Examining the influence of frontline service employees' job cognition and behavior on customer satisfaction and customer-company identification

[[abstract]]現今服務產業在台灣社會和經濟中的地位日益提高，並且講求顧客導向行為，員工主動且積極滿足顧客的需求。研究指出，服務不良的公司將會影響競爭力，並嚴重影響經營績效。本研究以服務利潤鏈為基礎，藉由員工工作認知的三個變數-自我效能、工作滿意度、員工對公司認同，以及員工跨界服務行為之外部表現、內部影響及服務傳遞，了解對於顧客滿意度及認同度的影響。 本研究以上海曼都髮型十家分店的設計師及顧客為探討對象，利用問卷方式進行調查，問卷預試部份，有效問卷員工為10份、顧客為30份；實測部份，有效問卷為員工41份、顧客204份，回收率98 8%。並透過SPSS 12 0、AMOS 6 0、HLM 6 06統計軟體進行分析，研究結果顯示： (1) 自我效能正向顯著影響顧客滿意度、顧客對公司認同；工作滿意度負向顯著影響顧客滿意度、負向不顯著影響顧客對公司認同；員工對公司認同對顧客滿意度、顧客對公司認同呈現負向不顯著影響。 (2) 外部表現與服務傳遞分別正向顯著影響顧客滿意度、顧客對公司認同；內部影響對顧客滿意度、顧客對公司認同呈現正向不顯著影響。 本研究導入員工自我效能、員工跨界服務行為等過去未曾出現在服務利潤鏈架構的變數，並且採用社會認同理論 (員工對公司認同、顧客對公司認同)在此架構裡，冀望可使服務利潤鏈架構更加完善。本研究樣本針對美髮服務業作發放，顧客對於員工的技能，或是所提供之服務才有非常明顯的感受，故員工工作滿意度、員工對公司認同屬於較心理層面之工作認知，且內部影響較無法直接使顧客感受到。[[abstract]]Nowadays the service industry in Taiwan is increasingly important and focuses on customer-oriented behavior which means employees actively to meet customers’ need This research is based on service-profit chain model uses three variables of employee job cognition: self-efficacy job satisfaction employee-company identification and three variables of customer-oriented boundary-spanning behavior: external representation internal influence service delivery to understand the influence of customer satisfaction and customer-company identification This study investigates hair designer and customer of Mentor Hair Stylist in Shanghai with questionnaire survey There are 10 valid questionnaires for employees 30 valid questionnaires for customers of the pre-test questionnaires In formal questionnaires there are 41 valid questionnaires for employee 204 valid questionnaires for customers Through SPSS 12 0 AMOS 6 0 HLM 6 06 statistical analysis software to conduct hierarchical linear model The results show that: (1) Self-efficacy has positively significant effect on customer satisfaction and customer-company identification Job satisfaction has negatively significant effect on customer satisfaction but insignificant on customer-company identification Employee-company identification has negatively insignificant effect on customer satisfaction and customer-company identification (2) External representation and service delivery have positively significant effect on customer satisfaction and customer-company identification Internal influence has positively insignificant effect on customer satisfaction and customer-company identification This research incorporates employee self-efficacy social identity and customer-oriented boundary-spanning behaviors to build a more comprehensive service-profit chain model to fill previous theory’s gap The research samples are hair stylist sevice industry Customers toward employee’s skills and services have very clear fealing Therefore employee job satisfaction and employee-company identification belong more psychological level of job cognitive and internal influence can not let customer that have directly feelin