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系統識別號 U0026-0812200914082979
論文名稱(中文) The Relationships among Internal Marketing, Job Satisfaction, Relationship Marketing, Customer Orientation, and Organizational Performance: An Empirical Study of TFT-LCD Companies in Taiwan
論文名稱(英文) The Relationships among Internal Marketing, Job Satisfaction, Relationship Marketing, Customer Orientation, and Organizational Performance: An Empirical Study of TFT-LCD Companies in Taiwan
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 96
學期 2
出版年 97
研究生(中文) 蔡佳君
研究生(英文) Chia-chun Tsai
電子信箱 nicole700212@gmail.com
學號 ra795402
學位類別 碩士
語文別 英文
論文頁數 98頁
口試委員 指導教授-吳萬益
召集委員-潘浙楠
口試委員-張紹基
中文關鍵字 內部行銷  工作滿意度  關係行銷  顧客導向  組織績效 
英文關鍵字 Organizational Performance  Job satisfaction  Customer orientation  TFT-LCD  Relationship marketing  Internal marketing 
學科別分類
中文摘要 none
英文摘要 TFT-LCD industry has become one of the domain industries in Taiwan. It is expected that the TFT-LCD industry can achieve an annual production value of one trillion NTD in 2007. However, relevant studies regarding how internal marketing, relationship marketing, and customer orientation influence on the success of the firms operation is limited. In this research, we take Taiwan TFT-LCD industrial companies as the research objects and try to identify the interrelationship among internal marketing, job satisfaction, relationship marketing, customer orientation and organizational performance. Although these companies are classified to manufacturing industry, it is suggested that the service components could be applied for the success of business operations. Specifically, the influences of internal marketing, job satisfaction and customer orientation on relationship marketing and organizational performance are evaluated. A research model is developed based on a series of literature reviews and hypotheses developments. The research results include: (1) there are significant relationships between internal marketing, customer orientation, and relationship marketing; (2) relationship marketing has significant influences by internal marketing, job satisfaction, and customer orientation; (3) organizational performance has significant influences by job satisfaction, relationship marketing, and customer orientation.
論文目次 ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS IV
LIST OF TABLE IX
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 RESEARCH OBJECTIVES 5
1.3 RESEARCH PROCEDURES 6
1.4 RESEARCH STRUCTURES 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 INTERNAL MARKETING 9
2.1.1 The Concepts of Internal Marketing 9
2.1.2 Three phases of Internal Marketing 12
2.1.3 The Implementations of Internal Marketing 14
2.2 JOB SATISFACTION 18
2.2.1 The Concepts of Job Satisfaction 19
2.3 RELATIONSHIP MARKETING 21
2.3.1 The Concepts of Relationship Marketing 21
2.3.2 The Level of Relationship Marketing 23
2.4 CUSTOMER ORIENTATION 24
2.4.1 The Concepts of Customer Orientation 24
2.4.2 The Implementation of Customer Orientation 26
2.5 ORGANIZATIONAL PERFORMANCE 27
2.6 INTERRELATIONSHIP AMONG RESEARCH CONSTRUCTS AND HYPOTHESES DEVELOPMENTS 28
2.6.1 Relationship between Internal Marketing and Job Satisfaction 28
2.6.2 Relationship between Internal Marketing and Customer Orientation 29
2.6.3 Relationship between Internal Marketing and Relationship Marketing 31
2.6.4 Relationship between Job satisfaction and Customer Orientation 32
2.6.5 Relationship between Job Satisfaction and Relationship Marketing 34
2.6.6 Relationship between Job Satisfaction and Organizational Performance 34
2.6.7 Relationship between Customer Orientation and Relationship Marketing 35
2.6.8 Relationship between Relationship Marketing and Organizational Performance 37
2.6.9 Relationship between Customer Orientation and Organizational Performance 39
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 41
3.1 THE CONCEPTUAL MODEL 41
3.2 CONSTRUCT MEASUREMENT 42
3.2.1 Internal Marketing 42
3.2.2 Job Satisfaction 43
3.2.3 Relationship Marketing 44
3.2.4 Customer Orientation 45
3.2.5 Organizational Performance 46
3.2.6 The Basic Information of Respondents 46
3.3 HYPOTHESES TO BE TESTED 47
3.4 QUESTIONNAIRE DESIGN 48
3.5 SAMPLING PLAN 49
3.6 DATA ANALYSIS PROCEDURES 49
3.6.1 Descriptive Statistic analysis 49
3.6.2 Purification and Reliability of the Measurement Variable 49
3.6.3 The Method to Compare the Difference among Variables 51
3.6.4 Canonical Correlation Analysis. 51
3.6.5Linear Regression Analysis 52
3.6.6 Structure Equation Model (SEM) 52
CHAPTER FOUR DESCRIPTIVE AND RELABILITY ANALYSIS 53
4.1 DESCRIPTIVE ANALYSIS 53
4.1.1 Characteristic of Respondents 53
4.1.2 Measurement Results for Research Variables 55
4.2 FACTOR ANALYSIS AND RELIABILITY TEST 57
4.2.1 Internal Marketing 57
4.2.2 Job Satisfaction 60
4.2.3 Relationship Marketing 60
4.2.4 Customer Orientation 63
4.2.5 Organizational Performance 64
4.3 THE COMPARISON AMONG DIFFERENT AGE, EDUCATION LEVEL, POSITION, TENURE, DEPARTMENT, AND COMPANY 65
4.3.1 The Comparison among Different Age 65
4.3.2 The Comparison among Different Education Levels 66
4.3.3 The Comparison among Different Positions 67
4.3.4 The Comparison among Different Tenure 68
4.3.5 The Comparison among Different Departments 69
4.3.6 The Comparison among Different Company 70
CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 72
5.1 INTERRELATIONSHIPS AMONG INTERNAL MARKETING, CUSTOMER ORIENTATION AND RELATIONSHIP MARKETING 72
5.2 THE RESULTS OF LINEAR REGRESSION 75
5.2.1 The Influence of Internal Marketing on Job Satisfaction 75
5.2.2 The Influence of Job Satisfaction on Organizational Performance 76
5.2.3 The Influence of Relationship Marketing on Organizational Performance 77
5.3 THE RESULTS OF STRUCTURAL EQUATION MODEL 78
CHAPTER SIX CONCLUSIONS AND SUGGESTIONS 83
6.1 RESEARCH CONCLUSIONS 83
6.2 MANAGERIAL IMPLICATIONS AND SUGGESTIONS 88
6.3 LIMITATIONS AND FUTURE RESEARCH DIRECTIONS 89
REFERENCES 90
APPENDIX 98
APPENDIX-1 SURVEY QUESTIONNAIRE 98
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