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。

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.

目錄	I
圖目錄	III
表目錄	IV
第一章	緒論	1
第一節	研究背景	1
第二節	研究動機	4
第三節	研究目的	8
第四節	研究流程	8
第二章	文獻回顧	10
第一節	員工知覺公平	10
第二節	顧客導向行為	18
第三節	顧客知覺公平	26
第四節	顧客公民行為	29
第五節	員工知覺公平與顧客導向行為之關係	39
第六節	顧客導向行為與顧客知覺公平之關係	41
第七節	顧客知覺公平與顧客公民行為之關係	42
第八節	顧客導向行為與顧客公民行為之關係	44
第九節	顧客導向行為之中介效果	45
第十節	顧客知覺公平之中介效果	46
第三章	研究方法	48
第一節	研究架構	48
第二節	研究設計	49
第三節	變數衡量	50
第四章	結果與討論	53
第一節	敘述統計	53
第二節	信效度分析	55
第三節	差異分析	58
第四節	相關分析	67
第五節	迴歸分析	71
第六節	階層線性模式	73
第七節	顧客導向行為中介效果之影響	90
第八節	顧客知覺公平中介效果之影響	91
第九節	綜合討論	95
第十節	補充分析	99
第五章	結論與建議	100
第一節	研究結論	100
第二節	理論意涵	105
第三節	實務意涵	109
第四節	研究建議與限制	111
參考文獻	113
中文部分	113
英文部分	114

圖目錄
圖 1-1研究流程	9
圖 3-1研究架構圖	48

表目錄
表4-1服務人員樣本特性	54
表4-2顧客樣本特性	55
表4-3研究變數之收斂效度表	56
表4-4變數之信度表	57
表4-5服務人員層級之內部一致性組合信度表	58
表4-6顧客層級之內部一致性組合信度表	58
表4-7服務人員性別與各變數間的差異分析─服務人員層級	59
表4-8服務人員婚姻狀況與各變數間的差異分析	59
表4-9服務人員年齡與各變數間的差異分析	60
表4-10服務人員正職工作時間與各變數間的差異分析	60
表4-11服務人員年資與各變數間的差異分析	61
表4-12顧客性別與各變數間的差異分析	62
表4-13顧客婚姻狀況與各變數間的差異分析	63
表4-14顧客年齡與各變數間的差異分析	64
表4-15顧客再度光臨店家間隔時間與各變異數間的差異分析	65
表4-16顧客單次平均購買金額與各變異數間的差異分析	66
表4-17顧客停留時間與各變項之差異分析	67
表4-18相關分析─服務人員層級	69
表4-19相關分析─顧客層級	70
表4-20員工知覺公平對顧客導向行為的影響	71
表4-21員工知覺公平對功能性顧客導向行為的影響	72
表4-22員工知覺公平對關係性顧客導向行為的影響	73
表4-23顧客導向行為之聚集	74
表4-24顧客導向行為對顧客知覺公平跨層級影響分析之結果	78
表4-25顧客知覺公平對顧客公民行為階層線性分析之結果	83
表4-26顧客導向行為顧客公民行為階層線性分析結果	86
表4-27顧客導向行為對回饋階層線性分析結果	87
表4-28顧客導向行為對宣傳階層線性分析結果	88
表4-29顧客導向行為對幫助階層線性分析結果	89
表4-30顧客導向行為對寬容階層線性分析結果	90
表4-31顧客導向行為中介效果檢定	91
表4-32顧客知覺公平中介效果檢定	93
表4-33本研究假設檢驗結果	94
表4-34員工知覺公平對顧客知覺公平階層線性分析之結果	99

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