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研究生：	魏肯恩 Vichet, Khen
論文名稱：	The Effects of Servicescape, Service-oriented OCB, and Service Climate on Service Convenience and Evaluation: An Empirical Validation of Hospital Nurses and Patients in Taiwan The Effects of Servicescape, Service-oriented OCB, and Service Climate on Service Convenience and Evaluation: An Empirical Validation of Hospital Nurses and Patients in Taiwan
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2007
畢業學年度：	95
語文別：	英文
論文頁數：	133
中文關鍵詞：
外文關鍵詞：	service evaluation, service quality, service climate, service-oriented OCB, servicescape, service convenience, time and effort
相關次數：	點閱：61 下載：1
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Since quality of services becomes the important facet for organizations in the competitive venue, understanding how both the service consumers and service employees' perceptions of service delivery and consumption is what should be the main focus. Time and efforts are perceived vital during the service delivered, and consumed by the consumers, especially. Since the payment systems for hospitals in Taiwan have been changed into one-pay system of the National Health Insurance (NHI), Taiwanese hospital productivity change was reported that they experienced a significant productivity slowdown due to the declines in technology and quality of service, although the efficiency of most hospitals received significant improvement.
Through the compiled literatures reviewed, previous findings, and various methodologies development, this study proposed the importance of time and efforts perception perceived by nurses and patients at both public and private hospitals, which will show the influences on service quality and customer satisfaction. This perception can be identified to evaluate the convenience of the service, the quality of the service, and customer satisfaction received from the service sites. Moreover, the results of this study were found that service employees' (nurses) understanding of service climate and a set of extra role behaviors are important during the service delivery

ACKNOWLEDGEMENT	I
ABSTRACT	II
TABLE OF CONTENTS	III
LIST OF TABLES	VII
LIST OF FIGURES	IX
CHAPTER ONE	1
1.1 Research Background and Motivation	1
1.2 Research Objectives	7
1.3 Research Procedure	9
1.4 Structure of the Study	10
CHAPTER TWO	12
2.1 Defining Related Research Constructs	15
2.1.1 Servicescape	15
2.1.2 Service-oriented Organizational Citizenship Behaviors	17
2.1.3 Service Climate	20
2.1.4 Service Convenience	23
2.1.5 Service Evaluation	29
2.2 Defining Construct Relationships and Hypothesis Developments	32
2.2.1 Relationship between Service-oriented OCB and Service Convenience	32
2.2.2 Relationship between Service Climate and Service-oriented OCB	33
2.2.3 Relationship between Servicescape and Service Convenience	34
2.2.4 Relationship between Service Climate and Service Convenience	36
2.2.5 Relationship between Servicescape and Service evaluation	38
2.2.6 Relationship between Service Convenience and Service Evaluation	40
2.2.7 Relationship between Service Climate and Service Evaluation	42
CHAPTER THREE	44
3.1 The Conceptual Framework	44
3.2. Hypotheses to Be Tested	45
3.3 Study Scope	46
3.4 The Construct Measurement of This Study	46
3.4.1 Servicescape	47
3.4.2 Service-oriented OCB	48
3.4.3 Perceived Service climate	50
3.4.4 Service Convenience	52
3.4.5 Service Evaluation	53
3.5 Questionnaire Design	56
3.6 Sampling Plan	57
3.7 Data Analysis Procedures	57
CHAPTER FOUR	61
4.1 Descriptive Analysis	61
4.1.1 Data Collection	61
4.1.2 Respondent Characteristics	62
4.1.3   Measurement Results for Relevant Research Variables	63
4.2 Results of Factor Analysis and Reliability Tests	67
4.2.1 Perceived Servicescape	68
4.2.2 Service-oriented Organizational Citizenship Behavior (OCB)	69
4.2.3 Service Climate	70
4.2.4 Perceived Service Convenience	70
4.2.5 Service Evaluation	71
CHAPTER FIVE	73
5.1 Comparison of Research Constructs under Different Levels of 	
Servicescape, Service-oriented OCB, and Service Climate	73
5.1.1 Servicescape Influencing Service Convenience and Service Evaluation	73
5.1.2 Service-oriented OCB Influencing Service Convenience and Service Evaluation	75
5.1.3 Service climate Influencing Service Convenience and Service Evaluation	77
5.2 Relationships among Research Constructs	80
5.2.1 The Influence of Service-oriented OCB on Service Convenience	80
5.2.2 The Influence of Service Climate on Service Oriented OCB	83
5.2.3 The Influence of Servicescape on Service Convenience	84
5.2.4 The Influence of Service Climate on Service Convenience	86
5.2.5 The Influence of Servicescape on Service Evaluation	87
5.2.6 The Influence of Service Convenience on Service Evaluation	88
5.2.7 The Influence of Service Climate on Service Evaluation	90
5.3 Comparisons for Differences in Service Perceptions	91
5.3.1 Comparing Perceptions of Service by Respondent Types	91
5.3.2 Comparing Service Perceptions by Hospital Types	93
5.4 Testing the Full Model using Structural Equation Model	94
6.1 Research Conclusion	103
6.2 Managerial Implication from the Study	106
6.3 Research Limitations	108
6.3.1 Sampling Errors	108
6.3.2 Questionnaire Development	108
6.4   Suggestions for Further Research	109
REFERENCES	110
APPENDIX	119

 
LIST OF TABLES

Table 2-1 Service Characteristics	14
Table 2-2 Serivce Conveneince	27
Table 3-1 Hypotheses to Be Tested in This Study	45
Table 3-2 Scope of the study	46
Table 3-4-1 Scale of Servicescape adopted for this study	48
Table 3-4-2 Scale of Service-oriented OCB adopted for this study	50
Table 3-4-3 Scale of Perceived Service Climate adopted for this study	51
Table 3-4-4 Scale of Service Convenience adopted for this study	52
Table 3-4-5 Scale of Service Evaluation adopted for this study	55
Table 4-1 Characteristics of Nurse Respondents	62
Table 4-2 Characteristics of Patients Respondents	63
Table 4-3 Descriptive Statistics of the Constructs and Items	64
Table 4-4 Results of Reliability Tests on Servicescape at Hospital	68
Table 4-5 Results of Reliability Tests on Service-oriented OCB at Hospital	69
Table 4-6 Results of Reliability Tests on Service Climate at hospitals	70
Table 4-7 Results of Reliability Tests on Service Convenience at Hospitals	71
Table 4-8 Results of Reliability Tests on Service Convenience at Hospitals	72
Table 5-1 Cluster Analysis of Servicescape	74
Table 5-2 Hit Ratio of Servcicescape	74
Table 5-3 Comparison among Research Variables with Servicescape at Different Levels	75
Table 5-4 Cluster analysis of Service-oriented OCB	76
Table 5-5 Hit Ratio of Service-oriented OCB	76
Table 5-6 Comparison Research Variables with Service-oriented OCB at Different Levels	77
Table 5-7 Cluster Analysis of Service Climate	78
Table 5-8 Hit Ration of Service Climate	78
Table 5-9 Comparison among Research Variables with Service Climate at Different Levels	79
Table 5-10 Regression Model for Service-oriented OCB influencing Service Convenience	81
Table 5-11 Canonical Correlation Tests between Service OCB and Service Convenience	83
Table 5-12 Regression Analysis for Service Climate Influencing Service-oriented OCB	84
Table 5-13 Regression Model for Servicescape and Service convenience	85
Table 5-14 Regression Model for Service Climate and Service Convenience	87
Table 5-15 Regression Model for Servicescape and Service Evaluation	88
Table 5-16 Results of Canonical Correlation between Service Convenience and Service Evaluation	90
Table 5-17 Regression Model for Service Climate and Service Evaluation	91
Table 5-18 Comparisons of Different Service Perceptions by nurses vs. patients	93
Table 5-19 Comparisons of different service perceptions by hospitals types	94
Table 5-20 Results of SEM for this study	100
Table 6-1 Results of the Hypotheses Tested for the study	104
 
LIST OF FIGURES



Figure 1 Flow chart of the study process	10
Figure 3-1 The Proposed Conceptual Framework	45
Figure 5-1 Result of CFA of Servicescape	96
Figure 5-2 Result of CFA of Service-oriented OCB	96
Figure 5-3 Result of CFA of Service Climate	97
Figure 5-4 Result of CFA of Service Convenience	97
Figure 5-5 Result of CFA of Service Evaluation	98
Figure 5-6 Structural Equation Modeling of This Study	99
                                    

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