A Study of the Impacts of Corporate Image and Service-oriented Organizational Citizenship Behavior on Customer Satisfaction

• Main Authors: Ming-Tsun Tsai, 蔡明村
• Other Authors: Sheng-Shu Cheng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/63675643639957397165

碩士 === 育達科技大學 === 企業管理所 === 103 === This study includes the corporate image, the service-oriented organizational citizenship behavior, and the development of the service quality as a leading indicator to discuss their impacts on the customer satisfaction. The author investigated and verified the measure items of each construct and the relationship among them by statistical method. In order to conduct this research, the author was sampling 245 effective samples form the staff and customer at the Miaoli Branch of Taiwan Power Company.In data analysis, we discussed the impact of demographic variables on the customer satisfaction by ANOVA method and used regression analysis to investigate the relationship between these constructions. Finally, we conducted the Sobel-test on the service quality to find if it had mediation effect between the service-oriented organizational citizenship behavior and the corporate image. After data analysis, this study obtained the following results. First, the corporate image has a positive impact on the service quality. Second, the service-oriented organizational citizenship behavior has a positive impact on service quality. Third, the service quality has a positive impact on customer satisfaction. Fourth, the service quality partially mediated the relationship between the corporate-image and the customer satisfaction. Fifth, the service quality has a complete mediation effect between the service-oriented organizational citizenship behavior and the customer satisfaction.Therefore, the service-oriented organizational citizenship behavior is stronger than the corporate-image for the impact on the customer satisfaction. Finally, According to our results, we also proposed suggestions on the management practices to improve the service quality and to increase the customer satisfaction for Taiwan Power Company.