正向心理資本、工作敬業心、服務氣候與服務導向組織公民行為之研究－以電信產業門市人員為例

The Effects of Positive Psychological Capital, Work Engagement, and Service Climate on Service-oriented Organizational Citizenship Behavior: The Case of Telecommunications Industry

余明助(Ming-Chu Yu)；陳婉青(Wan-Ching Chen)；洪啟強(Chi-Chiang Hung)

正向心理資本 ； 工作敬業心 ； 服務氣候 ； 服務導向組織公民行為 ； Positive psychological capital ； Work engagement ； Service climate ； Service-oriented organizational citizenship behavior

服務業管理評論

11期（2014 / 01 / 01）

25 - 42

繁體中文

電信產業自從開放競爭以來，各家業者皆將網路設備及通信品質視為競爭優勢的首要關鍵。然而，當硬體設備的升級及通信的品質都改善到一定程度之後，各家業者供給消費者的電信產品服務已逐漸趨近同質，透過硬體設備與通信品質所建立的競爭優勢也逐漸消失。有鑑於服務產業提供給顧客的服務具備無形性、不可分離性、異質性以及不可儲存性等特性，因此藉由員工傳遞差異化服務給顧客，且在過程中建構客戶的滿意度及忠誠度，成為電信業者形塑競爭優勢的來源。然而，提供高品質客戶服務的來源，來自於員工對於工作的敬業程度，健康且熱忱的心理狀態，以及組織內形塑的服務氛圍。因此，本研究以台灣五大電信業者門市服務人員為研究對象，探討員工正向心理資本、工作敬業心、服務氣候以及服務導向組織公民行為之間的關係。本研究以問卷調查的方式進行，以台灣五大電信公司（包含為中華電信、台灣大哥大、遠傳電信、威寶電信以及亞太電信）門市人員研究對象，共發放634份問卷，回收有效問卷605份，有效問卷回收率為95.42%。回收的資料運用結構方程模式（SEM, Structural Equation Modeling）進行分析，並驗證研究假設及變數間的因果關係。主要研究結果發現如下：（1）員工的正向心理資本會正向影響其工作敬業心、服務氣候以及服務導向組織公民行為；（2）員工的工作敬業心會正向影響服務氣候與服務導向組織公民行為；（3）員工正向心理資本會透過工作敬業心以及服務氣候的中介效果正向影響服務導向組織公民行為；（4）員工工作敬業心會透過服務氣候的中介效果正向影響服務導向組織公民行為。

To compete with other rivals in telecommunications industry, companies viewed quality of equipment and telecommunication service are two major competition advantages. However, these tangible advantages are easily caught up with because rivals could buy and update similar physical facilities as well. Therefore, companies tried to develop more competitive advantages through providing different services to customers. During the service process, service staffs built specific connection with clients because of the intangible, inseparable, variable, and perishable customized experiences they provided. Hence, the differential services and special connection could bring more customer satisfaction and loyalty to the organization.However, organizational service climate, staffs' engagement on job, enthusiasm on work, and health of psychological situation determined the quality of service they provided. This study used the first-line staffs worked for five major telecommunication companies in Taiwan as sample and tried to explore the effects of positive psychological capital, work engagement, and service climate on service-oriented organizational citizenship behavior (SOCB). Through conducting questionnaire survey, this study totally distributed 634 questionnaires and got 605 returned questionnaires. The valid response rate is 95.42%. The structural equation modeling is used to testify the hypotheses.The finding showed that: employees' positive psychological capital and service climate in organization have positively influence on SOCB. Moreover, employees' work engagement has positive effects on service climate in organization and SOCB. Furthermore, employees' positive psychological capital would further enhance SOCB through the mediating effects of work engagement and service climate. Finally, work engagement would increase SOCB through the mediating effect of service climate.