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.
