The public hospitals in Taiwan are facing the change of public responsibilities that they used to have and on the other hand encountering the fierce competition caused by National Health Insurance. As a consequence of this, public hospitals need to adjust their managerial model, like mergers for example, in order to coordinate their core competence and lower their cost in administration. However, the changes of organizations will cause the job insecurity of employees and further to affect their working attitudes. In hospitals, nursing staff forms the biggest proportion of employees. In this study, we examined the merger of Kaohsiung Municipal United Hospital in 2003. We investigated the job insecurity and working attitudes of nursing staff by questionnaires in the end of 2002 (before the merger) and in the end of 2003 (one year later of the merger) separately. By analyzing those questionnaires we explored the influences of job insecurity on working attitudes, and we also compared the differences of nursing staff¡¦s working attitudes in two hospitals. The findings are: 1. The more job insecurity that nurses got, the worse their job satisfaction will be. 2. The job insecurity and working attitudes of nursing staff will be different based on their different personal characteristics, including the hospital they belonged to, the ages, marriage status, education, levels of position, and their contract types. 3. The influences of job insecurity on job satisfaction, organizational commitment, and intention to quit will be different based on different hospitals. 4. The influences of job insecurity on job satisfaction will be different before and after merger.

In the recent years, due to the rapid advance of internet technology and its characteristics such as boundary-less, low cost, high-speed, and two-way communication, the airline companies have created websites and employed internet as a marketing tool to sell tickets directly to end-customers via the airline websites. This trend is gradually replacing the traditional technique such as selling the tickets via travel agencies. There are two major advantages of selling tickets via the airline websites. First, it could reduce the commission fee paid to the intermediary effectively; secondly, due to the utilization of electronic ticketing system, the airline companies could further reduce its overall operating cost by 10%. Thus, increasing number of firms, including the six major airline companies in Taiwan, in the airline industry are switching the ticket-selling channel to online-selling. However, it is uncertain whether the functional service provided by the airline companies in Taiwan meets the needs and expectation of the customers. Therefore, the survey developed in this research aims to confer three aspects of existing service of the major Taiwanese airline companies; these three aspects include: the service quality of the online ticketing system, customer satisfaction, and behavior intention. Furthermore, the research takes a step further to discuss the relationship between these three aspects and whether acknowledgement-differences occur between customer attribute and customer spending-behavior toward these three aspects. The findings of this research are as follows: 1. The five major factors that constitute service quality are positively related with customer satisfaction. Among the five, ¡§service convenience¡¨ has the greatest effect on customer satisfaction. 2. The five major factors that constitute service quality are highly and positively related with the ¡§customer loyalty¡¨ factor under the behavior intention aspect. 3. Customer Satisfaction is highly and positively related with the ¡§customer loyalty¡¨ factor under the behavior intention aspect; but it is unrelated with ¡§pay more¡¨ and ¡§switching and complaint¡¨. 4. The two Taiwanese airlines, China Airline and Eva Airline, which serves international route on a regular basis, outperforms the other four national airline companies ¡]Trains Asia Airways¡BFar Eastern Air Transport¡BMandarin Airlines¡BUni Air¡^on ¡§service tangibility¡¨ and ¡§service customization.¡¨ 5. The major customer for purchasing air tickets online is characterized by: younger age (21~35), high education, male and heavy internet user. Keywords: Service Quality, Customer Satisfaction, Behavior Intention,Online-Ticketing, Electronic-Ticket, Airline Companies

The research was conducted by stratified random sampling. A structural questionnaire on the basis of the Theory of Planned Behavior (TPB) is designed as study instrument for data collection in this research aimed to study the influential factors on the lifelong learning (LLL) behavioral intention of nursing staff and the satisfaction with LLL passport. Seven hundreds and fifty questionnaires were distributed and 451 copies returned, which made up 60.13% of returning rate. Among the returned questionnaires, 433 were effective samples and returning rate of returning samples was 57.73%. Collected data were computed by SPSS/PC10.0. Computing results shown that average age of subjects was 30.7 and average working seniority of them was 9 years. Research results indicated that there was a positive attitude (with 70.44% of support) towards LLL behavioral intention and 65.75% of overall satisfaction of the implementation of LLL passport. Results also found that, among all of the factors, the participants¡¦ age, working seniority, number of children, job position, educational background, attitude towards LLL, perceived behavioral control, and subjective norm of environmental support including support from administrators, overcoming obstacles from family, support from colleagues and families, and backup from working shift table and manpower positively correlated with their LLL behavioral intention(p<.01). Nevertheless, attribute of working unit was found to have negative correlation with LLL behavioral intention(p<.01). While participants¡¦ job position, educational background, attitude towards LLL, perceived behavioral control, and subjective norm of environmental support consisting of support from nursing unit and administrators, overcoming obstacles from family, and support from colleagues and families indicated positive correlations with satisfaction with LLL passport(p<.01), attribute of working unit revealed negative correlation(p<.01). The above results have verified and echoed Ajzen¡¦s (1985) Theory of Planned Behavior (TPB). The theory was to evaluate one¡¦s behavioral intention based on one¡¦s attitude, perceived behavioral control, and subjective norm. In this study, the perceived behavioral control has the highest influence (84.19%). In addition, there was a positive correlation between nursing staff¡¦s LLL behavioral intention and their satisfaction with LLL passport. Furthermore, by using regression analysis, the results shown that factors such as ¡§support from colleagues and families¡¨, ¡§support from nursing unit and administrators¡¨, and ¡§backup from working shift table and manpower¡¨ could be used as predictors to LLL internal behavioral intention and satisfaction with LLL passport. The overall prediction variance of these three factors reached 34% and ¡§support from colleagues and families¡¨ was the highest (29.5%) among all. In conclusion, except factor of personal characteristics, if working shift and manpower factors could be overcome when nursing staffs are participating in LLL activities, and meanwhile with support of colleagues, families, and administrators, the LLL behavioral intention and satisfaction with LLL passport could be enhanced. The researcher suggested that the results of this study could be used by pertinent units and nursing administrators to build a sound human resources system, establish a learning organization, propel incessant professional development, and help promote nursing staff¡¦s professional accomplishments and competition.

This study is attempted to the discovery critical factors of employee¡¦s e-Learning system use intention that may help companies understand for e-learning effective implement plans. It starts from literature review for getting the subjects of critical factors of enterprise e-learning and then we integrated technology acceptance model with subjective norm , system flexibility, e-Learning content richness, evaluation and records, e -Learning self-efficacy as the antecedents of perceived usefulness(PU) and perceived ease of use(PEU) Data were collected from seven implemented e-learning companies.. And analysised this structural equation model with SEM. The findings of this study present that employee¡¦s e-learning use intention and attitude are affected and guided by PU, PEOU has less influences power , Subjective norm ,system flexibility, e-Learning content richness are antecedent of PU, User support , e-Learning content richness and e-Learning self-efficacy are PEU¡¦s antecedents. Finally, we made some suggestion for practice and other researcher¡¦s base on the result

A Study on the relationships between financial advisors¡¦ perceived quota difficulty, customer orientation, job satisfaction and turnover intention- Using Kaohsiung area wealth management banking sector as an example Abstract: In retrospect over the changes of past few decades, service industry has gradually become the largest industry in Taiwan and wealth management banking services has become the most desired financial services over the past few years. Despite that wealth management service has already been in existence in the western world for a long period of time, it is still in its infant stage for the domestic banking sector. In the face of fierce competition, gaining highest profit with lowest risk has been the objective of every bank in Taiwan. How to strengthen the service quality, enhance productivity and retain qualified financial advisor has been financial players¡¦ utmost goal. Thus, this study aims to study the relationships between financial advisors¡¦ perceived quota difficulty, customer orientation, job satisfaction and turnover intention. This research utilizes questionnaire study method and using SPSS for Windows as the tool to conduct statistical analysis, including reliability test, descriptive analysis, ANOVA test, correlation and regression analysis. The research findings are as follow: 1. There has been partial significant difference for individual variables¡¦ with respect to their perceived quota difficulty, customer orientation, job satisfaction and turnover intention 2. There are significant negative correlations between financial advisors¡¦ perceived quota difficulty and customer orientation as well as job satisfaction. 3. There are significant positive correlations between financial advisors¡¦ perceived quota difficulty and turnover intention. 4. There are significant positive correlations between financial advisors¡¦ customer orientation and job satisfaction. 5. There are significant negative correlations between financial advisors¡¦ customer orientation and turnover intention. 6. There was no significant evidence of mediation for customer orientation with respect to perceived quota difficulty and job satisfaction. Given the research results, the financial institutions should seriously look into setting up a reasonable sales quota while simultaneously stress the importance of customer oriented service. The human resources department should establish a comprehensive and thorough benefit policy and training program to enhance employee job satisfaction and reduce turnover intention. On balance, customers and employees are the two most valuable assets for a firm. Only happy employees and excellent service quality can create utmost value and profit for a firm. Key words: wealth management, salespeople (financial advisor), perceived quota difficulty, customer orientation, job satisfaction, turnover intention.

Factors Influencing Corporate Social Responsibility Behavior: Test of An Integrated Stakeholder Model Abstract Lots of serious ethics crises and the violations of corporate social responsibility happened in domestic business community in recent years. These serious cases emerged in business not only have affected different parties¡¦ rights, but also caught the close attention from the public. Bunches of dangerous events and issues happened in the perspective of ethics crises also attracted the researcher¡¦s motive. This research, based on the viewpoint of the interested party ¡V the stakeholder, aims at understanding the development of CSR in Taiwan and building the research context. On the other hand, this study reviews the domestic and international literatures related to CSR in order to explore the whole concept of CSR development, the development stages, comprehensive theories in discussion of CSR, and finally to define relative stakeholders and the levels of CSR, while enterprise managers fulfilling their CSR. This research has applied 300 valid questionnaires from the top 1000 manufacturing industries in Taiwan to do the empirical investigation and statistical analysis. Meanwhile, in order to increase the validity, the study has searched 2,103 available news through the access of media¡¦s database (http://udn.com) to understand the CSR behaviors of top 1000 Taiwanese manufacturing industries, and further to do cross analysis with empirical investigation for the purpose of understanding their relationship. Therefore, as the research findings show, while enterprise managers carry out the CSR behavior intention of different interested parties, the factor of their behavior intention shows apparently positive effect on the perspectives of ¡§the community¡¨ and ¡§the shareholder¡¨; conversely, the factor doesn¡¦t show significant effect on ¡§the customer¡¨ and ¡§the employees¡¨. In addition, according to attitude belief of different CSR levels, there is the apparently positive effect between ¡§heteronomy responsibility¡¨ and ¡§autonomy responsibility¡¨. The empirical results also demonstrate the positive correlation between CSR behaviors presented in the past time and those presented in the future. In terms of cross analysis between CSR empirical model and the characteristics of CSR media reports, except ¡§community responsibility¡¨, higher intention and higher behavior presenters have better performances while facing positive and self-discipline news. Finally, the study suggests that it is necessary to enhance the attitude and belief of ¡§community responsibility¡¨, as well as of ¡§shareholder responsibility¡¨ in order to improve the fulfillment of CSR.

In recent years there has been growing interest in the concept of Person-Environment¡]P-E¡^Fit. Under the umbrella term of P-E fit, researchers have distinguished between specific types of fit¡GPerson-Organization¡]P-O¡^Fit and Person-Job¡]P-J¡^Fit . This study examines the employees¡¦ actual P-O fit and perceived P-J fit, and both types of fit as predictors of work passion, job satisfaction and turnover intention. The Q-sort approaches and the Organizational Culture Profile¡]OCP¡^adapted from Cable and Judge¡]1996¡^were used as the instrument for assessing Person-Organization fit. Furthermore, this paper examines the potential interaction between the P-O fit and the P-J fit. If such an interaction is significant , both types of fit can be a moderator for each other. Survey data collected from 277 employees of Taiwan Power Company are analyzed. The results show that: ¡]1¡^the person-organization fit calculated by correlating OCP1¡]characteristics of firms¡^ and OCP2¡]individual preferences for the characteristics of firms¡^ ranged from ¡V1 to 1¡]the¡©correlation coefficient¡ªis between -1 and 1 as expected¡^. ¡]2¡^Both P-O fit and P-J fit have positive impact on work passion and job satisfaction, respectively.¡]3¡^Both P-O fit and P-J fit have negative impact on turnover intention.¡]4¡^No significant interaction was found between the two types of fit and they are weakly related¡]r=.043¡^

Abstract With the trend of liberalization in the domestic financial market in recent years, domestic banking, which operates conservatively all the time, encounters structural changes plus establishment of new banks, tremendous growth of direct finance, spread shortness of traditional deposit business and additional competition with non-bank organizations. Domestic banking has difficulty in making profits little by little and bank organizations adjust their operating strategy to response to these changes of new financial situation. Under the circumstances of decreasing spread of traditional deposit, fee income is regarded as another crucial source of banks¡¦ profits. Therefore, fortune management business becomes an objective that domestic banks and foreign banks strive for; thus, finance management service for banks¡¦ VIP becomes a significant part of banks¡¦ ¡§Fortune Management.¡¨ The objective of the thesis lies in discussing the research in operating strategy of fortune management business of banking. By means of understanding customers¡¦ opinions about service quality of fortune management business, customer satisfaction, trust, promise, e-commerce service and customer relationship management, and repurchase intention, adopt questionnaires issued to customers of banks which offer fortune management service in Kaohsiung City as information sources for empirical research. Then, compile statistics to gain information relevant to the research and propose the conclusion and suggestion. The thesis is expected to be beneficial for existing banks that offer fortune management service and prospective banking intends to add this service in drafting operating strategy, and make contribution to competent authorities of the government and savants related to the research.

Abstract The 21st century globalization and liberalization pose distinctive human resource management challenges to businesses especially those operating across national boundaries as multinational or global enterprises (Huselid, 1995). According to Huselid (1995), strategic human resource management primary should be emphasized to ensure that managers and employees are adjusting and accepting their organizational human resource practices in their daily work, thus, the human resource management practices appear to be more essential. The study attempted to gain a better understanding of the human resource management practices in hairdressing salon service industry in Taiwan by analyzing the relationships between employee¡¦s technical skill and organizational commitment on work performance. The data was collected by the researcher using mailing and delivering questionnaires. The sample size included 500 hair stylists from north, central, and south of Taiwan. There were 307 questionnaires and the return rate was 61.4%. The data was analyzed by descriptive statistics, Pearson correction analysis, and Structure equation modeling. The results of this study were as follows: 1. The perception of hair stylists on the human resource management practices showed high in employment security, then in decrease status distinction, training, contingent and compensation. 2. The organizational commitment and technical ability showed positive corrections on human resource system. In addition, the influence on the organizational commitment is greater than on the technical ability. 3. There was a negative relationship between organizational commitment and turnover intention. 4. There was a positive relationship between technical skill and work performance. 5. The work performance could be improved by using the intermediary result of technical ability from the human resource management practices. 6. There was a negative relationship between turnover intention and human resource management practices.

This research is trying to understand the relationship between spokesperson and athletic products. With the increasing competing markets, major athletic brands are focusing on marketing strategies in order to attract and obtain consumers. Among them, brand¡¦s marketing is extremely important to sports industry. This is because the enterprise can attract consumer¡¦s attention through its spokesperson and represent their unique characteristics to promote its products. Using spokesperson to endorse its brand is a bridge to communicate with the consumers. The successful career of a professional sports endorser will create an image for the brand, which will lead the consumers belief by wearing the products will have the similar and expected results. When a brand decides on its spokesperson, it is based on the spokesperson¡¦s public image and personal characteristics. First of all, the enterprise will consider if the spokesperson¡¦s image is positive, then they will review if his/her characteristics fit well with their athletic products. This research will related spokesman from western countries for examination on the relationship of the spokesperson with brands and regarding the buying effects on consumer. According to Ohanian¡¦s (1991) research paper, celebrity endorser¡¦s source credibility, contains three dimensions: attractiveness, trustworthiness, and expertise, has positive impact on consumers¡¦ purchase intent. This research proved that the source credibility theory applies to sports brands¡¦ marketing in Taiwan market as well. The research findings not only confirm with Ohanian¡¦s theory, but also discovered one additional factor, exposure, that affect consumers¡¦ perception on endorser¡¦s credibility, but also influence consumers¡¦ intention to purchase. Based on the initial findings, the study then designed questionnaire for survey for the consumers. The survey results proved that endorser¡¦s exposures have significant impact on the consumers. When the Exposure Effect enhances the endorser¡¦s attractiveness, the endorser¡¦s source of credibility affects consumer¡¦s buying perception. Thus, the study suggests the sports brand marketers, for better marketing values, to investigate the endorser¡¦s media exposures, in order to elevate consumers¡¦ buying intention.