組織制服及專業證照對企業形象及工作效能之影響－以金融業為例

The Effects of Organizational Uniform and Professional Certificate on Corporate Image and Job Efficacy in Banking and Finance Industry

10.6220/joq.2015.22(2).05

陳欽雨(Chin-Yeu Chen)；呂博裕(Bor-Yuh Leu)；林怡靜(Yi-Ching Lin)

組織制服 ； 專業證照 ； 企業形象 ； 工作效能 ； organizational uniform ； professional certificate ； corporate image ； job efficacy

品質學報

22卷2期（2015 / 04 / 30）

137 - 160

繁體中文

本研究以大臺北地區金融業之顧客為問卷調查對象，採用實證分析方式，驗證顧客對組織制服及專業證照的知覺價值，及其對企業形象及工作效能的影響關係。研究結果顯示：組織制服與專業證照之知覺價值對企業形象及其子構面（機構形象和功能形象），均呈現正向顯著影響關係；兩者同樣地對員工工作效能及其子構面（目標達成力及工作滿意度）產生正向顯著影響關係。此結果顯示金融業管理者宜謹慎設計及製作組織制服，並對其員工加強專業知能之培育與訓練，輔導其取得相關專業證照，以改善其服務品質並作為塑造差異化行銷與創造競爭優勢的來源。

The research selects the banking and finance industry as study target, while the customers who live in Taipei metropolis are chosen as samples to conduct a questionnaire survey and perform an empirical analysis. The study intends to verify the effects of the customer perceived value of organizational uniform and professional certificate on both corporate image and employees' job efficacy. The results show that there are significantly positive effects of organizational uniform and professional certificate on corporate image, job efficacy, and their latent variables such as institution image, functional image, objective achievement, and job satisfaction. It implies that the managers in banking and finance industry should be cautious to design and make organizational uniform and be dedicated to cultivate or training their employees with professions, since these can improve their service quality and become the sources of shaping differential marketing strategy and creating competitive advantage.

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