本研究目的為發展一個餐飲業顧客基礎服務導向量表用以檢驗餐廳服務人員在傳遞服務過程中其具備服務導向信念、態度及行為的程度。在量表發展程序上採用Churchill (1979)所建議之量表發展步驟，首先透過文獻回顧以及對服務導向作概念性定義建立初始題庫，接著經過焦點團體討論及專家效度檢驗後，共產生55個題項成為本研究預試問卷。利用預試、正式樣本檢驗題項的優劣及信效度資料。驗證性因素分析結果指出，顧客基礎服務導向量表有良好信效度且模型配適度良好，全量表α係數達.91，各分量表信度介於.73-.88之間。顧客基礎服務導向量表共包含四個因素，分別為「成熟態度」、「顧客第一」、「主動性高」、「可靠性高」。最後，有關顧客基礎服務導向的建議及研究限制於文末探討。

The present study is to develop a Restaurant Customer-based Service Orientation Scale (RCSOS) to assess the degree of faith, attitude, and behavior performed by the restaurant service providers while delivering services. Applying the rigorous construction stages suggested by Churchill (1979), the study first collected the item pool from relative literature analyses and defined the concept of the construct. Followed by the focus group discussion and expert validity, 55 items were criticized and generated which were used as the pre-test version of the scale. Then, a series examination of scale validation was also done. Final test of the reliability and validity were taken from 520 restaurant customers as valid samples. Confirmatory factor analysis indicated that the RCSOS has stable factor structure and great reliability. A .91 of Cronbach’s was reported for the total scale, .73 to .88 for the four subscales. The RCSOS subscales included “Mature Attitude”, “Customer is Number One”, “High Proactiveness”, and “High Reliableness”. Finally, the implications and limitations of this present study were discussed.

中文文獻
黃俊英(1987)。行銷研究－管理與技術。華泰書局。
胡幼慧（1996）。質性研究：理論、方法及本土女性主義研究實例。台北：巨流。
王怡舜、湯宗益（2002）。數位產品網路行銷之顧客滿意度量表建構模式。中華管理學報，第三卷，第二期，47-63。
黃芳明(2004)。結構方程式：理論與應用，台北市：五南圖書。
李政忠(2004)。網路調查所面臨的問題與解決建議。資訊社會研究，6，1-24。
周逸衡、凌儀玲譯(2005)。服務業行銷，台北：台灣培生教育。
邱皓政(2006)。量化研究與統計分析。五南圖書。
陳寬裕、王正華(2010)。結構方程模型分析實務AMOS的運用，台北市：五南圖
書。
吳明隆(2010)。結構方程模型分析實務AMOS的操作與運用，台北市：五南圖書。

英文文獻
Albrecht, Karl & Zemke, Ron. (1985). Service America! Doing
business in the Service Economy. Homewood, III.: Dow
Jones-Irwin.
Bateson, J. (1985). Perceived control and the service
encounters. In: Czepiel, J.A., Solomon, M.R., Surprenant,
C.F. (Eds.), The Service Encounter. Lexington Books,
Lexington, MA.
Bowen, D. E., Siehl, C., & Schneider, B. (1989). A Framework
for Analyzing Customer Service Orientations in
Manufacturing. Academy of Management Review, 14 (1), 75-
95.
Bitner, Mary Jo. (1990). Evaluating Service Encounters: The
Effects of Physical Surrounding and Employee Response.
Journal of Marketing, 54 (April) , 69-82.
Bitner, Mary jo, Bernard H. Booms, and Mary Stanfield
Tetreault (1990), The Service Encounter; Diagnosing
Favorable and Unfavorable Incidents. Journal of Marketing,
54 (January), 71-84.
Berry, Leonard L., Jeffrey S Conant, and A Parasurman.
(1991). A Framework for Conducting a Services Marketing
Audit. Jounary of the Academy of Marketing Science, 19 (3)
(summer), 255-268.
Bowen, David E. and Edward E. Lawler III. (1992). The
Empowerment of Service Workers: What, Why, How and When.
Sloan Management Review,33 (Spring), 31-39.
Berry, Leonard L., A Parasurman .and Valerie A .Zeithaml.
(1994). Improving service quality in America: Lessons
learned. Academy of Management Executive, 8 (2), 32-52.
Babbie, E.,(1998). The Practice of Social Research, 8th ed.,
Belmont, Wedsworth Pub, C. A.
Buchanan, T., and Smith, J.L.(1999). Using the internet for
psychological research: personality testing on the world
wild web. British Journal of Psychology, 125-144.
Brady, M.K., Cronin Jr, J. (2001). Customer orientation:
effects on customer service perceptions and outcome
behaviors. Journal of Service Research, 3 (3), 241-251.
Baydoun, R., Rose, D., & Emperado, T. (2001). Measuring
customer service orientation: An examination of the
validity of the customer service profile. Journal
psychology, 15(4), 605-620.
Bettencour, L. A., Meuter, M. L. and Gwinner, K.P.(2001). A
comparison of attitude, personality, and knowledge
predictors of service-orientation organizational behavior.
Journal of Applied Psychology, 186(1), 29-41.
Brown, T.J., Mowen, J.C.,Donava, D.T., Licata,J.W. (2002).
The customer orientation of service workers: personality t
rait effects on self and supervisor performance ratings.
Journal of Marketing Research, 34(2), 110-119.
Brown, E. Gummesson, B. Edvardsson and B. O. Gustavsson,
Eds. Lexington, MA: D.C. Heath/Lexington Books.
Baydoun, R., Rose, D. & Emperado, T. (2001). Measuring
Customer Service Orientation: An Examination of the
Validity of the Customer Service Profile. Journal of
Business & Psychology, 15 (4), 605-20.
Churchill, Gilbert A., Jr. (1979). A Paradigm for Developing
Better Measures of Marketing Constructs. Journal of
Marketing Research, 16 (February), 64-73.
Carlzon, Jan. (1987). Moments of Truth. Cambridge, MA:
Ballinger Publishing Company.
Chase, Richard B. and David E. Bowen. (1991). Service
Quality and the Service Delivery System: A Diagnostic
Framework, in Service Quality: Multidisciplinary and
Multinational Perspectives. Canada: Lexington Books.
Cran, David J. (1994). Towards Validation of the Service
Orientation Construct. The Service Industries Journal, 14
(January), 34-44.
Church, Allan H. (1995). Linking Leadership Behaviors to
Service Performance: Do Managers Make a Difference?
Managing Service Quality, 5 (6), 26-31.
Chait, H. N., Carraher, S. M., & Buckley, M. R. (2000).
Measuring service orientation with biodata. Journal of
managerial Issues, 12(1), 109-120.
Cook, S. L., Bowen, D. E., Chase c, R. B., Dasuc, S.,
Stewart, D. M., & Tansik, D. A. (2002). Human issues
service design. Journal of Operations Management, 20, 159-
174.
Costen and Barrash(2006).ACE-ing the Hiring Process: A
Customer Service Orientation Service Orientation Model.
Journal of Human Resources in Hospitality & Tourism, 5(1).
Dunlap, B.J., Michael J. Dotson, and Terry M. Chambers
(1988), Perceptions of Real-estate Brokers and Buyers : A
Scales-Orientation, Customer-Orientation Approach. Journal
of Business Research, 17, 175-187.
DeVellis, Robert F.(1991). Scale development: Theory and
applications. Newbury Park, Calif.
Dale, Alan and Stuart Wooler (1991). Strategy and
Organization for Service,” in Service Quality:
Multidisciplinary and Multinational Perspectives, 191-204,
S.W.
Dienhart, J.R., Greoire, M.B., Downey, R.G., Knight, P.K.(
1992). Service orientation of resurant employees.
International Journal of Hospitality Management, 11 (4),
331-346.
Deshpande, R., Farley, J. U., & Webster, Jr., F. (1993,
January). Corporate culture, customer orientation, and
innovativeness in Japanese firms: a quadrad analysis.
Journal of Marketing , 57, 23-37.
Dabholkar, pratihba A., Dayle I. Thorpe, and Rentz.(1996). A
Measure of Service Quality for Retail Stores : Scale
Development and Validation. Journal of the Academy of
Marketing Science, 24 (1), 3-16.
Day, G. S., & Wensley, R. (1998). Assessing advantage: a
framework for diagnosing competitive superiority. Journal
of Marketing, 50, 1-20.
D. Todd Donavan(1999). Antecedents and consequences of the
contact employee’s service orientation: from personality
traits to service behaviors. Unpublished doctoral
dissertation, Oklahoma State University, Stillwater.
Donavan, D. T., Brown, t. J., & Mowen, J. C. (2001). The
consequences of service worker customer orientation: job
satisfaction, commitment, and performance . Working paper,
Kansas State University.
D. Todd Donavan and Mary Ann Hocutt(2001). Customer
evaluation of service employee’s customer orientation:
extension and application. Journey of Quality
Management, 6, 293-306.
D. Todd Donavan, Tom J. Brown and John C. Mowen.(2004).
Internal benefits of service-worker customer orientation:
job satisfaction, commitment, and organizational
citizenship behaviors. Journal of marketing, 68(January),
128-146.
Fromm, B., & Schlesinger, L. (1993). The real heroes of
business and not a CEO among them. New York:
Currency/Doubleday.
Guiry, Michael (1992), Consumer and Employee Roles in
Service Encounters, in Advances in Consumer Research, 19,
John F. Sherry, Jr. and Brain Sternthal, Eds. The
Association for Customer Research, 666-672.
Gonzalez J.V. and T.G. Garazo (2006). Structural
relationships between organizational service orientation,
contact employee job satisfaction and citizenship
behavior. International Journal of Service Industry
Management, 17(1), 23-50.
Gale, Bradley. T(1994). Managing Customer Value. New York:
Free Press.
Heskett, James L. (1986). Managing in the Service Economy.
Boston: Harvard Business School Press.
Hogan, Joyce Robert Hogan, and Catherine M. Busch (1984).
How to Measure Service Orientation. Journal of Applied
Psychology, 69, 167-173.
Hogan R. and J. Hogan (1989). How to hire and train service-
oriented people.Supervisory Management, 34(9), 35-37.
Heskett, James L., W. Earl Sasser, Jr., and Christopher W.L. Hart. (1990).Service Breakthroughs: Changing the Rules of
the Games. New York: The Free Press.
Hallowell, Roger, Lenoard A.Schlesinger, and Jeffery
Zornitsky.(1996). Internal Service Quality, Customer and
Job Satisfaction : Linkages and Implication for
Management. Human Resource Planning,19(2), 20-30.
Hartline, Michael D. and O.C Ferrell.(1996).The Management
of Customer-Contact Service Employees: An Empirical
Investigation. The journal of Marketing,60(October),52-70.
Heskett, James L., W. Earl Sasser, Jr., and Leonard A
Schlesinger. (1997). The Service Profit Chain: How Leading
Companies Link Profit and Growth to Loyalty, Satisfaction,
and Value .New York: The Free Press.
Hurley, R. F. (1998a). A customer service behavior in retail
settings: A study of the effect of service provider
personality. Journal of the Academy of Marketing Sciences,
26(2), 115-227.
Hamburg, Ch., Hoyer, W. D., & Fassnacht, M. (2002). Service
Orientation of a Retailer’s business strategy: Dimensions,
Antercedents, and Performance Outcomes. Journal of
Marketing, 66 (October), 86-101.
Jaworksi, B. J., & Kohli, A. K. (1993). Market orientation:
antecedents and consequences. Journal of Marketing, 59,
71-82.
Johnson, Jeff W. (1996). Linking Empolyee Perceptions of
Service Climate to Customer Satisfaction. Personnel
Psychology, 49 (4), 831-851.
Kaplan, A., The Conduct of Inquiry, Chandler, San
Francisco(1964).
Kohli, Ajay K. and Bernard J. Jaworksi (1990), Market
Orientation: The Construct, Research Propositions, and
Managerial Implications. Journal of Marketing, 54 (April),
1-18.
Lytle, R.S., Hom, P.W., Mokwa, Mokwa, M.P. (1998). SERV*OR:
a managerial measure of organization. Journal of
Retailing, 74 (4), 447-454.
Lashley, Conrad. (1995). Towards an Understanding of
Employee Empowerment in Hospitality. International Journal
of Contemporary Hospitality Management,7 (1), 27-32.
Lytle, R. F. and J. E. Timmerman (2006). Service Orientation
and Performance: An Organizational Perspective. Journal of
Services Marketing, 20(2), 136-147.
Kelley, Scott W. (1992).Developing Customer Orientation
Among Service Employees. Journal of the Academy of
Marketing Science, 20 (1), 27-36.
Kotter, John P. and James L. Heskett. (1992).Corporate
Culture and Performance. New York: Free Press.
Kotler, P., Bowen, J., & Makens, J. (1996). Marketing for
hospitality and tourism.Upper Saddle River, New Jersey:
Prentice-Hall.
Kotler, Philip, John Bowen, and James Makens (1996).
Marketing for Hospitality and Tourism, Prentice Hall,
Upper Saddle River, NJ.
Klein, K. J., & Sorra, J. S. (1996). The challenge of
innovation implementation. Academy of Management Review,
21(4), 1055-1080.
Klein, H.J., Weaver, N.A., (2000). The effectiveness of an
organizational-level orientation training program in the
socialization of new hires. Personnel Psychology, 53 (1),
47-66.
Keillor, B.D., R.S. Parker and C.E. Pettijohn (1999). Sales
force performance satisfaction and aspects of relational
selling： implications for sales managers.Journal of
Marketing Theory and Practice, 7(1), 101-115.
Motowidlo, S. J.(1984). Does job satisfaction lead to
consideration and personal sensitivity? Academy of
Management Journal, 27(4), 910-15.
McDaniel, M.A., & Frei, R. L. (1994). Validity of customer
service measures in personnel selection : A meta-analysis.
Paper presented at the ninth annual conference of the
Society for Industrial and Organizational Psychology,
Inc.: Nashville.
McColl-Kennedy, J.R., White, T., (1997). Service provider
training programs at odds with customer requirements in
five-star hotels. The Journal of Services Marketing, 11
(4), 249-264.
Marktin, L. A. & fraser, A. L. (2002). Customer service
orientation in managerial and non-managerial employees: An
Exploratory study. Journal of Business and psychology,
16(3), 477-484.
Orpen, C., (1994). The effects of exchange ideology on the
relationship between perceived organizational support and
job performance. The journal of Social Psychology, 134
(3), 407.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L.
Berry(1998), SERVQUAL:A Multiple-Item Scale for Measuring
Consumer Perceptions of Service Quality. Journal of
Retailing, 64(Spring), 12-40.
Saxe, R., & Weitz, B. A. (1982,August). The SOCO scale: a
measure of the customer orientation of salespeople.
Journal of Marketing Research, 19, 343-351.
Solomon, Michael R., Carol Surprenant, john A. Czepiel, and
Evelyn G. gutman (1985), A Role Theory Perspective on
Dyadic Interactions: The service Encounter. Journal of
Marketing, 49 (Winter), 99-111.
Schneider, Benjamin. (1990). The Service Organization:
Climate is Crucial,” Organizational Dynamics,9 (2), 52-65.
Schlesinger, Leonard A. and james L. Heskett. (1991). The
Service-Driven Service
Company. Harvard Business Review,(September-October), 71-81.
Schneider, B., & Bowen, D. E. (1995). Winning the service
game. Boston: Harvard Business School Press.
Slater, F. Stanley and J.C. Narver (1994). Does competitive
environment moderate the market orientation-performance
relationship? Journal of Marketing,58(1), 46-55.
Shemwell, D. J., & Yavas, U. (1999). Measuring Service
quality in hospital: Scale development & managerial
application. Journal of Marketing Theory and Practice, 7
(3), 65-75.
Rosse, Joseph G., Howard E. Miller, and Laurie Keitel Barnes
(1991). Combining Personality and Cognitive Ability
Predictors for Hiring Service-Oriented Empolyees. Journal
of Business and Psychology, 5 (Summer), 431-445.
Rust, Roland T. and Anthony J. Zahorik (1993). Customer
Satisfaction, Customer Retention, and Market Share.
Journal of Retailing, 69 (Summer), 193-215.
R. Baydoun, D. Rose, T. Emperado(2001). Measuring Customer
Service Orientation: An Examination of the Validity of the
Customer Service Profile. Journal of Business and
Psychology, 15(4).
Treacy, Michael and Fred Wiersema (1993). Customer Intimacy
and Other Value Disciplines. Harvard Business Review,
(January-February), 84-95.
Thorsten Henning-Thurau(2004). Customer Orientation of
Service employees. International Journal of service
Industry Management, 15(5), 460-477.
Vroom, V.H.(1995). Work and motivation. San Francisco, CA:
Jossey-Bass.
Walker, O. C., & Ruekert, R. W. (1987,July). Marketing’s
role in the implementation of business strategies: a
critical review and conceptual framework. Journal of
Marketing, 51, 15-33.
Woo Gon Kim, Jerrold K. Leong and Yong-Ki Lee(2005). Effect
of service orientation on job satisfaction, organizational
commitment, and intention of leaving in a casual dining
chain restaurant. International Journal of Hospitality
Management, 24, 171-193.
Zeithaml, V.A. and Bitner, M.J.(2003). Service marketing:
Integrating customer focus across the firm(3rd ED.). New
York: McGraw Hill/Irwin.