| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 103 === The key factors to impact on the attitudes and centripetal force of employees are leadership style and organizational support. The purpose of this research is to investigate how paternalistic leadership style and psychological capital affect the customer oriented behaviour and to explore the moderating role of working seniority and distributional justice in the relationship between paternalistic leadership style and psychological capital and customer oriented behaviour. The questionnaire was distributed to 88 sales representatives and there were 81 received valid questionnaires. In CFA statistic model, the independent variables are paternalistic leadership style including benevolent leadership, moral leadership and authoritarian leadership, and psychological capital. The dependent variable is customer oriented behaviour and the confounding factors include working seniority and distributional justice. The study results showed that moral leadership of paternalistic leadership had a significant positive impact on customer oriented behaviour. Furthermore, taking working seniority as a moderating variable, it was found that junior employees were significantly positively affected for moral leadership of paternalistic leadership and customer oriented behaviour; distributional justice has a significant positive impact on the relationship between psychological capital and customer oriented behaviour.
Keywords: Paternalistic leadership, psychological capital, customer-oriented
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