在強調顧客導向的服務產業，顧客負面事件為服務人員工作壓力來源之一，且會直接對服務人員的服務行為產生影響。過去研究聚焦於顧客負面事件所帶來的負面結果，缺乏對於正面服務行為影響的討論，本研究同時探討顧客負面事件與顧客導向公民行為、服務破壞行為之關係，並探究服務人員顧客導向特質、組織情緒展示規則的干擾效果，以及此干擾效果是否會透過認知機制 (同理心)或情感機制 (負向心情)的中介而影響上述服務行為。
本研究採用配對問卷調查法，以各產業的服務人員及其顧客做為研究樣本，採取不同時間點 (間隔兩週)與不同來源 (服務人員、顧客)的方式收集問卷，共計回收237份有效配對樣本。研究發現：透過同理心的中介，當員工為高度顧客導向時，顧客負面事件與顧客導向公民行為之負向關係將減緩；反之，當員工為低顧客導向時，顧客負面事件與顧客導向公民行為之負向關係將增強。此外，透過負向心情的中介，當組織情緒展示規則程度越高時，顧客負面事件對服務破壞行為的正向影響將減緩；最後，當組織情緒展示規則程度越低時，顧客負面事件對服務破壞行為的正向影響將增強。
最後，本研究根據研究結果，提出管理意涵如下：(1) 組織可透過甄選工具，遴選具有高顧客導向特質的員工、(2) 強化員工對情緒展示規則的知覺、(3) 透過教育訓練加強員工情緒管理與處理顧客負面事件的能力。

In the service industries, customer negative event (CNE) has become one of the stressors at workplace and has negative effects on service providers and organizations. Therefore, understanding how CNE influence employees' service behaviors is an important issue. Previous studies have found that CNE leads to negative outcomes during the service delivery process; however, how CNE influences employee positive outcomes were less discussed. The main purpose of this study is to investigate “when” and “how” CNE influences both positive and negative service behaviors. Specifically, the present study examines the relationships between CNE, employee citizenship behaviors towards customers (OCBC) and service sabotage and whether customer orientation/display rules moderate the relationships between CNE and OCBC/service sabotage. Finally, I also examined whether the proposed moderating effects are explained by cognitive (perspective taking) or affective (negative moods) mechanisms.
The sample was composed of 237 service workers-customers dyads from various service industries. The results of the hierarchical regression analyses showed that CNE negatively associated with OCBC while positively associated with service sabotage. In addition, customer orientation weakened the negative relationship between CNE and OCBC through enhancing employee perspective taking, while display rules weakened the positive relationship between CNE and service sabotage through reducing employee negative moods. Theoretical and practical implications of our findings are discussed.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 v
圖　次 vii
表　次 viii
第一章　緒論 1
第二章　文獻探討 4
第一節　顧客負面事件與顧客導向公民行為、服務破壞行為的關係 4
第二節　顧客導向特質對顧客負面事件與顧客導向公民行為關係的干擾效果、以及服務人員同理心的中介式干擾效果 6
第三節　情緒展示規則對顧客負面事件與服務破壞行為關係的干擾效果、以及服務人員負向心情的中介式干擾效果 9
第三章　研究方法 11
第一節　研究架構 11
第二節　研究樣本與施測程序 11
第三節　研究工具 13
第四節　資料分析方式 17
第四章　研究結果 19
第一節　相關係數分析 19
第二節　驗證性因素分析 21
第三節　研究假設檢定 21
第五章　討論與建議 27
第一節　理論貢獻 27
第二節　管理意涵 29
第三節　研究限制 30
第四節　未來研究建議 32
參考文獻 33
附錄：服務人員問卷 39
附錄：顧客問卷 44

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