本研究引進角色界定的概念，驗證市場導向人力資源管理活動對服務導向組織公民行為的直接影響，並討論市場導向人力資源管理活動是否在知覺組織支持與服務導向組織公民行為之間，扮演調節的角色。是故，本研究以國內最大連鎖量販店的36家分店為研究對象，以問卷方式蒐集1387位第一線服務人員與108位主管之資料，採用層級線性模式進行分析。結果發現，第一線服務人員所知覺到的組織支持，會影響其服務導向組織公民行為的展現；更重要的是，雖然市場導向人力資源管理活動不會直接影響服務導向組織公民行為的產生，但是當各分店愈重視行為導向績效評估等活動時，知覺組織支持與部份服務導向組織公民行為之間的關係也愈強。針對上述結果，本研究提出管理意涵與後續研究建議。 This study developed and tested a model of how contact employees' perception of organizational support contributes to their citizenship behaviors in service settings. Deriving from the concept of role definition, market-focused human resource management (HRM) is hypothesized to have direct influence on contact employees' service-oriented organizational citizenship behaviors (OCBs) as well as strengthen the relationship between perceived organizational support (POS) and the exhibition of service-oriented OCBs. Data was collected from 1387 contact employees and 108 managers of 36 branches in Taiwan's largest hypermarket group and analyzed using hierarchical linear modeling (HLM). The results reveal that POS plays strong roles in determining contact employees' exhibition of service-oriented OCBs. In spite of the lack of direct effect on service-oriented OCBs, behavior-based performance appraisal moderates the relationships between POS and service-oriented OCBs. Based on the findings, some managerial implications and suggestions for further research were proposed.
