組織公民行為（Smith, Organ, & Near, 1983）強調組織成員的主動協助行為，而且不會因為組織的直接獎賞而受益。過去研究已經辨識組織公正與組織信任等因素對此一員工行為的影響效果（Motowidlo & Van Scotter, 1994; Organ & Konovsky, 1989），但是幾乎所有研究均侷限於組織內部成員的範疇（Orr, Sackett, & Mercer, 1989; Podsakoff, Aheame, & Mackenzie 1997），忽略顧客的價值。基於顧客關係管理時代的來臨，顧客價值理當得到應有重視，本研究根據組織公民行為的概念發展出「顧客公民行為」，主要目的為檢驗組織公平與組織信任與顧客公民行為之間的關係，討論組織信任作為組織公平與顧客公民行為之間的中介效果，同時以台灣運籌相關產業為研究對象，提出組織公平與組織信任與顧客公民行為之間的假設，應用問卷調查方法，蒐集資料予以驗證，研究結果與應用對實務將有所幫助。實証分析如下：
1. 當顧客覺得組織愈公平時，愈容易產生顧客公民行為。
2. 當顧客覺得組織愈公平時，愈容易對組織產生信任。
3. 當顧客覺得組織愈值得信任時，愈容易產生顧客公民行為。
4. 組織信任對組織公平與顧客公民行為之關係有顯著中介影響效果。
5. 顧客不同個人屬性對顧客公民行為有顯著差異

Organizational citizenship behavior（Smith, Organ, & Near, 1983）refers to discretionary behaviors that benefit the organization but are not formally rewarded or appraised. Previous research has traditionally identified employee perceptions of justice or equity, and trust with the organization as determinants（Motowidlo & Van Scotter, 1994; Organ & Konovsky, 1989）, but this conceptualization has been focused on employee’s behaviors（Orr, Sackett, & Mercer, 1989; Podsakoff, Aheame, & Mackenzie 1997）. This study develops a new concept as an important variable, customer citizenship behavior(CCB), underlying logistics industry in Taiwan, to further the understanding of citizenship behaviors. It is important to study because it affects organizational performance. And, with the growing importance of Customer Relationship Management(CRM), the relationship between the business context and CCB has not been addressed. The business context is defined to include: organizational justice, trust in business teams, and satisfaction with the other customer service relationships. Hypotheses are developed linking these aspects of the business context to CCB.The main purpose of this research is to investigate the relationships between organizational justice, trust and CCB and indirect effects as the mediated variable”trust”between organizational justice and CCB.Those relationships could be examined through questionnaire survey method. The main findings of the empirical study are as follows：
1. Organizational justice holds the positive relationship toward CCB
2. Organizational justice holds the positive relationship toward Trust
3. Trust holds the positive relationship toward CCB
4. Trust holds the significant indirect effects between organizational justice and CCB
5. Personal attributes holds the significant influence toward CCB

目 錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 組織公平之理論與研究 5
第二節 信任之理論與研究 12
第三節 顧客公民行為之理論與研究 19
第四節 組織公平、信任與顧客公民行為之關係 23
第三章 研究方法 26
第一節 研究架構 26
第二節 研究變項之操作性定義 27
第三節 研究假設 29
第四節 研究工具及測量方法 31
第五節 資料蒐集 35
第六節 資料分析方法 37
第七節 研究限制 39
第四章 資料分析結果 40
第一節 各研究變項之特性分析 40
第二節 組織公平與顧客公民行為之影響 46
第三節 組織公平、信任對顧客公民行為之影響 48
第五章 結論與建議 52
第一節 研究結論 52
第二節 建議 54
參考文獻 55
附錄 研究問卷 59
表目錄
表2-1-1 組織公平兩構面分類架構 6
表2-2-1 信任的重要性 12
表2-2-2 信任的定義 13
表2-2-3 信任之特性 15
表3-4-1 量表來源與信度 31
表3-4-2 工作績效量表構面 32
表3-4-3 組織公平量表構面 33
表3-4-4 信任量表構面 33
表3-4-5 研究變項內部一致性信度值彙總表 34
表3-5-1 問卷之發放與回收情形 35
表3-5-2 樣本描述 36
表4-1-1 各研究變項之描述性統計表 40
表4-1-2 性別與各變項間之t檢定 41
表4-1-3 年齡與各變項間之ANOVA檢定表 42
表4-1-4 婚姻狀況與各變項間之ANOVA檢定表 43
表4-1-5 教育程度與各變項間之ANOVA檢定表 44
表4-1-6 研究變項相關分析摘要表 45
表4-2-1 組織公平對顧客公民行為之複迴歸分析表 46
表4-2-2 組織公平對信任之複迴歸分析表 47
表4-2-3 信任對顧客公民行為之複迴歸分析表 47
表4-3-1 組織公平、信任對利他行為的層級迴歸分析表 48
表4-3-2 組織公平、信任對本份行為的層級迴歸分析表 49
表4-3-3 組織公平、信任對雞婆行為的層級迴歸分析表 50
表4-3-4 組織公平、信任對公民道德的層級迴歸分析表 50
表5-1-1 假設驗證結果彙總表 53
圖目錄
圖1-3-1 本研究流程 4
圖3-1-1 研究架構圖 26

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