联系我们

论文查询结果	返回搜索

论文编号：	2007
作者编号：	2003004
上传时间：	2010/4/6 16:03:48
中文题目：	中国服务组织关系营销研究
英文题目：	Service Organization in China;
指导老师：	韩德昌
中文关键字：	中国服务组织 关系营销 关系取向 关系交换 上下级关系管理
英文关键字：	Service Organization in China; Relationship Marketing;
中文摘要：	公司的服务部门明显不同于其他组织，服务人员与顾客关系质量甚至公司的收益、利润和市场份额等商业目标最直接相关，尤其在中国“关系”文化背景下，服务经理与服务人员的关系变得更为复杂，因此，有关中国服务组织上下级关系管理的研究非常必要。本文以关系营销作为重要的理论基础，整合文化、领导等领域内的理论，目的是构建一个创新的、可靠的理论框架，以提高中国服务组织中上下级关系管理的有效性。在现有文献中，没有发现将关系营销理论研究延伸到上下级关系管理领域，本文填补了这方面的一个空白。 首先，通过系统的文献研究，第一次全面提出了上下级关系质量包含的八个构成要素，其中沟通、信任、承诺、合作为中西方共有的四个方面，称作关系交换；礼仪化、互惠性、和谐性、私人关系为更具中国特色的四个方面，称作关系取向。在此基础上，开发出一个中国服务组织上下级关系管理的整合模型。该模型把关系取向和关系交换看成关系质量的两个方面，因而有助于理解中西方关系质量的差异性。该模型也有助于加深对个体文化差异、变革型领导方式在上下级关系管理中作用的理解。 其次，通过对15位受访者（8位服务经理、7位服务人员）的深度访谈，初步检验了文献中所涉及到的关系质量构成要素，并对研究模型中各研究变量的内涵及其相互关系进行了定性的考察，为进一步定量研究奠定了基础。 最后，根据文献回顾和定性研究，论文提出了九个理论假设，进行了定量验证。预调查对测量量表信度和效度进行了评价，据此对调查问卷进行修改和调整；正式调查数据从天津医药零售连锁行业随机抽去的86位店长及其下属的217位销售人员那里搜集，综合运用广义线性模型（GLM）、多元协方差分析(MANCOVA)和一元/多元回归分析，证实了七个理论假设的关系，即变革型领导方式是影响关系质量、员工满意的重要因素（假设4，假设5，假设6）；文化差异对关系交换有反向影响，对关系取向有正向的影响（假设1，假设2）；关系取向和关系交换质量都与员工满意正相关（假设8，假设9）。 此外，本文对学术研究的贡献还表现在三个方面：（1）结合上下级关系背景，开发出关系取向的测量量表，并用家庭取向量表代替了跨文化研究中常用的集体主义或个人主义取向量表，这些新开发的量表虽然不十分成熟，但都有可接受的信度和效度，为学者们进一步实证研究提供了有益的参考；（2）以前的大部分研究多从宏观上对文化进行研究（如国家文化、民族文化或组织文化），本文从单一国家内服务组织和个体文化的微观视角，提出个体文化差异的概念，从个体水平上识别和观察上下级之间存在的文化差异现象，为上下级关系管理研究引入了一个新的变量；（3）采取分叉设计，将定性与定量研究方法结合起来，充实了深度访谈的内容，使研究结果更可靠、更翔实，这也是本文在研究设计上的大胆尝试。 本文对管理实践也有诸多启示：（1）在中国文化背景下，服务经理应从关系取向和关系交换两个方面入手，制定提高员工满意度的方案，忽视任何一方面，都会影响关系质量，进而影响到上下级关系管理的有效性。具体讲，可从沟通、信任、承诺、合作、礼仪化、互惠性、和谐性和私人关系等八个方面着手，制定全面的管理措施。（2）对于上下级文化差异，应在员工招聘和培训环节努力加以缩小，但更为现实的做法是承认差异及认知差异，顺应员工的关系取向心理，减小由于文化差异所造成的关系交换质量下降的影响。同时，运用变革型领导方式，减小上下级之间由于文化差异所造成的冲突和管理难度，提高关系质量，提高员工满意度。（3）服务组织可以把上下级关系看作公司的无形资产来管理。像良好的外部顾客关系可以增加公司的品牌权益一样，良好的内部上下级关系会增加公司的人力资本。（4）本研究对在华外资企业也具有非常现实的意义。为提高外国经理人在华职业成功率，可通过职前培训，加深他们对中国“关系”文化的理解，避免可能产生的文化障碍和冲突。在遵守公司的价值观、文化和制度的前提下，顺应中国员工的关系取向心理，积极主动采取各种必要措施发展和中国员工的关系。否则，如果过分强调正式工作关系而忽视员工的关系取向心理，员工满意就会大打折扣。
英文摘要：	Service organization is uniquely distinct from other organizations within firms. Servicepersons bear the firm’s most direct relationship to customer relationship quality and even such commercial goals as revenues, profits, and market share. Especially in the context of Guanxi-based culture, the relationship between service manager and serviceperson is more complicated. Therefore, the research on superior-subordinate relationship management in China’s service organization is quite necessary. The purpose of this dissertation is to develop a new reliable conceptual framework to advance our understanding of how to improve superior-subordinate relationship management effectiveness in China’s service organization. The model is based on relationship marketing (RM) theory by integrating other theories such as culture and leadership style. Few studies of RM in superior-subordinate relationship management are found. This dissertation fills up a gap in extant RM literature. Firstly, through literature review, this dissertation identified eight sub-dimensions of superior-subordinate relationship quality: Communication, trust, commitment and cooperation, which were called relationship exchange; Formalization, interdependence, harmoniousness and private Guanxi, which were called Guanxi orientation. Consequently, superior-subordinate relationship quality in the research model was divided into two dimensions: Guanxi orientation and relationship exchange. Thus, the research should contribute to the knowledge about the difference of relationship quality between China and western countries. The model also deepened our understanding of the role of individual cultural distance and transformational leadership style in superior-subordinate relationship management. Secondly, in-depth interviews with each of selected participants (8 service managers and 7 servicepersons) were carried out respectively. It demonstrated the sub-dimensions of relationship quality in the literature. The meanings of research constructs and their relationships in the model were reviewed. The qualitative findings were fundamental for further quantitative research. Finally, nine hypotheses were proposed and tested. Pre-tests were conducted to review the reliability and validity of the measure scales and modify the questionnaire. Data of formal survey from random 86 drugstore managers and their subordinate (217 salespersons) in Tianjin pharmaceutical retail chains were analyzed and assessed using the General Linear Model (GLM), Multivariate Analysis of Covariance (MANCOVA) and Bivariate/Multiple Regression within SPSS. Seven hypothesized relationships were empirically verified, namely, transformational leadership style played an important role in affecting relationship quality and employee satisfaction (H4, H5, H6); Culture distance showed a positive relationship with less relationship exchange and more Guanxi-orientation (H1, H2); Both relationship exchange and Guanxi orientation demonstrated a positive relationship with employee satisfaction (H8, H9). Additionally, this dissertation also contributes to scholarly research in three aspects: (1) Develop some new measure scales for the sub-dimensions of Guanxi orientation considering the context of superior-subordinate relationship and use family orientation as a substitute for collectivism/individualism orientation. These scales are helpful for further empirical research with premature but acceptable reliability and validity. (2)While extant literature generally focused on macro-cultural phenomena such as country, national and organizational culture, this dissertation studied cultural concept in a three-fold manners, namely, within a single country, within service organization and at the individual level within service manager and serviceperson relationship dyad. Thus, individual cultural difference as a new research variable was introduced. (3) By integrating quantitative and qualitative research methods in terms of a bifurcate design, the findings will be more reliable, full and accurate. It is a helpful exploration on research method. This dissertation also has some managerial implications: (1) Service managers should consider not only relationship exchange quality but also Guanxi orientation level when making employee satisfaction programs. If either of two dimensions is ignored, the total relationship quality and even relationship management effectiveness will be affected. To be more specific, managers can make some managerial solutions according to eight sub-dimensions of relationship quality, namely, Formalization, interdependence, harmoniousness, private-Guanxi, communication, trust, commitment and cooperation. (2) Firms should reduce cultural difference between service managers and servicepersons when recruiting and training employees. More applicably, managers should admit and cognize the difference and adapt to the mentality of their subordinates to reduce the negative impact of decreased relationship exchange quality due to individual cultural difference. Simultaneously, managers can use transformational leadership style to overcome cultural conflict and managerial difficulties so as to improve relationship quality and employee satisfaction. (3) Service organization can manage superior-subordinate relationship as firm’s intangible assets. Good internal relationship can increase human capital just as good external customer relationship upgrades brand equity. (4) This dissertation also contributes to foreign-invested-enterprises in china. Foreign managers should be trained more on Guanxi-orientated culture to avoid possible cultural conflicts before they are dispatched to china. Moreover, necessary steps should be taken forwardly to develop favorite relationship with Chinese employees. If formal work relationships are over-emphasized and employee’s mentality of Guanxi orientation is ignored, employee satisfaction may be greatly discounted.
查看全文：	预览  下载(下载需要进行登录)