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.
