內部服務補救之前因後果

Abstract

Customers'' positive satisfactory evaluations on the products or services provided from businesses are often determined by the first line workers' service consciousness and service devotion. In order for employees to possess these qualities, organizations need the concept of internal market orientation and highly committed employees. In reviewing the previous studies of service recovery, most of them discuss how to recover external customers in the event of service failure. The concept of internal marketing emphasizes that, “there would only be satisfied customers, when there are satisfied employees.” What should be considered as an important issue is when a service failure takes place; organization should let employees resolve customer complaints in a positive manner. Therefore, firms must have internal service recovery strategy to support the efforts made on external service recovery. This main purpose of this study is to discuss the importance of internal service recovery in organization. This research uses internal market orientation as the antecedent for internal service recovery, and organization commitment as the result of internal service recovery. By integrating internal market orientation, internal service recovery and organization commitment, we hope to form an integrative structure. In the aspect of empirical research, this research uses convenient sampling method. Questionnaires are mailed to human resource department of Taiwan's restaurant, hotels, and department stores; then pass on to first line workers. A total of 500 questionnaires are mailed, with 41 of them invalid, 349 questionnaires are usable. The response rate is 69.8%. The empirical result of this research finds that internal market orientation exerts influence on internal service recovery, and the influence of internal service recovery on organization commitment is partially significant. Lastly, this research claims its research conclusion, managerial implication, research limitation, and future research directions based on analysis result.

顧客對企業所提供服務或產品的正面滿意評價，常取決於服務接觸時第一線服務人員的服務意識與服務熱忱，而欲使員工具備顧客服務意識及服務熱忱，則組織需要有內部市場導向的概念和高度組織承諾的員工。 過去在服務補救的文獻中，大多都是探討發生服務失誤後，如何補救外部顧客，很少有研究是站在員工的角度去看服務補救；而內部行銷的概念強調「有滿意的員工，才有滿意的顧客」；當發生服務失誤時，組織如何讓員工以健康的態度處理顧客抱怨事宜(內部服務補救的概念)，應是一個很重要的議題。因此，公司必須有內部服務補救的策略來支持在外部服務補救上的努力。 本研究旨在探討內部服務補救在組織中之重要性，並以內部市場導向做為內部服務補救的前置因素，而以組織承諾作為內部服務補救的結果，整合內部市場導向、內部服務補救和組織承諾，期能建立一個整合性的架構。 在實證研究方面，本研究以便利抽樣的方式，郵寄給國內餐飲、飯店及百貨公司的人資部門代為轉發給第一線服務員工填答;共寄出500份問卷，剔除無效問卷41份，總計有效問卷為349份，問卷有效回收率達69.8%。 本研究實證結果發現內部市場導向均顯著影響內部服務補救，而內部服務補救對組織承諾之影響為部份顯著。 最後，本研究根據分析結果提出研究結論、理論與實務意涵、研究限制及未來研究方向。