【正文】 and CVP. There are many problems to be studied further, such as the relation among four dimensions of service and their influence on CVP etc., which are our research direction in the future. Key words: Service Fairness。 while on the contrary, people’s behavior is greatly influenced by fairness which is focused on from the ancient. Nowadays, with the social progress and the improvement of people’s need，people’s concern to fairness is even more strengthened. The research in the business enterprise pays attention to people’s subjective feeling towards fairness, namely people’s judgment，consciousness and feeling of whether thing or behavior is fair according to people’s views, standpoints and outlooks. In fact , it is the problem of the fair consciousness or fair feeling. In most empirical researches, Fairness is a kind of social mental state construct, namely if the most people thinks that a kind of behavior is fair, so this kind of behavior is fair ( Cropanzano and Greenberg，1997 ).In order to explore the structure of service fairness, this paper first gets the item of fairness by literature review, opening questionnaire and interviews etc. Then we refine and confirm the item with three questionnaires. Firstly we investigate MPA student to refine the item and get the scale of service fairness. Second we take on premeasure to analyze the reliability and validity of fairness scale, and further refine the item again. Thirdly, based on first and second step, we began to investigate formally. In this step we add the scale of relationship quality and customer voluntary performance in the questionnaire. After obtaining the actual data, we analyze the reliability of the formal questionnaire. Then we analyze the result that all kinds of structures ( one factor structure、twofactor structure、threefactor structure and fourfactor structure) fit to the data .We find fourfactor structure as a resul fit to the data best. At last, we use the variables of relationship quality and customer voluntary performance（CVP）to confirm the predictive validity of fairness scale. The analysis on structure square model shows that the fourfactor structure has the good predictive validity.Firstly we explore the service fairness construct of Chinese consumer, and get a local scale of service fairness.From review of the literature, although organized research put forward with four dimensions of fairness: distributive justice、procedural justice、interpersonal justice and informational justice. But most research is based on Clemmer’s study that customer would judge fairness from three aspects of result, procedure and human relations, as a result，service fairness is threefactor structure. We think under the condition of the network information and the background of Chinese consumer, with the importance of information, the invisible character of serve and the influence of Chinese culture, the service fairness of Chinese consumer be more likely to be four factorstructure. Based on review of related research, we bine the fairness research with Chinese consumer characteristics, and put forward with the hypotheses that the service fairness of Chinese consumer is four factor structure. After questionnaires, we explore and confirm the fourfactor structure of service fairness. Our research develops the theories of service fairness to some extent, also contributes to research further the use of service fairness in relationship marketing.Secondly, we explore the influence of service fairness on there were researchs to investigate the influence of service fairness on the relation between business and customer before (Clemmer, 1988。研究顯示，服務公平感四個維度通過關系品質對顧客自發(fā)行為有顯著的間接影響，除此之外，服務公平感的某些維度對顧客自發(fā)行為還有顯著的直接影響。服務公平對顧客自發(fā)行為影響的實證研究服務公平感對顧客自發(fā)行為影響的研究The research about the influence of service fairness on the Customer Voluntary Performance摘要 本文就服務公平感對顧客自發(fā)行為的影響做了探索。在研究中，我們對服務公平感采取了四因素結構，服務公平感包括結果公平、分配公平、人際公平和信息公平四個維度。關鍵詞 服務公平感 關系品質 顧客自發(fā)行為Abstract:People do not worry about poverty but unfairness。 The Clemmer and Schneider, 1993), furthermore scholars pointed out the importance of service fairness to maintain customer (Bowen, 1997). Bettencourt (1997) also explore a few prior condition of the CVP. There is no special literature to study the influence of service fairness on CVP. Based on review of literature, we integrate the relation among service fairness, relationship quality and CVP, and build a systematical model which shows the influence of service fairness on CVP. We explore the path on which fairness affects the CVP. (In regard to already literature)At last, we systematically explore the influence of service fairness on relationship there were researches to explore the influence of service fairness on the relationship quality before(Han Xiaoyun and Wang Chunxiao 2003。 Structure。 一、引言人們不患寡而患不均，公平對人們的行為影響很大。曾有學者在一項研究中要求被訪者回答，如果附近只有兩家藥店，其中一家停業(yè)，而另一家趁機抬價，他們將會怎樣做。根據(jù)Bettencourt（1997）的研究,顧客自發(fā)行為指的是顧客在特定條件下，做出有助于企業(yè)整體提升服務效益或品質的行為。那么這種行為方式是否受到服務公平的影響以及受影響的方式如何?在本文中，我們將對這個問題進行專門的探索。即如果大多數(shù)人認為一種行為是公平的，那么這種行為就是公平的( Cropanzano和Greenberg, 1997 ) 。雖然人們很早就對公平問題進行了探索。1965年，亞當斯（Adams）采用社會交換理論對組織公平進行了研究，之后，學者們相繼研究了組織公平的概念、維度以及組織公平對員工行為的影響。1993年，Greenberg則從互動公平里分離出了信息公平和人際公平，這使得組織公平在研究中可操作成四因素結構。在營銷領域，服務公平感的系統(tǒng)研究始于Clemmer。之后，Swan and Oliver（ 1991）、Seiders and Berry（1998）、Tax， Brown， and Chandrashekaran（1998）、Szymanski and Henard（2001）等學者在此基礎上對服務公平感展開了研究。在我國，公平的實證研究主要是臺灣和香港學者進行的，在內地，有關服務公平感的研究主要體現(xiàn)在中山大學汪純孝教授等人的研究成果上，他們也主要借鑒了clemmer的研究成果，服務公平感結構采取的是三因素結構。在研究中Bettencourt(1997)主要鑒定了顧客自發(fā)行為的定義并提出了顧客自發(fā)行為三個維度：忠誠行為——顧客作為企業(yè)產(chǎn)品或服務的有效促銷者（promoters）(Bowers et al .， 1990)；合作行為——作為人力資源的顧客（換句話說，就是提供增強生產(chǎn)力和質量信息的合作生產(chǎn)者（Kelley et al，1990，1992）；參與行為——作為企業(yè)咨詢的顧客（Schneider and Bowen，1995；Wostenhome，1988），提供企業(yè)服務傳遞及創(chuàng)新方面的資訊來源（Plymire，1991）。（3）服務公平感與顧客自發(fā)行為關系的研究雖然在組織公平里面有學者研究過組織公平與員工自發(fā)行為的關系，但在營銷領域沒有學者專門就服務公平感與顧客自發(fā)行為的關系展開