Research on the internal customers’ satisfaction with their boundary spanning roles in service industries─ As an example for convenience chain stores.

[[abstract]]日趨重視服務品質的今日，無論服務提供者或消費者，皆要求於服務接觸時最優質之展現。提供優良服務給顧客的高素質員工，成為企業超越競爭者的致勝關鍵。在服務業中，服務提供者與顧客面對面接觸所展現服務熱誠，隱藏著對組織及工作的認同，同時影響顧客對企業所提供服務或產品的評價。因此由內部顧客滿意產生服務忠誠及熱誠，達到外部顧客滿意，方能創造企業最大成長空間。 依據服務行銷相關文獻之整理分析，在服務接觸中，員工滿意與顧客滿意間為直接攸關。本研究以與顧客高度接觸的便利商店工作者為研究對象，同時結合服務金三角與服務利潤鏈的概念，將焦點集中於情緒心力的負擔是否將影響內部顧客的滿意，而內部顧客對其本身角色知覺是否會促進對滿意的程度；整合先前相關理論之想法，提出對情緒心力與身份角色認同的概念化以進行實證性的研究，尤其探討其與內部滿意間之關係。 經由相關文獻的探討，作為問卷設計之根據，抽樣發放予便利商店工作者填答；資料蒐集彙總後，透過統計方法以得悉研究結果，並對本研究所提出之四項研究假設及「服務內部顧客跨界角色滿意模式」加以驗證。 主要獲致的研究結果為：在服務業內部顧客與外部顧客的服務接觸中，情緒心力的展現與其內部顧客滿意間均有顯著的相關。身份角色中的三大因素「顧問專業」、「互動伙伴」與「勞務侍應」則對此顯著關係有中介歷程的影響效果。此外，身份角色認同與其內部顧客滿意間確有顯著影響，且此認同程度亦會顯著影響到內部顧客情緒心力之展現。 藉由本研究結果，提供對便利商店乃至一般連鎖企業在招募選用門職人員時之參考，同時對業者提供有關內部顧客管理、員工情緒心力運用、角色認同共識、人力資源素質提升等建議，期可達到適才適任目的，並進而增進企業整體之服務品質。[[abstract]]Growing emphasis in service quality, the customers and service providers both want to display the best performance in service encounters. The highest qualified employees which provide good service to customers have been the key success factors to surpass the competitors. However, the service-hearted displayed by the service providers and customer in face-to-face interaction somewhat implied that they all identified with their organizations and jobs. Consequently they alsoinfluence the evaluations reported by customers toward the services or products. It is concluded that the internal customers’ satisfaction and external customers’ satisfaction must be interrelated in order to bring out the fully development of the organization. According to the issues in service marketing, it is truly recognized that the employees’ satisfaction and customer satisfaction are highly related. This research has coordinated the notion of ‘Service triangle’ and ‘Service-profit chain’ and used the employees from convenience chain stores as survey samples to investigate the relationships among Emotional labor, role identity and internal customer satisfaction. On reviewing the related liteatures, the questionnaires have been developed and distributed to employees of the convience chain stores. By statistied analysis we have developed in this research and the models concerning the boundary spanning roles, which satisfied with their organizations and jobs. The results show that there exist strongly relationship between emotional labor and satisfaction. The mediating effects of the role identity included professional expertise, interaction coworker, and servant also been confirmed. And there also discovered that role identity is relater to the emotional labor. Through this research, we have suggested how to manage internal customers emotional labor, role identity and human resource quality to the CVS and others chain stores. Finally the total service quality of the organizations have also been advanced