近年來服務業快速蓬勃發展，所有行業以服務業的比重在產業結構中快速成長且逐年提升，對於整個經濟價值的創造越來越重要，目前服務業產值佔國內生產毛額已經高達74%左右，服務業的就業人口也佔總就業人口近60%以上，服務業已成為主要產業，企業必須要對員工及顧客發展出獨特的行銷策略。本研究主要探討不動產仲介業內部行銷、服務氣候、服務導向組織公民行為與員工顧客導向之關係研究，期盼能對不動產仲介業有所建議及幫助。
本研究問卷透過郵寄方式請各縣市不動產仲介公會理事長及從事不動產仲介的專業人員協助進行發放問卷給營業員和經紀人填寫，郵寄發放調查總問卷數為404份，回收358份，扣除無效問卷26份後，經整理過後有效問卷共332份，有效問卷回收率為82％，本研究使用SPSS及AMOS統計套裝軟體進行敘述性統計分析、因素分析、信度分析、獨立樣本T檢定、多變異數分析、線性結構關係模式等分析。
本研究實證結果顯示:
1.內部行銷對服務導向組織公民行為有顯著正向影響。
2.服務氣候對服務導向組織公民行為有顯著正向影響。
3.服務導向組織公民行為對員工顧客導向有顯著正向影響。
4.內部行銷會透過服務導向組織公民行為的中介作用，顯著正向影響員工顧客導向。
5.服務氣候會透過服務導向組織公民行為的中介作用，顯著正向影響員工顧客導向。
6.不同的員工特性對於內部行銷、服務氣候、服務導向組織公民行為、員工顧客導向則有部分顯著差異。

Recently, service industry has progressed vigorously and fast. The proportion of service industry in industrial structure is increasing rapidly, and service industry plays an important role in creating economic value. The output of service industry in GDP is up to about 74%, and the proportion of service employment in total employment is nearly 60%, which indicates that service industry has become the main industry. Firms should develop unique marketing strategies for employees and customers. This study focused on the relationship among internal marketing, service climate, service-oriented organizational citizenship behavior and employee’s customer orientation in the real estate brokerage industry, looking forward to giving help and suggestions on the real estate brokerage industry.
The questionnaires are distributed to salespersons and realtors by every municipal Association of Real Estate Brokerage. The number of released questionnaires is 404, and 358 copies were replied. After eliminating 26 invalid questionnaires, there remains 332 valid copies and the valid response rate is 82%. This study uses statistical software, SPSS and AMOS, to carry out descriptive statistics analysis, factor analysis, reliability analysis, t test, MANOVA and LISREL.
The empirical findings show that:
1.Internal marketing has a significant positive effect on service-oriented organizational citizenship behaviors.
2.Service climate has a significant positive effect on service-oriented organizational
citizenship behaviors.
3.Service-oriented organizational citizenship behaviors have a significant positive
effect on employee’s customer orientation.
4.Internal marketing has a significant positive effect on employee’s customer orientation through service-oriented organizational citizenship behaviors.
5.Service climate has a significant positive effect on employee’s customer orientation through service-oriented organizational citizenship behaviors.
6.The effects of Employees’ characteristics on internal marketing, service climate,
service-oriented organizational citizenship behaviors and employee’s customer orientation vary significantly by the differences of Employees’ characteristics.

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