顧客自發公民行為：個人對商店與銷售人員之多層次分析

The Study on Customer Voluntary Citizenship: Multilevel Effects of the Person-to-store and the Person-to-salesperson Level

許多研究指出如何增進顧客忠誠度是管理者主要的焦點，本研究將由個人對商店、個人對銷售人員的關係層次，檢測在不動產仲介經紀業中顧客自發公民行為的前因因素。經由295個顧客並採用結構方程模式進行驗證得知，商店印象與銷售人員正向特性會顯著影響服務品質，銷售人員正向特性與服務品質會顯著影響信任，此外服務品質與信任會顯著影響顧客自發公民行為。本研究試圖發掘顧客自發性忠誠、合作與參與行為之影響因素，提供實務上之建議以制定有效策略。

Many studies indicated that managers primarily focus on how to improve customer loyalty. The research examines antecedents of customer voluntary citizenship at both the person-to-store and the person-to-salesperson level in real estate broker industry. This study investigates 295 customers and adopts Structural Equation Modeling (SEM) to test our model. The results indicate that store image and salesperson positive attributes will affect service quality, and salesperson positive attributes and service quality will affect trust. Besides, service quality and trust will affect customer voluntary citizenship. This study attempts to find out the influence factors on customer voluntary loyalty, cooperation and participation behavior to provide the real estate brokers some practical suggestions to make effective strategies.