The Effects of Perceived Organizational Support on Contact employees’ Service-Oriented Organizational Citizenship Behavior and Customer Knowledge：The Moderating Role of Learning Climate

[[abstract]]在激烈的競爭環境下，服務業成功的關鍵在於能否在第一時間點滿足顧客的需求，端視第一線服務人員是否具有服務導向的工作態度，以及豐富的顧客相關知識。故本研究欲驗證知覺組織支持對服務導向組織公民行為、顧客知識的影響，並探討學習氣候是否在知覺組織支持與服務導向組織公民行為、顧客知識之間扮演調節的角色。本研究針對國內最大連鎖量販集團36家分店為研究對象，並對各分店的主管與第一線服務人員進行問卷發放，問卷採兩階段發放，時隔半年，總共蒐集了360份問卷，並使用HLM分析變數之間的關係。 研究結果顯示，當第一線服務人員對於組織支持的感受愈高，愈可能產生服務導向組織公民行為以及累積顧客知識。此外，學習氣候會增強知覺組織支持對忠誠公民行為與顧客知識的影響效果，然而，在高度學習氣候下，知覺組織支持對於服務傳遞公民行為以及參與公民行為的影響效果會因而減少。根據此研究結果，本研究提出管理意涵與後續研究建議。[[abstract]]To satisfy the customers’ needs at the first contact point is the key for a service firm to succeed in the competitive environment. In order to reach the goal, the service firm has to depend on service-oriented attitude and the rich customer knowledge of their front-line employees. By investigating 36 branches of Taiwan Carrefour, and retrieved the effective questionnaires, the data includes 360 questionnaires answered by the employees and 360 questionnaires responded by supervisors. Then, we adapted hierarchical linear modeling to analysis the data. The result indicated that the front-line employees’ with higher perceived organizational support exhibited more service-oriented organizational citizenship behavior and customer knowledge. In addition, learning climate strengthened the influence of perceived organizational support on loyalty citizenship behavior and customer knowledge, it also decreased the influence of perceived organizational support on service delivery citizenship behavior and participation delivery. Based on the findings, some managerial implications and suggestions for further research were propose