員工與顧客間融洽關係建立之探討

Abstract

過去在顧客關係管理的研究領域中，甚少著墨於員工與顧客間融洽關係之因果關係探討。因此，本研究主要的目的是發展出一個融洽關係建立模型，以瞭解服務互動過程中的員工與顧客間是如何建立起融洽關係，以填補此研究缺口。本研究根據過去文獻探討提出員工與顧客間融洽關係的前因包含三大因素，分別為員工情感表達、員工連結行為與顧客正向情緒。另外，在融洽關係建立之結果部分，則包含服務品質與行為意圖。 研究結果發現，員工情感表達、員工連結行為與顧客正向情緒等三項前因皆對於融洽關係具有顯著的影響，而當員工與顧客之間存在融洽關係時，則會使得顧客認知到較高的服務品質與產生正向行為意圖。因此，本文顯示出融洽關係在服務流程中的必要性，並且提供意見給予服務業者做為日後參考依據。

Past empirical evidence has indicated that the rapport between service employees and customers can influence customer reactions. However, there has been little research exploring the antecedents and consequences of such rapport in service interactions. In order to fill the research gap, we propose and test a model which illustrates how the rapport builds up between employee and customer. Based on past research, we propose that the antecedents of rapport include employee affection delivery, employee connecting behavior and customer emotion, while the consequences include service quality and behavioral intentions. Data were collected from 310 service employee-customer pairs in Taiwan. Results showed that all the antecedents of rapport, including employee affect delivery, employee connecting behavior and customer emotion, have positive influence on employee-customer rapport, which in turn enhances perceived service quality and behavioral intentions. Implications, limitations and future research directions are then discussed.