| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 97 === The purpose of this study is to explore the perceived organizational culture, knowledge acquiring and sharing behavior and customer’s satisfaction. This study test if significant relationship among these variables exists as well. A structured questionnaire was submitted to employees of travel agencies by convenience during March 16 to March 23, 2009 and a total of 409 completed questionnaires were collected.
The contents of this questionnaire include personal information, organizational culture, knowledge acquiring and sharing behavior and customer’s satisfaction. The data were analyzed by descriptive statistics, item analysis, reliability analysis, factor analysis, t test, one-way ANOVA, Canonical analysis, regression analysis and path analysis.
The results are as follows:
1. Most of the subjects were in 26-35 years old, college or university graduate, single, female, sales department, 3-5 year experience, NT$20.001-30,000, sales or assistants, and Consolidated travel agencies.
2、Factor analysis showed that organizational culture had two factors: customer-oriented and staff-oriented, knowledge acquiring had two factors: explicit knowledge and tacit knowledge, knowledge sharing behavior had four factors: socialization, internalization, combination and externalization.
3、The perceived mean value of customer-oriented is higher than that of staff-oriented. As to knowledge acquiring, the perceived mean value of tacit knowledge is higher than that of explicit knowledge. The perceived mean value of internalization is higher than that of externalization.
4、Some socio-economic variables would affect the perception of staff-oriented, externalization, such as sex, age, department, experience and position.
5、Significantly positive correlation among organizational culture, knowledge acquiring and sharing behavior and customer’s satisfaction were confirmed.
6、The path of customer-oriented, tacit knowledge, internalization and customer’s satisfaction had best predictive effectiveness.
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