An Application of the Theory of Planned Behavior in Exploring Customer – Oriented Behavior of Service Employees-Take Kaohsiung Hanshin Department Store as an Example

• Main Authors: Hsin-Ying Chiang, 蔣欣穎
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/17583457653893573359

碩士 === 國立成功大學 === 經營管理碩士學位學程 === 96 === The purpose of this study is to investigate the customer oriented behavior of first-line salespeople in department stores. It starts from probing the index of service quality based on the retailing industry’s perspective, and develops a research framework that includes such variables as service quality, customer satisfaction, and customer loyalty. The framework based on the theory of planned behavior (TPB) is designed to include customer-oriented attitude, salespeople’s subjective norm, and behavior control. A convenience sampling was conducted in the Kaohsiung Hanshin Department Store, one of the largest departments in Taiwan. 250 questionnaires were sent to the salespeople of the departments, and 205 responded. A statistical analysis including such techniques as descriptive statistics, factoring, and SEM was conducted, and the results showed that… 1.The positive attitude toward behavior of salespersons’ customer- oriented behavior significantly affects salespersons’ customer- oriented behavior. 2.The subjective norm of salespersons’ customer-oriented behavior significantly affects salespersons’ customer-oriented behavior. 3.The perceived behavioral control of salespersons’ customer- oriented behavior significantly affects salespersons’ customer- oriented behavior.