| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 94 === The literature showed that job standardization is positively related to service quality, and employee service behavior is also positively related to service quality. However, job standardization provide uniformity in service quality, employees could follow the standard operation procedure of the firm to accomplish the tasks. Thus, the perceived service quality of customers might be affected by job standardization through employees' service behavior. Therefore, the purpose of the study is to examine the mediating effects of employee service behavior on the relationship between job standardization and service quality.
The study framework and hypotheses were established through literature review, and the empirical study is conducted by employing questionnaire investigation and re-lated statistics techniques. The sample with 48 companies in tourism industry was collected, including travel agencies, hotels, and tourist amusement enterprises. Two kinds of data from customer-contact employees’ viewpoint and customers’ viewpoint were collected separately. Moreover, this study adopted service capability of employees as control variable in order to purify the relationships among the three constructs.
The results indicated that job standardization of customer-contact employee is positively related to both customer perceptions of service quality, and service behavior of employee. Employee service behavior is positively related to perceived service quality. And both role-prescribed and extra-role service behavior mediate the relationship between job standardization and service quality.
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