顧客知覺的服務行為與顧客滿意度的關係：國民性格的調節效應與本土、外商公司的比較

Customers' Perceived Service Behaviors and Customer Satisfaction: The Moderating Effect of National Character and the Comparison between Local and Foreign Companies

10.29698/FJMR.200701.0007

鄭碧月(Pi-Yueh Cheng)；邱文彬(Wen-Bin Chiou)

保險產業 ； 國民性格 ； 知覺的服務行為 ； 顧客滿意度 ； insurance industry ； national character ； perceived service behaviors ； customer satisfaction

輔仁管理評論

14卷1期（2007 / 01 / 01）

155 - 176

繁體中文

本研究目的在於檢驗顧客的國民性格對所知覺的服務行為與顧客滿意度的調節作用，並針對本土與外商企業進行比較。研究發現，本土公司的顧客認為人際導向的服務高於專業導向的服務，外商公司的顧客認為專業服務高於人際服務；個人主義者所知覺的專業服務高於人際服務，集體主義者所知覺的人際服務高於專業服務。亦發現國民性格為服務行為與顧客滿意度的調節因素，集體主義者顧客，人際服務與滿意度的相關高於專業服務與滿意度的相關；反之，個人主義者顧客，專業服務與滿意度的相關高於專業服務與滿意度的相關。顧客滿意度之預測因子的結果顯示，專業服務為影響顧客滿意最重要的因子，外商公司的顧客滿意度略低於本土公司。

The purposes of this research were to examine how customers' national character (collectivists vs. individualists) moderates the relationship between perceived service behaviors (interpersonal service vs. professional service) and customer satisfaction as well as the comparison between local and foreign companies in Taiwanese insurance industry. The results revealed that customers of a local company perceived higher interpersonal service than professional service, whereas customers of a foreign company perceived higher professional service than interpersonal service. Customers with high collectivism perceived higher interpersonal service than professional service, whereas customers with high individualism perceived higher professional service than interpersonal service. More important, research findings indicated that national character played as a moderator on the relationship between perceived service behaviors and satisfaction. For customers with high collectivism, the correlation of interpersonal service and customer satisfaction was significantly higher than the correlation of professional service and customer satisfaction. In contrast, the correlation of professional service and customer satisfaction was significantly higher than the correlation of interpersonal service and customer satisfaction for customers with high individualism. As to the findings about the predictors of customer satisfaction, professional service was the most contributing factor in predicting customer satisfaction, and customer satisfaction of a foreign company was marginally lower than it of a local company. In regarding the ways to enhance customer satisfaction, the findings imply that foreign companies should notice the relative preference of service behaviors among collectivist customers, and then put more emphasis on interpersonal service. On the other hand, local companies might strengthen their professional service.

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