The Relationships among Customer Orientation, Service Encounter Evaluation and Customer Response: An Empirical Investigation of Banking Consultants

• Main Authors: Wen-Tsen Chen, 陳玟岑
• Other Authors: Mei-Ling Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/57501136949147882001

碩士 === 真理大學 === 管理科學研究所 === 97 === This study investigates the customer orientation of service employees in service encounters and customers’ assessments about the encounter. This study adopts and testes a two-level model in which service employees’ service behavior is related to customers’ perceived service quality. Customers perceive the service quality delivered and evaluate each service encounter by interacting with service employees. The purpose of this study is to examine how customer orientation of service employees influences word of mouth communication through customer evaluation of service encounter. Questionnaire data was gathered from matched sampling based on 93 bank consultants and 434 customers from financial institutions in Taiwan. The results through hierarchical linear modeling (HLM) show that service employees’ customer orientation has direct influence on both customer evaluation of service encounter and word of mouth communication. In addition, the customer orientation indirectly influences customer word of mouth communication through service encounter evaluation. Beyond these variables relationships, customer evaluation of the encounters is partial mediation positive relationships between the customer orientation of service employees and customers’ word of mouth communication. Through this empirical examination, theoretical and managerial implications are discussed.