| Summary: | 碩士 === 佛光人文社會學院 === 管理學研究所 === 92 === Abstract
Due to the expectation from people to the government and the competition from the liberalization of power industry, service industry has become the main stream of the industry structure in Taiwan. As the progress of the society, public utility has moved into an era of service-oriented technology. In order to improve customer satisfaction and maintain customer loyalty, Taiwan Power Company has to provide customer-oriented services in addition to excellent product quality.
As the rise of consumer consciousness, enterprises have to re-inspect their relationship with consumers. Power industry is a customer-oriented industry so that the improvement of the quality of service is absolutely the motivation of enhancing competitiveness. In this background, this article implemented a new approach of people reform and citizen behavior to disclose how Taiwan Power Company improved services through reorganization, and how it changed the image of government business, which was like what A. Wildavsky said “doing better and feeling worse” and resulted in a negative impression of an governable government.
The passive face-to-face way to provide services in traditional service industry should be replaced by active citizen behavior in order to change the way of policy implementation in the past, which was full of organization-oriented, policy-oriented and non-customer-oriented closed thinking and emphasized on system reposition and process improvement. They rarely focused on the citizen behavior of providing additional services beyond job functions. As a result, this article takes the researches from Cran, (1994), Van Dyne (1995) and Bettencourt, Gwinner & Meuter (2001) as reference to be the theoretical research foundation.
Then we highlighted on “the relation between the Service-Oriented Organizational citizenship behaviorsr and the quality of service”. From the customer-oriented view, we would like to study the issue of fostering the citizen behavior of service personnel and further creating customer-oriented behaviors such as customer satisfaction and customer value. As such, the research framework of this article is based on the relation between the Service-Oriented Organizational citizenship behaviors and the quality of service. In addition, this article also adopted 5 Dimensions Model created by Parasuraman, Zeithaml and Berry in 1988 and referred to the 22 items in SERVOUAL as well as including a case study of the front line people in service centers of Taiwan Power Company to verify the relation between the Service-Oriented Organizational citizenship behaviors and the quality of service.
SPSS for windows 10.0 and STATISTICA 6.0 are adopted as the approach to do descriptive statistics, factor analysis, type-related analysis, multi-quantification analysis and equal-quantification analysis and the result is summarized.
The result disclosed that there’s a significant relation between variable X such as service transmission, participation and authority and variable Y such as caring, production target, tangibility, reaction and timing. It also approved that the Service-Oriented Organizational citizenship behaviors and the quality of service are necessary to be developed in Taiwan Power Company. Comparing the result with the current operations of Taiwan Power Company and taking it as a reference for a researcher to proceed in service industry in the future are the contribution made by this article in academics and real practice.
Key words: ungovernable, Service-Oriented Organizational citizenship behaviors, customer value
Note: Service-Oriented Organizational citizenship behaviors: a spontaneous behavior beyond an employee’s role, a behavior of performing jobs beyond job functions; in other words, actively is assisting customers beyond the job requirements.
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