| 摘要: | 隨著觀光市場需求的改變，餐旅業已成為觀光休閒產業中重要的一環。為能在多元挑戰與競爭激烈的環境中創造忠誠的顧客關係，第一線服務人員扮演著致勝的關鍵因素。餐旅產業中，「人」是最為重要的資產，組織全仰賴第一線服務人員之工作投入與專業素養來取得顧客滿意度與忠誠度，並進一步為組織取得經營績效。基於第一線服務人員處於組織運作與顧客接觸直接互動的「跨疆界位置」，組織須透過內部市場導向之建立，向員工傳遞角色訊息，使得員工清楚瞭解其在服務接觸過程中所扮演之角色，並透過提升組織內部之服務品質，鼓勵員工積極表現出服務導向組織公民行為。依據「服務利潤鏈」(service-profit chain)的觀點，若企業企圖使外部顧客對其所提供之服務感到滿意，則必須先讓組織內員工感到滿意。餐旅產業第一線服務人員除了要在繁忙的工作中提供顧客至上的服務，並實踐自身於組織中所規範之角色內的工作職責，還願意為組織付出額外的心力，提升組織之經營績效。在組織中，有效管理第一線服務人員的作法與措施，可確保員工之行為表現與態度，並有助於傳達組織優質服務之文化，形成內部市場導向之概念。與顧客接觸的第一線服務人員，應具備有助於組織或他人的角色外之組織公民行為，才能達到提昇組織績效之目標。過去尚未有研究針對餐旅業內部市場導向、內部關係強度、內部服務品質，以及服務導向組織公民行為來進行驗證關係模式。然而，實證關係之建立，以探究餐旅產業中，企業內部市場導向對於內部服務品質之影響，以及對服務導向組織公民行為之影響。並且，本研究探究透過第一線服務人員與組織間內部關係強度，進而影響內部服務品質與服務導向組織公民行為之表現。爰此，有必要針對第一線服務人員的觀點，探討內部市場導向、內部關係強度、內部服務品質以及服務導向組織公民行為之影響關係。倘若能對餐旅產業之內部市場導向、內部關係強度、內部服務品質以及服務導向組織公民行為間影響關係有明確的瞭解與認知，應可有效掌握餐旅產業在經營管理上，對於實行內部市場導向之作法與努力，透過強化第一線服務人員與組之間內部關係強度，得以確保組織內內部服務品質之成效，俾能鼓勵與激發第一線服務人員之服務導向組織公民行為。
Because of changing demand in tourism market, hospitality industry becomes the critical division around the leisure industry. For generating loyal customer relationship in competitive environment, the frontline employees (FLEs) are as the key success factor. In hospitality industry, people are the important part of resources and capitals. Depending on the frontline employees’ efforts and professional skills, the organization could capture managerial performance. Based on boundary-spanning position in service encounter for the frontline employees, organization has to set up the internal market orientation (IMO), and to inculcate the information about service role. So, frontline employees could recognize their roles in service encounter. And, by improving the internal service quality (ISQ), the frontline employees are encouraged to perform service-orientation organization citizenship behavior (SOCB). According to service-profit chain, before attempting to make satisfied customers, organization should create employees’ satisfaction. In hospitality industry, the frontline employees do not only provide the excellent service in service encounter, but also implement the role on the duty. For jobs, the frontline employees will do extra effort for organization, and improve their performance. In the organization, via the efficient management policy, organization could confirm the frontline employees’performance and attitude, and delivery superior service climate, so as to form the concept of internal market orientation. The frontline employees should inhere extra-role organization citizenship behavior to reach the organization’s goal. Past studies do not investigate the relationship among internal market orientation, internal relationship strength, internal service quality, and service-orientation organization citizenship behavior. However, it is necessary to verify the relationship model in hospitality industry, and to realize whether internal market orientation effects internal service quality and service-orientation organization behavior. Further, this current study explores the relationship strength between frontline employees and organization to effect internal service quality and service-orientation organization citizenship behavior. Hence, based on the view of the frontline employee, it is important to explore the relationship among internal market orientation, internal relationship strength, internal service quality, and service-orientation organization citizenship behavior. After clarifying the relationship among internal market orientation, internal relationship strength, internal service quality and service-orientation organization citizenship behavior in hospitality industry, manager could conduct practice methods and efforts for internal market orientation, and enhance the relationship between frontline employees and organization. In addition, they could ensure the effects of internal service quality, so as to encourage and motive the frontline employees to present service-orientation organization citizenship behavior. |
