitment on altruism more obviously. Implications of these results as well as strengths, limitations, and avenues for future research are discussed.
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