| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 106 === In rapidly changing business environment, many enterprises expect that first-line employees can provide high-quality service quality and product selling at the same time. Under such kind of background, ambidexterity is extensive revealed. Literatures have studied the concept of organizational ambidexterity at the organization level, but lack of studies aiming at individual level. In this research, the researcher attempted to bring ambidexterity into the individual level of practice and discussed the contradiction of achieving service quality and sales quotas.
This research operationalized types of ambidexterity as the Independent variable and perceived value and relationship quality as dependent variables. With first-line employees at post office as research objects, 538 effective questionnaires were collected and tested with the factor analysis t-test and gaining the following conclusions are as follows:
1. There are significance between different ambidexterity types on the perceived value and relationship quality.
2. Service focused type ambidexterity, customers’ perceived value is higher but perceived risk is lower.
3. Service focused type ambidexterity, customers’ trust and commitment is higher but conflict is lower.
This research suggested companies should focus on customer requirements and relationship quality to achieve ambidexterity, enhance service quality, improve service standard and finally lead to better sale-performance and a win-win situation.
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