探討航空公司員工滿意度與顧客忠誠度關係之研究：由服務行為之觀點探討

EMPLOYEE SATISFACTION AND CUSTOMER LOYALTY OF AIRLINES — EXPLORING FROM THE VIEWPOINT OF SERVICE BEHAVIOR

員工滿意度是影響顧客忠誠度的重要因素，是許多學者研究的共識。唯員工的服務行為如何影響兩者之關係，則少有人探討。本研究以國內U 航空公司為研究實例，將服務行為分成角色內行為及角色外行為，並將之視為第一線服務員工工作滿意度與顧客忠誠度間的中介變數，以分析此一中介變數如何受到員工工作滿意之影響，及其如何影響顧客忠誠度。本研究採線性結構關係模式作為驗證模式配適度之分析工具，在顧客部分以搭乘U 航空國內航線各場站離站的旅客為研究對象，一共有1,002份有效問卷；在員工部分則以U航空公司第一線服務員工為研究對象，一共有386份有效問卷。研究結果發現，服務行為作為中介變數，確實對顧客忠誠度有很顯著的影響，而其中角色外服務行為的影響程度遠較角色內行為為大。同時，本研究結果亦驗證員工工作滿意對員工角色內服務行為與角色外服務行為皆具有正向的影響。本研究亦根據研究結

Employee satisfaction is an important factor that affects customer loyaltyand this understanding has been verified by many scholars. However, fewstudies have explored how the employee service behavior affects customerloyalty and how much that is affected by employee satisfaction. This researchtakes U domestic airlines in Taiwan as a study case. The service behavior, whichwas divided into in-role behavior and extra-role behavior, was regarded as anintermediate variable to analyze how both behaviors are affected by employeesatisfaction and how both behaviors affect customer loyalty. This research takesLinear Structural Relations (LISREL) as the tool to test and verify the fitness ofthe model. The customer survey surveys the passenger of those who took Uairways and depart from the domestic terminals, and there are 1,002 validpassenger questionnaires returned. The employee survey surveys the workerswho are the frontline staff of U airways, and there are 386 valid employeequestionnaires returned. Results show that service behavior, as an intermediatevariable, has a significant influence on customer loyalty, while the influence ofextra-role behavior is more significant than that of the in-role behavior.Employee satisfaction positively affects their in-role behavior as well asextra-role behavior. Based on the outcomes of the study, suggestions wereprovided for airline management to increase employee satisfaction, to improveemployee service behavior performance, and to strengthen customer loyalty.