顧客導向行為對顧客公民行為之影響

Examining the Influence of Customer-Oriented Behavior on Customer Citizenship Behavior

10.6846/TKU.2017.00863

吳文智

顧客導向行為 ； 顧客承諾 ； 顧客信任 ； 知覺善意 ； 顧客忠誠度 ； 顧客公民行為 ； Customer Oriented Behavior ； Customer Commitment ； Customer Trust ； Perceived Goodwill ； Customer Loyalty ； Customer Citizen Behavior

淡江大學企業管理學系碩士在職專班學位論文

2017年

碩士

汪美伶

繁體中文

隨著顧客導向銷售成為市場經營的主流，為了增進與顧客間的關係，許多服務人員在進行銷售時，皆會自發性做出顧客導向行為，以求達成銷售目標；然而在越來越多的公司體認到顧客導向的重要性，進而將其寫入公司要求後，顧客導向行為亦因此分成了由公司要求與員工自發兩種。本研究欲探討此兩種不同的顧客導向行為，如何透過顧客承諾、顧客信任與知覺善意，對顧客忠誠度產生影響，進而導致顧客公民行為。 　　問卷針對國內百貨流通零售業服務人員及其所服務顧客，進行配對式發放，對共300份有效問卷進行資料分析發現，顧客導向行為對顧客承諾、顧客信任與知覺善意具正向影響，顧客承諾、顧客信任與知覺善意對顧客忠誠度有正向影響，顧客忠誠度對顧客公民行為具正向影響，顧客承諾、顧客信任與知覺善意對顧客導向行為與顧客忠誠度具中介效果。針對上述結果，本研究提出理論意涵與管理建議。

Along with the customer oriented sales becoming the mainstream of the market operating, many servicemen perform customer oriented behaviors automatically during the selling time in order to facilitate the relation of the customers for achieving the sales target. However, more and more companies consider the importance of the customer orientation so that it is transformed the company request. Hence, customer oriented behaviors were divided into company request and employee voluntary behaviors. Therefore, The study was explored the two customer oriented behaviors effect on the customer loyalty to result in customer citizen behaviors by customer commitment, customer trust, and perceived goodwill. 　　Data was collected from the 300 sets of valid questionnaires increasing the servicemen and customers of the domestic general merchandise retail industry. The results show that customer oriented behavior had positive effects on customer commitment, customer trust, and perceived goodwill, customer commitment, customer trust, and perceived goodwill had positive effects on customer loyalty, customer loyalty had positive effects on customer citizen behavior. The relationship between customer oriented behavior and customer loyalty were mediated by customer commitment, customer trust, and perceived goodwill. Both theoretical and practical implications are discussed.

1. 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，第十五卷第一期，頁27-54。
   連結：
2. 汪美伶(2016)，「從服務關係探討銷售人員情緒智商對顧客忠誠度之影響」，東吳經濟商學學報，第九十三期，頁93-126。
   連結：
3. American Marketing Association, (2016). About the American Marketing Association. Retrieved September 15, 2016, from https://www.ama.org/AboutAMA/Pages/About.aspx.
   連結：
4. Anderson, E.W. and Weitz, B. (1992). “The Use of Pledges to Build and Sustain Commitment in Distribution Channels”. Journal of Marketing Research, 29, 28-34.
   連結：
5. Baron, R. M., & Kenny, D. A. (1986). “ The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations”. Journal of Personality & Social Psychology, 51(6), 1173-1182
   連結：
6. Bateman, T. S., & Organ, D. W., (1983). “Job satisfaction and the good soldier: The relationship between affect and employee citizenship”. Academy of Management Journal, 26, 587-595.
   連結：
7. Beatty, Sharon E. and Lynn R. Kahle. (1988). “Alternative Hierarchies of the Attitude-Behavior Relationship: The Impact of Brand Commitment and Habit”. Journal of the Academy of Marketing Science, 16(2), 1-10.
   連結：
8. Becker, H. S. (1960). “Notes on theconcept of commitment”. American Journal of Sociology, 66, 32-42.
   連結：
9. Bettencourt, L. A. (1997). “Customer voluntary performance: Customers as partners in service delivery”. Journal of Retailing, 73(3), 383-406.
   連結：
10. Bitner, M. J., Booms B. H. & Tetreault1 M. S. (1990), “The Service Encounter: Diagnosing Favorable & Unfavorable Incidents”. Journal of Marketing, 54, 71-84
    連結：
11. Blau, Peter Michael. (1964) , “Exchange and Power in Social Life”. Transaction Publishers .
    連結：
12. Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009), “Service worker role in encouraging customer organizational citizenship behaviors”. Journal of Business Research, 62(7), 698-705
    連結：
13. Bowen, D. E. (1986), “Managing customers as human resources in service organizations”. Human Resource Management. 25(3), 371-383.
    連結：
14. Brett, J. F., Cron, W. L., and Slocum, J. S. (1995), “Economic dependency on work: a moderator of the relationship between organizational commitment and performance”. Academy of Management Journal, 38, 261-271.
    連結：
15. Brown, S. P. & Peterson, R. A. (1993), “Antecedents & consequences of salesperson job satisfaction: meta-analysis & assessment of causal effects”. Journal of Marketing Research, 30, 63-77.
    連結：
16. Brown, T. J., Mowen, J. C., Donavan, D. T. & Licata, J. W., (2002), “The customer orientation of service workers: Personality trait effects on self- and supervisor performance ratings”. Journal of Marketing Research, 39 (1), 110–119..
    連結：
17. Chee, L. K. & Peng, N. K. (1996), “Customer orientation and buyer satisfaction: The Malaysian housing market”. Asia Pacific Journal of Management, 13(1), 101-116.
    連結：
18. Colwell, S., S. Hogarth-Scott, D. Jiang & A. Joshi (2009), “Effects of Organizational and Serviceperson Orientation on Customer Loyalty”. Management Decision, 47(10), 1489-1513.
    連結：
19. Crosby, L. A., K. R. Evans & D. Cowels (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective”. Journal of Marketing, 54, pp.68-81
    連結：
20. Daniel, K. & Darby, D. N. (1997), “A dual perspective of customer orientation: A modification, extension and application of the SOCO scale”. International Journal of Service Industry Management, 8(2), 131-147.
    連結：
21. DeCarlo, T. E., Laczniak, R. N., & Leigh, T. W. (2013), “Selling financial services: the effect of consumer product knowledge and salesperson commission on consumer suspicion and intentions”. Journal of the Academy of Marketing Science, 41(4), 418-435.
    連結：
22. Deshpandé, R., Farley J. U. and Webster, F. E. Jr. (1993), “Coporate Culture, CustomerOrientation and Innovativeness in Japanese Firms: A Quadrad Analysis”. Journal of marketing, 57(1), 23-37.
    連結：
23. Donavan, Brown & Mowen (2004), “Internal Benefits of Service-Worker Customer Orientation : Job Satisfaction, Commitment, and Organizational Citizenship Behaviors”. Journal of Marketing, 68(1), 128-146.
    連結：
24. Doney, P. M., & Cannon, J. P. (1997), “An examination of the nature of trust in buyer-seller relationships [J] ”. Journal of Marketing, 61, 35-51.
    連結：
25. Dorsch, Michael J., Scott R. Swanson, and Scott W. Kelly (1998), “The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers”, Journal of the Academy of Marketing Science, 26(2), 128-142.
    連結：
26. Dwyer, Robert F, Paul H. Schurr, and Sejo Oh (1987),“Developing Buyer-Seller Relationships”. Journal of Marketing, 51, 11-27.
    連結：
27. Dyer, J. H., & Chu, W. (2000), “The determinants of trust in supplier-automaker relationships in the U.S., Japan, and Korea”. Journal of International Business Studies, 31(2), 259−285.
    連結：
28. Farrelly, F. and Quester, P. (2003). “The effects of market orientation on trust and commitment”. European Journal of Marketing, 37(3/4), 530–553.
    連結：
29. Fullerton, G. (2005). “The Service Quality-Loyalty Relationship in Retail Services: Does Commitment Matter ? ”. Journal of Retailing and Consumer Services, 12(2), 99-111.
    連結：
30. Ganesan, S.(1994). “Determinants of Long-Term Orientation in Buyer-Seller Relationships”. Journal of Marketing. 58, 1-19.
    連結：
31. Groth, Markus(2005). “Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries”. Journal of management, 31(1), 7-27.
    連結：
32. Gruen, T. W. (1995). “The outcome set of relationship marketing in consumer markets”. International Business Review, 4(4), 447-469.
    連結：
33. Gundlach, G. T., R. S. Achrol,＆ J. T. Mentzer (1995). ”The Structure of Commitment in Exchange”. Journal of Marketing, 59, pp78-92.
    連結：
34. Gutek, A. B., D. A. Bhappu, A. M. Liao-Troth, and B. Cherry (1999). “Distinguishing between Service Relationships and Encounters”. Journal of Applied Psychology, 84(2), 218-33
    連結：
35. Homburg, C., M. Müller and M. Klarmann (2011), “When Does Salespeople’s Customer Orientation Lead to Customer Loyalty? The Differential Effects of Relational and Functional Customer Orientation”. Journal of the Academy of Marketing Science, 39(6), 795-812.
    連結：
36. Jones, Tim, Shirley F. Taylor, and Harvir S. Bansal (2008), “Commitment to a Friend, a Service Provider, or aService Company—Are They Distinctions Worth Making?” Journal of the Academy of Marketing Science, 36 (4),473–487.
    連結：
37. Kelly, Scott W. and Mark A. Davis (1994). “Antecedents to Consumer Expectations for Service Recovery”. Journal of the Academy of Marketing Science, 22(1), 52-61.
    連結：
38. Kotler, P. (1999). Marketing management.10 edition. NJ: Prentice-Hall International Inc, 10-14.
    連結：
39. Mayer, R.C., Davis, J.H., and Schoorman F.D. (1995). “An Integrative Model of Organizational Trust”. Academy of Management Review, 20, 709 - 734.
    連結：
40. Michaels, R. E. and Day, R. L. (1985), “Measuring Customer Orientation of Salespeople a Replication with Industrial Buyers”. Journal of Marketing Research, 22(4), 443-446.
    連結：
41. Moorman C, Zaltman G, Deshpande R.(1992). “Relationships between providers and users of market research: the dynamics of trust within and between organizations”. Journal of Marketing Research, 26, 14–28.
    連結：
42. Morgan, R.M., and Hunt, S.D.(1994), “The commitment-trust theory of relationship marketing”. Journal of Marketing, 58(3), 20-38
    連結：
43. Narver, J. C., & Slater, S. F. (1990). “The effect of a market orientation on business profitability”.. Journal of Marketing, 54(4), 20-35.
    連結：
44. Oliver Richard L(1999). “Whence Consumer Loyalty”. Journal of Marketing, 63, 33-34.
    連結：
45. Organ, D. W., 1988. “Organizational citizenship behavior: The good soldier syndrome ” .Lexington, MA: Lexington Books
    連結：
46. Parasuraman, A., Valarie A. Zeithaml , and Leonard L. Berry (1985). “A Conceptual Model of Service Quality and Its Implications for Future Research”`. Journal of Marketing. 49, 41-50.
    連結：
47. Pritchard, Mark P., Mark E. Havitz, and Dennis R. Howard, (1999), “Analyzing the Commitment -Loyalty Link in Service Contexts”. Journal of the Academy of Marketing Science, 27(3), 333-348.
    連結：
48. Rempel, J. K., Holmes, J. G., & Zanna, M. P. (1985). “Trust in Close Relationships”. Journal of Personality and Social Psychology, 49(1), 95-112.
    連結：
49. Rindfleisch, A. & Moorman, C. (2003). “Interfirm cooperation and customer orientation”. Journal of Marketing Research, 40(4), 421-436.
    連結：
50. Rosenbaum, M. S., & Massiah , C. A. (2007). “When customers receive support from other customers: Exploring the influence of inter -customer social support on customer voluntary performance”. Journal of Service Research, 9 (3), 257 -270.
    連結：
51. Saxe, R. and B. Weitz (1982). “The SOCO Scale: A Measure of the Customer Orientation of Salespeople.” Journal of Marketing Research, 19(3), 343-351.
    連結：
52. Scheer, Lisa K. and Louis W. Stern, (1992). “The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer”. Journal of Marketing Research, 29, 128-142.
    連結：
53. Schlenker, B. R., Helm, B., & Tedeschi, J. L. (1973). “The Effect of Personality and Situational Variables on Behavioral Trust”. Journal of Personality and Social Psychology, 25, 419-427.
    連結：
54. Schneider, B., & Bowen, D. (1985). “Employee and customer perceptions of service in banks: Replication and extension”. Journal of Applied Psychology, 70, 423-433.
    連結：
55. Scott, C., Sandra, H., Jiang, D. and Ashwin, J. (2009). “Effects of organizational and serviceperson orientation on customer loyalty”. Management Decision, 47(10), 1489-1513.
    連結：
56. Selnes, F. (1993). “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty”. European Journal of Marketing, 27(9), 19-35.
    連結：
57. Smith, C. A., Organ, D. W., & Near, J. P. (1983). “Organizational Citizenship Behavior: Its nature and antecedents”. Journal of Applied Psychology,68(4), 653-663.
    連結：
58. Steers, R. M. (1977). “Antecedents and outcome of organizational commitment”. Administrative Science Quarterly, 22, 46-56.
    連結：
59. Stock, R. M., & Hoyer, W. D.(2002). “Leadership style as driver of salespeoples' customer orientation”. Journal of Market-Focused Management, 5(4), 355-376.
    連結：
60. Stock, R. M., & Hoyer, W. D. (2005). “An attitude-behavior model of salespeople’s customer orientation”. Journal of the Academy of Marketing Science, 33(4), 538-552.
    連結：
61. Tseng, S., & Fogg, B. J. (1999). “ Credibility and computing technology”. Communications of the ACM, 42(5), 39-44.
    連結：
62. Williams, L. J. and Anderson, S. E. (1991), “Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-Role Behaviors,” Journal of Management, 17, 601-617.
    連結：
63. Wilson, D.T.(1995), “An Integrated Model of Buyer-Seller Relationships”. Journal of the Academy of Marketing Science, 23, 335-345.
    連結：
64. Yi, Y., & Gong, T. (2013). “ Customer value co-creation behavior: Scale development and validation”. Journal of Business Research, 66(9), 1279-1284.
    連結：
65. Yim, Chi Kin (Bennett), David K. Tse, and Kimmy Wa Chan (2008), “Strengthening Customer Loyalty Through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services,” Journal of Marketing Research, 45 (6), 741–756.
    連結：
66. 行政院國家發展委員會(2016)，《總體經濟指標：2016》，台北，中華民國行政院網站，http://www.ey.gov.tw。
67. 邱皓政(2010)，量化硏究與統計分析: SPSS (PASW) 資料分析範例，五南圖書出版股份有限公司.
68. 陳金城(2015)，104年行銷學(適用行銷管理、行銷管理學)，初版，5-7。台北：千華。
69. 劉昆鎧(2006)，「網路銀行之信任建立模式：以臺灣地區使用者為例」，國立暨南國際大學資訊管理研究所碩士論文，南投。
70. Berry, L. L. (2000). “Cultivating service brand equity”. Journal of the Academy of Marketing Sciences, 28 (1), 128-137.
71. Drucker, P. F. (1994), “The Theory of the business”. Harvard Business Review, September-October.
72. Engel, J. F. & Blackwell, R.D. (1982), Consumer Behavior, New York: Holt, Rinehart & Winston.
73. Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., Schlesinger, Jr. & Leonard A. (1994). “Putting the Service-Profit Chain to Work”. Harvard Business Review, 3-4., 164-174.
74. Nunnally, J.C., (1978), Psychometric Theory, New York: McGraw-Hill.
75. O’Hara, B.S., Boles, J.S., & Johnston, M.W.(1991). “The influence of personal variables on salesperson selling orientation”. Journal of Personal Selling & Sales Management, 11(1), 61-67.
76. Reichheld, Frederick F. and Phil Schefter (2000). “E-Loyalty: Your Secret Weapon on the Web.” Harvard Business Review, 78, 105-113.
77. Robbins, S. P.(1998).”Organizational Behavior-8th ed.”. Upper Saddle River, Prentice-Hall.
78. Whyte, W. H. (1956). “The organization man”. New York, NY: Simon and Schuster.