服務業已成為國家經濟發展的重要基礎，如何提供良好的服務來滿足顧客，也成為相當重要的議題。而在組織中，員工面對顧客所展現的態度及行為皆代表著組織，員工服務的行為與經驗在與顧客互動的過程中，影響顧客對服務品質的認知，再者，房屋仲介業在服務業中具有相當重要的地位，房仲業者分店數全台已達五千多家，僅次於便利商店，因此本研究將以房仲業者為例，進行員工服務行為之內涵之探索，並探討房屋仲介業務人員，在銷售價格高低不同之房屋時，或面對不同類型的顧客需求時，所展現的服務行為內涵是否具有相同、相異之處。 　　本研究以台北市之房屋仲介業業務人員為研究對象，深度訪談49位具有8個月以上服務經驗之房仲業務人員與店主管，並將訪談內容逐字稿轉為可研究的項目 (item)，依內容相似性作分類，共產生10種不同的服務行為類別。研究結果顯示，不論房仲業務人員在銷售價格較高或較低的房屋時，或是其面對自住型或投資型需求之顧客時，大多會展現出公司所規定之服務行為；然而，當其在銷售價格較高的房屋時，與當其面對投資型需求（而非自住型需求）之顧客時，尚會展現出公司未明文規定之服務行為。 / Service industry has become an important foundation for national economic development. So how to provide better service to make customer satisfied has become an important issue. In service organization, employee’s behaviors and attitude toward customers are on behalf of organization. And employee’s service behavior in the process of interacting with customer will influence how customer perceives service quality. What’s more, the real estate brokerage industry plays an important role in service industry. The number of stores of real estate brokerage industry in Taiwan is more than 5,000 stores, only less than the number of convenience stores. Therefore, this study used the salespersons in real estate brokerage industry as sample to explore the first-line employee service behaviors. And this study discussed the similarities and differences in service behaviors when salesperson sold the houses with higher or lower price, and faced customers with different needs. 　　This study used a sample of the salespersons of real estate brokerage industry in Taipei. After interviewing 49 salespersons, whose working experience is more than 8 months, the study turned the transcripts into analyzable items. By the similarity of the items, this study classified the items into 10 categories. The result is that no matter the salespersons sold the house with higher or lower price, or faced customer need of consumption or investment, they mostly provided the organization expected customer service behaviors. But when they sold the house with higher price, or faced the customer need of investment, they even provided the more customer service behaviors which are not required.

本研究係以Sternberg的WICS領導模式出發，探討當領導者具備智慧、實用智力、分析智力、創造力，並將這些技能產生綜效時，是否能形塑組織文化，進而影響組織的顧客需求知覺、因應金融海嘯策略、與顧客滿意等方面的展現，而後對於組織競爭力與組織績效產生影響。此外，本研究亦嘗試發展一整合模式，以提供企業組織做為診斷與發展的重要參考。 本研究首先針對六位在職者進行訪談，以釐清研究架構與變項之內涵，並據以進行量表編製或引用相關量表，且以一般企業員工作為研究母群，採立意取樣方式進行樣本蒐集，總計蒐集到327份有效問卷。信效度及因素分析結果顯示，本研究量表擁有良好之內部一致信度(.90~.98)與效標關聯效度(.41~.74)。階層迴歸與結構方程模式驗證研究假設之結果顯示：1.領導技能對於組織文化、組織績效具有正向且顯著的影響、2.組織文化對於顧客需求知覺具有正向且顯著的影響、3.顧客需求知覺對於因應金融海嘯策略具有正向且顯著的影響、4.因應金融海嘯策略對於顧客滿意、組織競爭力具有正向且顯著的影響、5.顧客滿意對於組織競爭力具有正向且顯著的影響、6.組織競爭力對於組織績效具有正向且顯著的影響、7.標竿企業在上述變項皆顯著優於一般與虧損企業。最後，並將訪談結果來驗證研究之假設與架構。綜合而言，本研究採質化與量化兩者得兼之方式來進行研究架構與假設之驗證。 總而言之，本研究之具體貢獻為：理論整合與創新、實務應用與發展。除了整合「領導技能、競爭力、績效」之研究外，亦提出創新的顧客需求知覺之內涵，可幫助開啟後續相關研究，並以宏觀角度發展出「領導技能、顧客需求知覺、因應金融海嘯策略、顧客滿意」之整合模式，以提供企業組織變革與發展之依據。 / This study starts with Sternberg's WICS leadership model, investigating the effect of leaders' wisdom, practical intelligence, analytic intelligence, creativity, and synthesized on organizational culture, and perception of customer need, coping strategies of financial crisis, customer satisfaction, and ultimately, on organizational competitiveness, organizational performance. In addition, this study tries to construct a macro model, which assists organizations in diagnosing and developing. This study compiles related scales and use survey method to collect data. Moreover, it chooses employees in enterprises as research population and uses convenience sampling. The total number of effective sample is 327. All questionnaires were factor analysis examined, and confirmed to have highly reliability (.90~.98) and validity (.41~.74). The conclusion drawn from result of hierarchical regression analysis and structural equation modeling analysis indicates:1. leaders' skills have positive and significant effect on organizational culture and organizational performance; 2. organizational culture have positive and significant effect on perception of customer need; 3. perception of customer need have positive and significant effect on coping strategies of financial crisis; 4. coping strategies of financial crisis have positive and significant effect on customer satisfaction and organizational competitiveness; 5. customer satisfaction have positive and significant effect on organizational competitiveness; 6. organizational competitiveness have positive and significant effect on organizational performance; 7. above variables in benchmarking enterprises are significant better than normal and deficit enterprises. Furthermore, this study also applied interview with 6 professionals as a method to gather opinions on variables and confirm the model. Finally, the contribution of this study includes "integration and innovation of theories" and " practical applications". This study proposes the model of leadership, perception of customer need, coping strategies of financial crisis and customer satisfaction from macro view point. It not only initiates follow-up academic studies, but also provides an innovative model for enterprises to change and develop.