以策略觀點探討服務績效之多層次研究

A Strategic Perspective on Multi-Level Study of Service Performance

本研究以眼鏡零售業為研究樣本，以多層次之方法及策略觀點探討組織資源中維持競爭優勢之人力資源相關變數如主動性人格、轉換型領導、服務氣候、服務績效、顧客滿意度等關係。研究樣本由51間店之51位店長、175位員工、557位顧客所組成。本研究以階層線性模式分析法進行分析，區分為個人層次與分店層次兩層，研究結果發現不論是個人層次之主動性人格或是分店層次之轉換型領導、服務氣候皆對個人服務績效有正向的影響效果、分店層次服務氣候對分店層次轉換型領導與主動性人格具有中介效果、分店層次服務績效對顧客滿意度有正向的影響效果。本研究依據上述結果，亦提出理論與實務意涵及研究建議等項。

The purpose of this study is to examine the relationships among human resource related variables, such as proactive personality, transformational leadership, service climate, service performance, and customer satisfaction from the perspective of strategy. This study develops a proposal model of how employee proactive personality, store -level transformational leadership, store-level service climate affect employee service performance and how store-level service performance affect customer satisfaction. Optical stores are chosen as samples in which include 51 managers, 175 employees, and 557 customers from 51 stores. This study employs a cross-sectional design and uses HLM analysis to test the hypotheses. This study’s findings provided support for our main hypotheses. Proactive personality, store -level transformational leadership, store-level service climate are found to have a positive and significant effect on service performance. In addition, the relationship between store-level transformational leadership and service performance was mediated by store-level service climate. Store-level service performance is found to have a positive and significant effect on customer satisfaction. This study concludes with a discussion of the theoretical and practical implications of findings.