本研究以影響百貨公司第一線服務人員顧客導向行為做為研究主題，以零售百貨業的角度，嘗試探討高雄市百貨公司服務品質之衡量指標，將服務品質、顧客滿意度與顧客忠誠度相結合，發展觀念性的架構，並以計畫行為理論為基礎；並透過實證的方式探討顧客導向的態度、專櫃人員的主觀規範以及知覺控制行為如何影響其顧客導向行為。以計畫行為理論為基礎，透過實證來探討。
本研究的範圍係針對在台灣地區的百貨服務業為研究母體，採用便利抽樣法以高雄地區漢神百貨公司的專櫃人員為受測對象，將百貨服務業之專櫃分為一般及精品兩個層級，進行問題填答，總計共發放問卷數250份，回收問卷數205份。統計方法運用了因素分析、敘述性統計，並採線性結構關係模式LISREL探討計畫行為理論之正向影響。
研究結果顯示
一.員工顧客導向之態度正向影響顧客導向的行為
二.員工顧客導向之主觀規範正向影響顧客導向的行為
三.員工顧客導向之知覺行為控制正向影響顧客導向的行為

The purpose of this study is to investigate the customer oriented behavior of first-line salespeople in department stores. It starts from probing the index of service quality based on the retailing industry’s perspective, and develops a research framework that includes such variables as service quality, customer satisfaction, and customer loyalty. The framework based on the theory of planned behavior (TPB) is designed to include customer-oriented attitude, salespeople’s subjective norm, and behavior control.
A convenience sampling was conducted in the Kaohsiung Hanshin Department Store, one of the largest departments in Taiwan. 250 questionnaires were sent to the salespeople of the departments, and 205 responded. A statistical analysis including such techniques as descriptive statistics, factoring, and SEM was conducted, and the results showed that…
1.The positive attitude toward behavior of salespersons’ customer- oriented behavior significantly affects salespersons’ customer- oriented behavior.
2.The subjective norm of salespersons’ customer-oriented behavior significantly affects salespersons’ customer-oriented behavior.
3.The perceived behavioral control of salespersons’ customer- oriented behavior significantly affects salespersons’ customer- oriented behavior.

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