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組別:第二組 蔡孟書 98353003 徐玉豐 98353005 陳許弘達 98353007

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The Impact of the Customer Orientation of Call Center Employees on Customers’ Affective Commitment and Loyalty. 組別:第二組 蔡孟書 98353003 徐玉豐 98353005 陳許弘達 98353007. 摘要. 本研究主要探討顧客導向對服務提供者的潛在利益。 透過檢測顧客聚焦 ( 為客戶創造價值 ) 、顧客回饋 ( 尋求工作評價和品質 ) 與服務品質認知、顧客的情感承諾和企業忠誠度之間的關係。. 摘要. - PowerPoint PPT Presentation

Text of 組別:第二組 蔡孟書 98353003 徐玉豐 98353005 陳許弘達 98353007

Development of Hypotheses -

98353003 98353005 98353007

The Impact of the CustomerOrientation of Call Center Employeeson Customers Affective Commitmentand Loyalty()()

? ()

(Perceived customer orientation)Voonproservice

(Perceived service quality)Brady and Cronin : (Affective commitment)Later,Allen and Meyer(Affective commitment)(Customer loyalty)()

Development of Hypotheses- ()(Schneider, White, and Paul 1998; Yoon, Beatty, and Suh 2001 )

Development of Hypotheses- (Kohli, Jaworski, and Kumar 1993; Lukas and Ferrel 2000) Schneider, White, and Paul(1998)

Development of Hypotheses- ()Development of Hypotheses- (e.g. Cronin, Brady, and Hult 2000; Zeithaml, Berry, and Parasuraman 1996)Brady and Cronin()(Caruana 2002)(Harrison-Walker 2001)(Ranaweera and Neely 2003)

Development of Hypotheses- Fullerton (2005b)

Development of Hypotheses- B2BMorgan and Hunt(1994)

Mediation Effects-1(Storbacka, Strandvik, and Grnroos 1994; Heskett, Sasser, and Schlesinger 1997)(Garbarino and Johnson 1999; Fullerton 2005b) (Morgan and Hunt 1994)

Method-(n=289)(n=325)online help desk()

sample-(individual)(cross-sectional)(Dillman 1991)

(15%16%)T(Armstrong and Overton 1977).Measures-1()~7()1()~7()

Results-(Factors loadings).325(cross-loading)LISREL 8.3Hair et al.(1998)GFI=.97,GFI=.92, RMSEA=.04GFI=.96,GFI=.90, RMSEA=.08

22Cronbachs .502

RESULTS-The Structural Model And Hypothesis Teasting

:AGFI=0.95nonnormed fit index=0.99RMSEA=0.04standardized root mean square risidual=0.02AGFI=0.91nonnormed fit index=0.98RMSEA=0.08standardized root mean square risidual=0.020.710.54

RESULTS-The Structural Model And Hypothesis Teasting

t valuesR^2 values

RESULTS-The Structural Model And Hypothesis TeastingRESULTS-The Structural Model And Hypothesis TeastingH1 H2H3H4 H5H6

RESULTS-The Structural Model And Hypothesis TeastingRESULTS-The Structural Model And Hypothesis TeastingH1A H2A H4H1A H5 NOT H3ANOT H1BH3BH3BH6NOTH2BH4H5H6DISCUSSION

DISCUSSIONDISCUSSION-

DISCUSSION-

Cronin(2003)

DISCUSSION- (Generalizability)(mail-survey)

DISCUSSION-R^2(acceptable psychometric property)

DISCUSSION-

1.2.3.

4.5.

The End

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