本研究從人員在服務工作中的意願及能力之角度，以二個研究分別探討自我概念對個人資源與服務表現關係之調節作用。研究一從對顧客、群體、個人三個面向的動機心態，探討群體層面自我概念對顧客情感承諾(意願)與行為表現(利他組織公民行為、顧客服務)之間關係的調節作用。更進一步探討個人、群體層面自我概念與顧客承諾之間的三維交互作用，以檢視個人層面自我概念對以上群體層面自我概念調節作用的影響。從284位旅館服務人員之有效樣本中發現，群體層面自我概念能強化顧客情感承諾對利他組織公民行為、顧客服務之正向作用。此外，個人層面自我概念又能更進一步影響上述群體層面自我概念的調節效果。個人層面自我概念的調節分析發現，相較於低個人層面自我概念，在高個人層面自我概念的條件下，群體層面自我概念增強顧客情感承諾與利他組織公民行為之間正向關係的調節作用將較為明顯。研究二則是探討自我概念分別對角色寬度自我效能(能力)與對組織、對人際(主管及同事)，以及對自我三種特定焦點積極行為關係之調節作用。從259位航空公司地勤人員之有效樣本中發現，群體層面自我概念能強化角色寬度自我效能對組織積極行為的正向作用；關係層面自我概念能強化角色寬度自我效能對主管積極行為的正向作用；最後，個人層面自我概念能強化角色寬度自我效能對自我積極行為的正向作用。此二研究結果不僅顯示，以自我概念解釋個人行為動機的適用性，也提供了進一步的管理及實務意涵。

Based on the theoretical grounding of self-concept, this thesis examined the moderating role of different level of self-concepts through two studies. The first study examined the intersection of employees’ self-concept with their affective commitment to customers. Specifically, it elucidated the moderating effects of collective self-concept on affective commitment to customer and the three-way interaction coupled with individual self-concept. Results obtained from the sample of 284 employees at hotels showed that collective self-concept had additive moderating effects on the positive relationships between commitment and customer service as well as altruism to colleagues. In addition, the results also showed that the individual self-concept could determine the moderating role of collective self-concept. Specifically, with the increase of individual level self-concept, the collective self-concept would moderate the influence of commitment on altruism more obviously. The second study aims to identify the interactive effect of role breadth self-efficacy (RBSE) and the three levels of self-concept (collective, relational, and individual) in predicting of different foci of proactive behaviors. Results from 259 matched responses from an airline company in Taiwan showed that RBSE had a positive effect on (1) pro-organizational proactive behavior among those with higher collective self-concept, (2) pro-supervisor proactive behavior among those with higher relational self-concept, and (3) pro-self proactive behavior among those with higher individual self-concept. The findings provide insights into the moderating role of different levels of self-concept on RBSE-proactive behavior process in terms of specific targets or beneficiaries. Further implications for organizational research and practice are discussed.

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