期刊刊名：全球商業經營管理學報 　 卷期：2期

篇名出版日期：2010年9月1日

作者：Tsai, Cheng-Hung, Guevarra, Natalie H.

語言：English

關鍵字：組織認同,顧客認同,組織承諾,顧客導向服務行為,績效, Organizational identification, Customer identification, Organizational commitment, Customer-oriented service behavior, Performance

被點閱次數：5次

閱讀時間：1186sec

摘要：
Social Identity Theory is concerned with the psychological and sociological aspects of group behavior. Organizational behavior raises the question of how attitudes and behavior are influenced by psychological relationship between the individual and the organization. This study follows the social identity theory to explore the important impact factors of employees’ identification and behavior. Identification examines the process whereby an individual identity becomes psychologically intertwined with the organization’s identity or helps boost the employee’s self-esteem. This research offers a series of propositions derived from prior research and writings from the field of organizational behavior, psychology, marketing and management. The purpose of the study examines the relationship of identification and defines what affects its customer-oriented service behavior. The constructed framework will be useful for organization to better understand the employees because the research study can improve employee’s behavior toward their organization through identification. A total of 150 questionnaires were disseminated in the bank industry of the Philippines, 98 were collected, and 3 invalid questionnaires were sorted out, resulting to a total of 95 returns with a response rate of 0.63. The study shows that organizational identification will be significant with customer identification, customer-oriented service behavior, and organizational commitment. Customer-oriented service behavior and organizational commitment will also be significant with performance. The data of the bank industry helps understand the relationship between identification and commitment affecting customer-oriented service behavior and the performance of organization. Understanding an employees’ work behavior is important, this can improve the interaction between employees and customers.

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