近年來台灣百貨業市場規模不斷擴大，新的百貨公司不斷興起，競爭程度更趨激烈，以百貨公司為主題的研究與探討也越來越多。在台灣百貨公司除了朝大型化、連鎖化發展外，更走向國際化，並陸續與國外百貨同業合資或技術合作。本研究旨在探討百貨公司專櫃銷售人員的銷售技巧、服務態度與工作績效的關係，並以心理契約為中介變項，探討專櫃銷售人員的心理契約在銷售技巧、服務態度與工作績效關係之中介效果。
本研究以高雄市六家百貨公司349 位專櫃銷售人員為實證對象，以問卷調查方式進行研究。
經由實證分析，得到以下的結果：
1.銷售技巧與工作績效之間具顯著正相關，且具正向影響。
2.銷售技巧與心理契約滿足程度之間具顯著正相關。
3.服務態度與工作績效之間具顯著正相關，且具正向影響。
4.服務態度與心理契約滿足程度之間具顯著正相關。
5.心理契約滿足程度具銷售技巧與工作績效的部份中介效果。
6.心理契約滿足程度具服務態度與工作績效的部份中介效果。
最後，提出建議供百貨公司、專櫃廠商、專櫃銷售人員及後續研究參考

The market scale of Taiwan department store expands unceasingly these years, and the competition is more intense than before. As a result, the research and discussion in the department store are more and more. The management style of department store in Taiwan becomes large scale, chain operation system, and internationalization. In addition to, might be joint venture or technological cooperation with overseas company.

The major objective of this study is to examine the relationship among selling skill, service attitude, and job performance, moreover, using the psychology contract to an intermediate variable. To discuss, the intermediate effect to the selling skill, service attitude, and job performance.
From this research, according to the analysis from six department stores with 349 sales staffs in Kaohisung.

Analysis of the results will be present in below:
First, the relationship between selling skill and job performance has positive correlation and effect significantly, then the satisfy level between selling skill and psychology contract has noticeable positive correlation and effect. The relationship between service attitude and job performance has positive correlation and effect obvious. Besides that, the satisfy level between service attitude and psychology contract also has positive correlation.
In addition to, the satisfy level among psychology contract to the selling skill and job performance has intermediate effect partially, and the satisfy level among psychology contract to the service attitude and job performance also has a part of intermediate effect. Finally, the advice has been offered to the department stores, suppliers, sale staffs, and others researchers.

第一章 緖論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 百貨業演進概述 7
第二節 銷售技巧 8
第三節 服務態度 12
第四節 心理契約 18
第五節 工作績效 24
第三章 研究方法 30
第一節 研究構架 30
第二節 研究假設 31
第三節 研究變項的操作性定義與衡量 32
第四節 研究對象及抽樣方法 41
第五節 資料處理與分析方法 46
第四章 實證分析與討論 48
第一節 人口統計變數與平均營業額之關連性探討 48
第二節 各研究構面之相關分析 52
第三節 相關研究變項之迴歸分析 57
第四節 心理契約之中介效果分析 60
第五節 假設驗證結果 65
第五章 結論與建議 67
第一節 研究結論 67
第二節 研究結果之意涵與建議 69
參考文獻 71
附錄 79

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