Dr Henry Fock is honoured to win the Best Paper Award with Professor Flora Chiang at the prestigious international marketing conference


霍廣賢博士榮幸能與蔣鳳桐教授獲得享譽國際的Academy of Marketing會議頒發最佳論文獎

Date: 17 Jul 2017 (Monday)

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Two business scholars win Best Paper Award in top international conference

工商管理學院兩學者喜獲頂尖國際會議最佳論文獎

Professor Flora Chiang of the Department of Management and Dr Henry Fock, Head of the Department of Marketing, won the Best Paper Award at the recent 50th Academy of Marketing Conference held at the University of Hull in the UK. Their co-authored paper won in the category of track services and customer relationship management.

Entitled “The Influence and Rewards and Shared Vision on Customer-Oriented Behaviour and Service Quality”, the paper applied an inventive angle to study how a shared vision within an organisation contributes to its services and customer relationship efficiency and effectiveness.

Contrary to the literature suggesting that intrinsic job factors such as job characteristics enhance employee motivation, the study’s findings suggested that extrinsic rewards (e.g. pay satisfaction) are more effective than intrinsic rewards (e.g. job satisfaction) in influencing customer-oriented behaviours (COB). In addition, the findings indicated that managerial actions that promoted COB will be important for full realisation of the potential benefits of COB. Encouraging employees to become more customer-driven requires more than just rewards. It also requires that employees develop and embrace a shared vision.

The Academy of Marketing Conference is an annual event notable for the excellence of the scholars that it attracts from worldwide. This year, the Conference was hosted by the Business School of the University of Hull with the theme “Freedom Through Marketing: Looking Back, Going Forward”.

管理學系蔣鳳桐教授與市場學系系主任霍廣賢博士的合著論文,題為「The Influence and Rewards and Shared Vision on Customer-Oriented Behaviour and Service Quality」,最近在英國赫爾大學舉行的第50屆Academy of Marketing會議上,獲選為服務與客戶關係管理組別的最佳論文。

得獎論文以創新角度,研究企業如何透過訂立共同願景,以提升其服務和與客戶關係的管理效率與成效。

是次研究發現外在因素(如薪酬滿意度)較內在因素(如工作滿足感)更能有效影響以客戶為主導的服務行為,有別於過往研究文獻所提出的內在因素更能提升員工積極性的結論。研究亦指出,企業需制訂以客戶為主導的服務行為作為管理策略,才能充分實踐它的潛在優勢。除了固有的獎勵報酬,企業亦需協助員工建立和認同以客為先的共同願景,以鼓勵員工積極實踐。

每年一度的Academy of Marketing會議為歐洲業內著名的國際會議之一,每年均吸引全球頂尖學者參加。今年會議由英國赫爾大學商學院舉辦,主題為「Freedom Through Marketing: Looking Back, Going Forward」。