本研究從對顧客、群體及個人等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與行為表現（利他組織公民行為、顧客服務）間之關係的調節作用，更進一步探討個人層面、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間之正向關係的調節作用將較為明顯。研究結果不僅顯示在顧客承諾研究中以自我概念解釋顧客承諾的適用性，也提供了進一步的管理及實務意涵。

Based on the motivational mindsets relating to customer and collective/individual self-concept, this study examined the intersection of employees’ self-concept with their affective commitment to customers. We elucidated the moderating effects of collective self-concept on affective commitment 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. Implications of these results as well as strengths, limitations, and avenues for future research are discussed.