在服務業，服務人員與顧客間的關係是促成交易完成的重要因素，然而，這段關係相當難以維持與發展。因此不論在學界或業界，皆致力於鼓勵服務人員展現適當的服務行為來滿足顧客不同的需求，而本研究整合社會資訊處理理論、期望理論與社會交換理論，驗證服務導向領導對於服務氣候的直接影響，以及服務氣候與知覺主管支持與對銷售與顧客導向行為的影響，此外，並探討服務氣候是否在服務導向領導及銷售與顧客導向行為之間，扮演中介角色。
	故本研究以國內行動裝置通訊商之門市店長與門市服務人員作為研究對象，以問卷方式回收125份門市店長與599份門市員工之資料，採用階層線性模型（HLM, Hierarchical linear modeling）進行分析。結果發現，服務導向領導會正向影響服務氣候的形成，服務氣候與知覺主管支持則皆會正向影響服務人員顧客導向行為的展現，更重要的是，服務導向領導會透過服務氣候，對服務人員的顧客導向行為產生正向影響。針對上述結果，本研究提出理論意涵與管理實務。

The quality of a salesperson’s relationship with his or her customers is an important contributor to sales success; however, these relationships can be difficult to develop and maintain. Managers and scholars have thus been engaged in encouraging service employees to exhibit appropriate selling behaviors to meet a variety of customer needs.  The purposes of the study are to investigate the influences of service-oriented leadership, service climate, and perceived supervisor support on customer-oriented and sales-oriented selling behaviors and examine the mediating role of service climate between service-oriented leadership and selling behaviors. 
Data was collected from 125 managers and their 599 service employees in mobile device stores and analyzed using two-level hierarchical linear modeling. The results show that service-oriented leadership and service climate had positive influences on service employees’ customer-oriented selling behavior, and perceived supervisor support had a positive effect on customer-oriented selling behavior. In addition, service-oriented leadership had had effects on customer-oriented selling behavior through service climate. Both theoretical and practical implications are discussed.

目錄
目錄	IV
圖目錄	V
表目錄	VI
第一章 緒論	1
第一節　研究背景	1
第二節　研究動機	3
第三節　研究目的	5
第四節　研究流程	5
第二章 文獻探討	7
第一節  服務導向領導	7
第二節  服務氣候	11
第三節  銷售導向/顧客導向	15
第四節  知覺主管支持	19
第五節  服務導向領導與服務氣候的關係	21
第六節  服務氣候與銷售/顧客導向關係	23
第七節  知覺主管支持與銷售/顧客導向行為關係	24
第八節  服務氣候之中介效果	25
第三章 研究方法	27
第一節　研究架構	27
第二節　研究設計	28
第三節　變數衡量	29
第四章 結果與討論	33
第一節　敘述統計	33
第二節　信效度分析	36
第三節　差異分析	39
第四節　相關分析	44
第五節　迴歸分析	45
第六節　階層線性模式	46
第七節　中介效果之影響	57
第五章 結論與建議	59
第一節  研究結論	59
第二節  理論意涵	63
第三節  實務意涵	64
第四節  研究建議與限制	66
參考文獻	68
中文文獻	68
英文文獻	70
附錄 問卷	84
附錄ㄧ　門市店長版	84
附錄二　服務人員版	86

圖目錄

圖1   1 研究架構圖	6
圖3   1 研究流程圖	27


 
表目錄
表4 - 1門市店長樣本特性	34
表4 - 2門市服務人員樣本特性	35
表4 - 3門市服務人員樣本特性(續)	36
表4 - 4研究變數之收斂效度表	37
表4 - 5變數之信度表	38
表4 - 6分店層級之內部一致性組合信度表	39
表4 - 7服務人員層級之內部一致性組合信度表	39
表4 - 8店長性別與各變數間的差異分析-分店層級	40
表4 - 9店長教育程度與各變數間的差異分析-分店層級	40
表4 - 10店長年齡與各變數間的差異分析-分店層級	41
表4 - 11店長年資與各變數間的差異分析-分店層級	41
表4 - 12性別與各變數間的差異分析-員工層級	42
表4 - 13教育程度與各變數間的差異分析-員工層級	42
表4 - 14年齡與各變數間的差異分析-員工層級	43
表4 - 15年資與各變數間的差異分析-員工層級	43
表4 - 16相關分析-分店層級	44
表4 - 17相關分析-服務人員層級	45
表4 - 18服務導向領導對服務氣候的影響	46
表4 - 19服務導向領導與服務氣候之聚集	47
表4 - 20服務氣候對銷售導向行為跨層次分析	50
表4 - 21服務氣候對顧客導向行為跨層次分析	53
表4 - 22知覺主管支持對銷售導向行為階層線性分析	55
表4 - 23知覺主管支持對顧客導向行為階層線性分析	57
表4 - 24中介效果檢定	58
表4 - 25本研究假設檢驗結果	58

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