從公平觀點探討顧客公民行為之前因

Exploring the Antecedents of Customer Citizenship Behavior: From the Justice Perspective

冀逸婕(Yi-Chieh Chi)

指導教授 ： 汪美伶

淡江大學/商管學院/企業管理學系碩士班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00892

摘要

在競爭激烈的服務業，如何維持服務人員與顧客之間的關係是首要目標，根據過往研究可以發現員工與顧客是否感受到公平，會影響員工與顧客分別執行對企業有利的顧客導向行為與顧客公民行為。因此本研究運用「公平理論」與「社會交換理論」探討員工知覺公平對於顧客導向行為的直接影響，顧客導向行為對於顧客知覺公平的直接影響，顧客知覺公平對於顧客公民行為的直接影響，以及顧客導向行為對於顧客公民行為的直接影響。此外，探討顧客導向行為是否在員工知覺公平與顧客知覺公平之間扮演中介角色，顧客知覺公平是否在顧客導向行為與顧客公民行為扮演中介角色。本研究以國內高單價鐘錶與功能性鞋墊之服務人員與顧客做為研究對象，以問卷方式回收60份服務人員與222位顧客之資料，採用階層線性模式進行分析。結果發現顧客導向行為對於顧客知覺公平具有正向影響，顧客知覺公平對於顧客公民行為具有正向影響，顧客導向行為對於顧客公民行為具有正向影響。顧客導向行為會透過顧客知覺公平影響顧客公民行為。針對上述結果，本研究提出理論意涵與管理實務。

關鍵字

員工知覺公平 ； 顧客知覺公平 ； 顧客導向行為 ； 顧客公民行為

並列摘要

Encountered with fierce competition in service industry, to maintain salespeople’s relationship with their customers is important.According to past studies, perceived justice on salesperson and customers are significance. It can affect both salespeople and customers to do something like customer orientation behaviors and customer citizenship behaviors that are better for enterprise growth. The purpose of the study is to investigate the influence of perceived justice of employees, customer orientation behavior, perceived justice of customers, customer citizenship behavior, and examine the mediating role of customer orientation behavior between perceived justice of employees and perceived justice of customers, the mediating role of perceived of customers between customer orientation behaviors and customer citizenship behaviors. Data was collected from 60 employees and their 222 service customers in watch shop and functional insole shop and analyzed using hierarchical regression. The results showed that customer orientation behavior had positive effects on perceived justice of customers, perceived justice of customers had positive effects on customer citizenship behavior, and customer orientation behavior had positive effects on customer citizenship behavior. In addition, customer orientation behavior had effects on customer citizenship behavior through perceived justice of customers. Both theoretical and practical implications are discussed.

並列關鍵字

perceived justice of employee ； perceived justice of customer ； customer-oriented behavior ； customer citizenship behavior

參考文獻

吳家齊(2014)。服務氣候與顧客忠誠度關聯性之跨層次研究。淡江大學企業管理學系碩士班學位論文。

吳師豪、方姵勻(2016)。討好顧客還是友善社會? 企業社會責任，關係投資，關係品質對顧客公民行為的影響。企業管理學報，(111)，33-65。

汪美伶(2015)。服務氣候，顧客導向行為與顧客情感承諾關聯性之探討。人力資源管理學報，15(1)，27-54。

林少龍、楊濱燦、駱少康(2016)。工作要求與工作控制的交互作用對倦怠與學習努力之影響：公平知覺之干擾角色。臺大管理論叢，26(2)，239-272。

林明杰、李信達(2011)。組織社會化程度，授權賦能認知對個人創新行為影響之研究：顧客導向行為的中介效果。科技管理學刊，16(2)，53-80。