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摘要：目前经济一直处于稳定缓慢增长的新常态下，随着经济的增长和人口的增加，人们生活水准的提高，服务行业达到了空前繁荣时期，相应地出现了许多服务现象，如顾客导向偏差这一行为。本文旨在通过文献综述、定性和定量分析等方法，提出适合中国服务情景顾客导向偏差行为的概念、维度以及驱动因子，以此作为提高现代企业服务质量和顾客体验的实践原理依据。目前中国对这行为现象的研究甚少，虽然国外已有学者对一线员工的顾客导向偏差行为进行了研究，且研究的人在不断的增加，但也只是简单地将它归为过度服务行为，并没有阐述两者之间的差异，更很少有针对一线员工实施这一行为的原因进行深入的研究。文章第一章绪论对研究背景，研究意义、研究办法进行阐述；第二章通过文献综述概括出了不同学者对顾客导向偏差的概念、维度及其驱动因子的观点；第三章首先通过访谈结合文献综述以及自己的设想产生测项，接着提成量表，通过探测性因子分析得出顾客导向偏差行为的维度，最后进行验证分析；第四章通过访谈结合文献综述提出来了中国情境下的驱动因子，并利用驱动因子与顾客导向偏差行为之间的关系对其进行验证；第五章利用一个企业案例分析，阐述顾客导向偏差行为对企业服务质量的影响。
毕业论文关键字：一线员工；顾客导向偏差；维度；驱动因素
The research of the influence of frontline employees of Customer-oriented deviance (COD）behaviors
Abstract: The economy has been in a slow, steady growth under the new normal, with the increase of economy and the growth of the population, the improvement of people's living standard, service industry reached an unprecedented period of prosperity, corresponding to the emergence of many service phenomenon, such as the behavior of customer orientation bias.This paper aims to through literature review, qualitative and quantitative analysis method, is proposed for the concept of customer orientation deviant behavior in Chinese service scenario, dimensions and driving factors, so as to improve the modern enterprise service quality and customer experience of practice theory. At present, there is little research on this behavior phenomenon in China., although the foreign scholars on the frontline staff of customer orientation deviation behavior were studied and research in increasing, but only simply will return to it over the service behavior, does not explain the differences between the two, but few for front-line staff implementation this behavior causes in-depth study. The introduction in the first chapter of this article on the research background, research significance, the research methods described; in the second chapter, through literature review, this paper summarized the existing literature on customer orientation deviation concept, dimensions and driving factors; in the third chapter, firstly through interviews with literature review and his idea of measurement items and then deduct a percentage from a sum of money scale, through exploratory factor analysis that the dimension of customer orientation deviation behavior. Finally, verify the analysis; In the fourth chapter, through interviews with literature review proposed to the Chinese context of driving factors, and utilizes the driving the relationship between factors and customer orientation deviation behavior to verify; the fifth chapter using a business case analysis, expounds the influence of customer orientation deviation behavior of the service quality of enterprise.
Keywords: Frontline employees; Customer-oriented deviance; Positive deviance; Service situation
目录
一、绪论 1
（一） 研究背景 1
（二） 研究意义