行動通訊軟體服務創新、顧客滿意度及忠誠度之研究－－以LINE為例

A study on service innovation, customer satisfaction and loyalty for mobile communication software－ The case of LINE

組織除了領導者外，更重要的是組織內的成員，在社會中最習以為常且常見的組織領導者與成員便是主管與員工，企業除了主管的領導風格會左右企業的走向外，企業中的員工反而是企業裡佔有最多人數的一群，並且組織的正常營運絕大部分皆仰賴員工的付出，雖然企業是以薪資換取員工的勞力，但是由於勞力市場競爭激烈，除了人力需求外，優秀的人才也是企業極於網羅的目標，因此在競爭如此激烈的勞力市場中，企業挽留人才或吸引人才任職的策略也是相當重要，目前薪資已不再是唯一手段了，這也是所有企業有默契的共同想法，所以在招攬及慰留員工上也出現更多不同方法，企業中除領導者的領導風格外，企業給予員工實質上及心靈上的滿足感並且了解員工願意工作的原因皆會影響員工的工作態度，而最後影響企業的績效及利益。本研究發現，領導風格對於工作動機、工作滿意與組織承諾皆具有正向影響，同時，工作動機與工作滿意對於組織承諾具有正向影響，最後工作滿意對領導風格與組織承諾有部分中介的效果。領導風格是在管理上一直是個討論的議題，領導風格會影響工作動機也會影響工作滿意，對於企業來講無論是極力突破現況或是為了在激烈的市場裡爭奪一席之地，又或是維持自身競爭力，在管理階層的領導風格也是重要的一環。領導者的作風也相當重要，好的領導者可以協助成員為組織朝向正確的方向，也可以幫助成員在工作上更加順利，另外，組織給予成員滿意的工作環境及保障能促進成員更加勤奮為組織努力，這也是目前的企業所面臨到問題。本研究期待驗證企業能透過工作滿意度及工作動機的提高來加深領導風格及組織承諾的關聯性，幫助企業獲得更好的績效及收益。 Besides the leader most of all is numbers in an organization, such situation in the society are manager and staff. Leadership style could impact the enterprise future but the largest percentage of population is staff, also an enterprise has to depend on staffs to operation stably. The enterprise pays salary to exchange workforce from workers however the labor market is so competitive, therefore not only normal manpower demand but also talent attracted. Under such competitive labor market, the enterprise considers the strategy to keep and attract talents, so far high salary is not the only way and that is mutual understanding to all enterprises. So that enterprises always practice various methods for solving high turnover rate problem. The enterprise thinks about leadership style also offers mentally and essentially satisfaction and listen to staff that all for increasing business performance and profit. According to the outcome, this work figure out leadership style significant impacts organization commitment, job satisfaction and work motivation, and the work motivation significant impacts organization commitment and job satisfaction. Also the job satisfaction is the mediator to affect the relationship between leadership style and organization commitment. The leadership style always is popular issue in the management problem, because the leadership style would influence work motivation and job satisfaction. Moreover leadership style is a very important part when the company faces to awkward situation, competitive market or keeping competition, well leadership style help members forward to correct way and solve work problem. On the other hand, stuffs feel safety and satisfied with work environment that make stuffs work harder, it is the problem the company face to. So that this work looks forward to further correlation between leadership style and organization commitment by work motivation and job satisfaction for better performance and profit.

With the rapid information technology (IT) development and the perfect internet equipped with full functions, there are many choices in human communication. Nowadays everyone almost owns a smart phone and use its communication software; it has become an important tool in communicating, discussing or sharing with other persons. And it may also even affect interpersonal issues. It has a great help to increase the number of active users of communication software by increasing customer satisfaction through continuous service innovation and then further strengthening customer loyalty. Therefore, this study focuses on the LINE that is the favorite communication software for Taiwanese users. By the way, we explore the college students' viewpoints on service innovation of LINE whether have an impact on the relationship between customer satisfaction and loyalty. This study first examined the differences in the three different facets, such ‘service innovation', ‘customer satisfaction', and ‘loyalty' about LINE, from the demographic variables, and then used a simple regression analysis to examine the impact on the relationship between service innovation and customer satisfaction and the relationship between customer satisfaction and loyalty on LINE for college students. The results show that: (1) two demographic variables, such as gender and the amount of spending time on LINE communication software every day, have significant influences on the three major aspects mentioned in this study; (2) there are significant positive correction on the relationship between service innovation and customer satisfaction, and the relationship between customer satisfaction and loyalty, the former's standardized correlation coefficient (0.745) is smaller than the latter's one (0.943). We expect that the ranking, and the empirical results in items of each dimensions can be used as a reference on service innovation of LINE to improve its customer satisfaction and loyalty for the company.