The Relationship Between Frontline Employees’ Service Competencies and Customer Loyalty: The Role of Service Climate

• Main Authors: Zih-yun Wang, 王姿云
• Other Authors: Yu-Chi Wu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/k66ren

碩士 === 國立高雄大學 === 經營管理研究所 === 102 === The primary goal of selection and training is to make frontline employees with capable competencies to complete their tasks. Frontline employees’ competencies such as the expertise to solve customers’ problems, or the ability to communicate effectively when dealing with consumer issues may play an important role to influence customer loyalty. The first purpose of this study will investigate the relationship between frontline employees’ competencies and customer loyalty. Employees are more likely to enhance their competencies to provide good service to customers when their organizations promote service climate demonstrating care for both employees and customers. The secondary purpose of current study will explore the relationship between the possible antecedent (i.e., service climate) of frontline employees’ competencies and the competencies. This empirical study will utilize the Partial Least Squares (PLS) techniques to analyze the data. 198 questionnaires were collected from insurance agents and customers, respectively. Specially, the questionnaires for the insurance agents will ask them to rate their perceived service climate in their organizations. The questionnaires for the customers will ask them to rate their insurance agents’ service competencies and their perceived customer loyalty. In theory, this study provides an explanation for how service climate may influence the employees’ service competencies, which in turn could affect the customer loyalty. In practice, the findings of this study may provide the suggestions that employers can enhance the frontline employees’ service competencies by setting up of the company policies such as service climate demonstrating care for both employees and customers.