在台日系百貨公司銷售人員服務導向組織公民行為對顧客信任與顧客自發行為之研究

A Study of service-oriented Organizational Citizenship Behaviors, Customers' Trust and Customer Voluntary Performance of Japanese-Affiliated Department Stores in Taiwan

楊濱燦(Bin-Tsann Yang)；鄭清揚(Ching-Yang Cheng)；陳思秀(Szu-Hsiu Chen)

服務導向組織公民行為 ； 顧客信任 ； 顧客自發行為 ； service-oriented organizational citizenship behaviors ； customers' trust ； customer voluntary performance

多國籍企業管理評論

2卷1期（2008 / 03 / 01）

95 - 114

繁體中文

許多企業已經逐漸領悟到顧客扮演著多樣化的角色，因此，若未能善用顧客資源，將會喪失其競爭優勢。為拓展顧客自發行為的知識領域，本研究經相關文獻整理後發現，針對顧客自發行為的研究確有所不足，首先，儘管已有針對顧客為何會產生自發行為所進行的研究，然並無針對服務人員表現出服務導向組織公民行為後，顧客是否會產生自發行為表現的研究，此外，針對組織公民行為的研究上亦比較偏重在人力資源方面的探討，而忽略了其在行銷領域方面的研究價值，然而Podsakoff and MacKenzie (1997)卻認為針對與顧客接觸的員工其組織公民行為應延伸至服務導向公民行為。且對於日系百貨的銷售人員而言，一般多認為其服務表現優於其他相關企業，但是，對銷售人員而言，表現出較優且有益於顧客的服務導向組織公民行為，而創造出與顧客之間的社會交換關係，是否顧客便能感受到員工的熱心對待與妥善服務，而產生如自發行為的回饋與協助等回報呢？再者，在許多影響顧客自發行為的研究中，信任受到相當的注意且被認為是提升顧客自發行為的關鍵因素之一，若信任感愈強，則顧客會比較積極從事自發行為的產生。而在Garbarino and Johnson (1999)的研究也發現，對顧客而言，信任是決定未來意向的主要因素，因此，本研究懷疑，是否在銷售人員表現出有利於顧客的服務導向組織公民行為後，顧客會因為產生信任的中介而引發顧客的自發行為呢？基於以上了論述，本研究之目的乃以服務導向組織公民行為為自變項，探討服務導向組織公民行為與顧客自發行為之關係，並透過顧客信任為中介機制作用，以進一步釐清此兩變項的關係。 本研究以台灣地區南、北部等在台日系百貨公司銷售人員及顧客為樣本對象進行問卷調查。獲得394份橫斷面的有效配對樣本，透過線性結構關係模式(LISREL)進行實證分析，驗證各變項間的因果路徑與研究假設的相符程度。研究結果顯示1.服務導向組織公民行為和與顧客自發行為之間多產生正向且顯著的影響效果。2.服務導向組織公民行為、顧客信任與顧客信任、顧客自發行為兩者皆產生顯著的正向影響。顯示服務導向組織公民行為、顧客自發行為透過顧客信任為中介變項後，其影響效果更為顯著。此外本研究亦提出研究之建議與實務之建議。

It's not hard to discover that in the past researches, the research direction of the Organizational citizenship behaviors is more focused on the aspect human resources, however the marketing aspect is somewhat neglected. The employees' voluntary act may seem minute at first, but it may have tremendous impact on the efficiency and image of the organization. As the market competition is more and more dramatic, many enterprises keep on expanding its productions resources which in turn make their clients working partners. Many enterprises gradually realize their clients play multiple roles, hence if the resources of their clients are not well utilized, they will loose their competition advantage. In order to enhance the knowledge base of the customer voluntary performance, this research uses Service-Oriented Organizational citizenship behaviors as the independent variables, and examines the relationship between the Service-Oriented Organizational citizenship behaviors and customer voluntary performance. In addition, to clarify the relationship of these two variables, customers' trust is utilized as the mediating mechanism. This research uses service staff at the counters and the customers at the Japanese-Affiliated department stores and in both south and north parts of Taiwan as our samples. With LISREL, we gained 394 valid cross-section matched samples to analyze and verify the causal path between each variable and, and the conformity of the research hypothesis. Our research result shows that between loyal Organizational citizenship behaviors, customer cooperating and participation manners results in negative impact. However, with loyal Organizational citizenship behaviors and customer loyal conduct results in positive effect, and so are service delivering Organizational citizenship behaviors and participation Organizational citizenship behaviors with customer voluntary performance. More so, Service-Oriented Organizational citizenship behaviors and customer voluntary performance with customers trust both have positive influences. Our results show that after Service-Oriented Organizational citizenship behaviors and customer voluntary performance become the mediating variables with customers trust, its effect becomes more re-mark-able.

1. Anderson, E. W.,Sullivan, M. W.(1993).The Antecedents and consequences of customer satisfaction for firms.Marketing Science,12(2),125-143.
2. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Academic Marketing science,16,76-94.
3. Bettencourt, L. A.(1997).Customer voluntary performance: Customers as partners in service delivery.Journal of Retailing,73(3),383-406.
4. Bettencourt, L. A.,Meuter M. L.,Gwinner K. P.(2001).A comparison of attitude person ality and knowledge predictors of service-oriented organizational citizenship behaviors.Journal of Applied Psychology,86(1),29-41.
5. Blau, P. M.(1964).Exchange and power in social Life.New York:John wiley, and sons.
6. Borman, W. C. (Eds.),Motowidlo, S. J.,N. Schmitt (Eds.)(1993).Personnel selection in organization.San Francisco:Jossey-Bass.
7. Bowers, M. R.,Martin, C.,Luker, A.(1990).Trading places: Employee as customer, cus-tomer as employees.Journal of Services Marketing,4,55-69.
8. Clark, M.,Isen, A.(1985).Toward understanding the relationship between feeling states and social behavior, in cognitive social hastorfand alice isen.New York:Elsevier North Psychology.
9. Doney, P. M.,Cannon, J. P.(1997).An Examination of the nature of trust in buyer-seller relationships.Journal of Marketing,61(1),35-51.
10. Garbarino, E.,Johnson, M. S.(1999).The Different roles of satisfaction, trust, and com-mitment in customer relationships.Journal of Marketing,63(2),70-87.
11. Howard, J. A.,Sheth, J. N.(1969).The Theory of buyer behavior.New York:John Willey and Sons.
12. Hui, C.,Lam, S. S. K.,Law, K. K. S.(2000).Instrumental values of organizational citizenship behavior for promotion: A field quasi experiment.Journal of Applied Psycholgy,63(2),70-87.
13. Katz, D.(1964).The Motivational basis of organizational behavior.Behavioral Science,9(2),131-146.
14. Kelley, H. H.,Thibaut J. W.(1978).Interpersonal relations: A theory of interdependence.New York:John Wiley and Sons, Inc.
15. Koys, D. J.(2001).The Effects of employee satisfaction, organizational citizenship behavior, and turnover on organizational effectiveness: A Unit- level, longitudinal study.Personnel Psychology,54(1),101-114.
16. Lambert, S. J.(2000).Added benefits: The link between work-life benefits and organizational citizenship behavior.Academy of Management Journal,43(5),801-815.
17. Lengnick-Hall, C. A.(1996).Customer contributions to quality: A different view of the customer-oriented firm.Academy of Management Journal,21,791-824.
18. Moorman, R. H.,Niehoff, B. P.(1993).Justice as a mediator of the relationship between methods of monitoring and organizational citizenship behavior.Academy of Management Journal,36(1),527-556.
19. Morgan, C.,Hunt, L.(1994).The Commitment-trust theory of relationship marketing.Journal of Marketing,58,20-38.
20. Mowday, P.,Steers.(1982).Employee organization linkage.New York:Academic Press.
21. Oliver, R. L.(1989).Postpurchase communication by consumers.Journal of Retailing,65(4),473-490.
22. Plymire, J.(1991).Complaints as opportunities.Journal of Services Marketing,5,61-65.
23. Podsakoff, P. M.,Mackenzie, S. B.(1997).The Impact of organizational citizenship behavior on organizational performance: A review and suggestions for future research.Human Performance,10(1),133-151.
24. Schneider, B.,Bowen, D. E.(1995).Winning the service game, boston.Massachusetts:Harvard business school press.
25. Singh, J.,Sirdeshmukh, D.(2000).Agency and trust mechanisms in consumer satisfaction and loyalty judgments.Journal of the Academy of Marketing Science,28(1),150-167.
26. Tansuhajm, P.,Randall, D.,McCullough, J.(1988).A Services marketing management model: Integrating internal and external marketing functions.The Journal of Service Mar keting,2(1),31-38.
27. Weiner, B.(2000).The Dimensionality of consumption emotion patterns and consumer satisfaction.Journal of Consumer Research,18(2),84-91.
28. 佐藤知恭(2002)。顧客忠誠經營。台北:羿慧文化事業有限公司。