知覺組織支持與角色外顧客服務行為之研究──市場導向人力資源管理活動之調節效果

The Relationships between Perceived Organizational Support and Extra-Role Customer Service Behavior: The Moderation Effect of Market-Focused Human Resource Management

服務業中第一線接觸員工是否能在與顧客互動時展現出角色外顧客服務行為，將影響顧客感受甚鉅。本研究旨在檢視服務業中員工知覺組織支持，能否正向地影響情感性承諾，以及第一線接觸員工的情感性承諾能否提升其角色外顧客服務行為，亦同時檢視市場導向人力資源管理活動能否對知覺組織支持與角色外顧客服務行為產生調節效果。資料收集自中台灣A連鎖量販店，共103位員工、41位直屬主管與223位顧客。分析結果顯示，員工知覺組織支持正向地連結到情感性承諾，並進而增強角色外顧客服務行為；並且市場導向人力資源管理活動對知覺組織支持與角色外顧客服務行為具調節效果，當服務組織中愈重視市場導向人力資源管理活動（高）時，知覺組織支持將會強化角色外顧客服務行為。

Extending previous research in identifying work unit influences stimulating extra-role behavior, the present study in service examined whether affective commitment and perceived organizational support correlated positively with employee's extra-role customer service behavior, and whether market-focused human resource management moderated the relationship of perceived organizational support and extra-role customer service behavior. Data were collected from 103 employees, 41 managers and 223 customers at large hypermarket group in middle Taiwan. Results indicated perceived organizational support was positively related to affective commitment, which in turn increase the likelihood of extra-role customer service behavior. HLM results indicated perceived organizational support had stronger positive relationship with extra-role customer service behavior under high market-focused human resource management.