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系統識別號 U0026-0812200911270839
論文名稱(中文) 內部行銷、員工反應、組織服務性氣候與經營績效之關係
論文名稱(英文) The relationship among internal marketing, employees' reaction, organizational service climate, and organizational performance
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 93
學期 2
出版年 94
研究生(中文) 王志民
研究生(英文) Chih-Min Wang
電子信箱 r4692404@ccmail.ncku.edu.tw
學號 r4692404
學位類別 碩士
語文別 中文
論文頁數 151頁
口試委員 指導教授-姜傳益
口試委員-莊立民
口試委員-余明助
指導教授-蔡明田
中文關鍵字 組織服務性氣候  信任管理階層  員工忠誠度  工作滿意  內部行銷  組織經營績效 
英文關鍵字 Organizational performance  Employee loyalty  Job satisfaction  Internal Marketing  Trust in management  Organizational service climate 
學科別分類
中文摘要   近年來服務業對於台灣經濟之影響力漸升,其經營管理遂成為商業領域之研究重點;為了建立公司的競爭優勢,服務產業漸將重視人力資本的精神轉化為公司的政策與策略,內部行銷的發展即是一項明顯的代表。本研究欲將組織實施內部行銷後之員工反應加以整合,期能透過較完整的構面來檢視內部行銷的效益。另透過服務性氣候的建立來發展一套讓組織永續經營之人力資源系統。

  本研究母體係針對台灣地區之服務業,以中華徵信所出版之「2004年台灣地區5000大企業」裡1,849家服務業為樣本來源,根據本研究對服務業之分類,採其中的運輸、商業銀行、醫療保健、會計師事務所、顧問等行業之各部門員工,總計發出776份問卷,回收126份有效樣本(回收率16.24%),以此樣本進行統計分析。

  對於理論架構與假設之驗證,本研究利用迴歸來驗證內部行銷、員工反應、組織服務性氣候與經營績效之因果關係,證明內部行銷會透過員工反應與服務性氣候之創造來影響經營績效,另利用線性結構方程式來檢視架構之適配度,再者,利用差異性分析來看不同服務性組織在不同構面間之表現是否有顯著差異。

  根據本研究統計分析之驗證結果歸納出下列結論與貢獻,第ㄧ、透過完整教育訓練、優渥薪資福利、充分授權與良好溝通之內部行銷作為將對服務業經營績效產生直接效果;而充分的授權、良好的溝通與優渥的薪資福利則會透過員工反應正面影響經營績效,另外透過優渥的薪資福利、完整的教育訓練、充分的授權、與完備的晉升轉調管道則可以透過服務性氣候的創造來影響經營績效,同樣是透過間接效果來使內部行銷創造經營績效,但卻是以不同的措施與作法。因此服務性組織必須瞭解,完整的教育訓練與優渥的薪資福利是利己之高報酬投資而非負擔,除此之外,更要能夠有效測量服務性氣候與員工反應以檢視內部行銷對經營績效之影響效果。第二、本研究成功將授權構面加入內部行銷定義之中。第三、本研究發現組織能創造出良好的服務性氣候,則員工對於管理階層之信任將會明顯提升。



英文摘要  As the increasing impact of service industries on Taiwan’s economy, the management of service industries got more attention in business research field recently. In order to create competitive advantages, service industries have transformed the spirits of emphasizing on human capital to policies and strategies of firms. The development of Internal Marketing is an obvious example. This study wants to integrate employees’ reactions after implementation of Internal Marketing, expecting to examine the benefits of IM through a more complete concept, and to develop a human resource system for a firm to keep operating through construction of organizational service climate.

 The whole service industries in Taiwan were taken as the population of this study. The research sample came from 1,849 firms in “The Largiest 5000 corporations in Taiwan (2004)” which was published by China Credit Information Inc.. Some industries were chosen according to the classification by the study, inclusive of transportation, commercial banks, medical treatment, CPA firms, consultants and so on. 776 questionnaires were mailed to those sample firms and 126 were collected (the rate of response is 16.24%), and then were statistically analyzed.

 To verify the framework and all the hypotheses, regression method were employed to prove the relationships between internal marketing, employees’ reactions (job satisfaction, employee loyalty, and trust in management), organizational service climate and organizational performance, proving that Internal Marketing can create organizational performance through employee reactioans and organizational service climate. LISREL were used to check the fitness of the framework as well. In addition, ANOVA and T-test were employed to test the differences of those variables between various types of service organizations.

 The conclusions and contributions were generated according to the analysis results. Fisrt, Internal Marketing has direct effect on organizational performance through complete educational training, abundant compensation and welfare, full empowerment, and good communication. It also has indirect effect on organizational performance through employees’ reactions by full empowerment, good communication, and competitive compensation and welfare. Organizational performance can be created through organizational service climate which is stimulated by abundant compensation and welfare, complete educational training, full empowerment, and well-designed promotion and rotation systems as well. We found that different Internal Marketing practices can samely have indirect effect on organizational performance. Therefore service organizations have to understand that educational training and abundant compensation are investments with high returns, not burdens. Besides, they are supposed to develop the tools to examine organizational service climate and employees’ reactions effectively in order to figure out what and how Internal Marketing affcts organizational performance. Second, this study contributes to include “Empowerment” in Internal Marketing practice. Third, it also succeeds in linking the relationship between organizational service climte and employees’ trust in managaement.



論文目次 目 錄
摘要 Ⅰ
(Abstract)英文摘要 Ⅱ
誌謝 Ⅲ
目錄 Ⅳ
表目錄 Ⅵ
圖目錄 Ⅷ

第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 4
第三節 研究對象與範圍 5
第四節 研究流程與論文架構 6
第二章 文獻探討 8
第一節 內部行銷 8
第二節 工作滿意 23
第三節 員工忠誠度 27
第四節組織信任及對管理階層之信任 33
第五節 組織服務性氣候 38
第六節 服務性組織種類 42
第七節 組織經營績效 45
第八節 研究構面之關係探討 49
第三章 研究方法 59
第一節 研究架構 59
第二節 研究假設 60
第三節 變數操作性定義 64
第四節 研究問卷設計 67
第五節 抽樣方法與樣本分析 75
第六節 信度與效度分析 77
第七節 資料分析方法 81
第四章 研究結果分析與討論 83
第一節 研究變項之描述性分析 83
第二節 自變數與依變數之關係分析 88
第三節 整體模式之適配度分析 109
第四節 公司所處服務業類別在各構面之差異性分析 117
第五章 結論與建議 120
第一節 研究結論 120
第二節 理論與實務意涵 123
第三節 研究限制 128
第四節 未來研究方向 129
參考文獻 130
附 錄 146

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