進階搜尋


下載電子全文  
系統識別號 U0026-1308201423452100
論文名稱(中文) 探討台灣高科技產業之內部行銷對於組織承諾、工作滿意度及工作績效之影響
論文名稱(英文) The Impact of the Internal Marketing on Organizational Commitment, Job Satisfaction and Job Performance in the High Technology Industry in Taiwan
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 102
學期 2
出版年 103
研究生(中文) 林遠弘
研究生(英文) Yuan-Hung Lin
電子信箱 willylin1014@gmail.com
學號 R07001442
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 口試委員-李奇勳
口試委員-黃吉村
指導教授-蔡東峻
中文關鍵字 內部行銷  工作滿意度  組織承諾  工作績效  高科技產業 
英文關鍵字 internal marketing  job satisfaction  organizational commitment  job performance  high technology industry 
學科別分類
中文摘要 從過去相關文獻中,內部行銷相關之作為已運用至服務業、金融業等產業之中。高科技產業於內部行銷之研究則相對較少。然而,高科技產業在推動內部行銷方案時,組織內部員工能否對於所屬團隊產生認同感及使命感,增進整體之工作表現及績效,是值得探討之議題。本研究之目的即是要探討台灣地區高科技產業內部行銷、工作滿意度、組織承諾及工作績效構面間之影響。
本研究探討高科技產業內部行銷機制對組織內部成員工作滿意度、組織承諾與工作績效之影響。以台灣地區高科技產業員工為對象,以高科技產業內部員工作為資料彙集樣本及本研究之研究對象,並採用結構方程式模式來做資料分析與驗證假設。本研究所得之重要研究結果分述如下:(1) 高科技產業之內部行銷作為會直接影響員工之工作滿意度並進而影響其工作績效表現。(2) 高科技產業之內部行銷作為會透過工作滿意度間接影響到員工對組織之承諾。(3) 高科技產業之內部行銷作為並不會對員工之組織承諾、工作績效產生直接之影響。(4) 高科技產業員工之服務年資對管理支持、持續承諾、工作績效具有顯著之差異。(5) 高科技產業員工之職位對管理支持、內部溝通、工作滿意度、規範承諾、脈絡績效具有顯著之差異。
最後,本研究也對企業提出幾項建議:(1) 高科技產業應建立完整之內部行銷機制以提升員工之工作滿意度進而達成提昇工作績效,強化組織承諾之目標。(2) 高科技產業應建立符合企業內部員工需求的訓練課程及相關活動,加強員工本身之工作能力及對組織之認同。(3) 高科技產業內部應有暢通的正式與非正式的溝通管道,對內部行銷機制持續支持。
英文摘要 SUMMARY
This study focused on the relationships among internal marketing, job satisfaction, organizational commitment and job performance in the high technology industry in Taiwan.The propose of the internal marketing is to help the internal employees increase the job satisfaction, which should promote job performance and facilitate the organization accomplishing its ultimate business objectives. The participants in the study were 230 internal employees in high technology industry. This is an empirical study based on questionnaire surveys and applying hypothesis test method from valid samples so that received specific conclusions and recommendations.
The results show that internal marketing and job satisfaction, job satisfaction and job performance, job satisfaction and organizational commitment have positive relationship. And the result will be examined that the job satisfaction will affect the organizational commitment and job performance of employees.

INTRODUCTION
In recent years, the concept of internal marketing has been put on highly attention in Taiwan's high technology industry. The way to retain outstanding talents has been focused on not only creating earning of corporation but also providing various internal marketing efforts which would help to increase employees’ job satisfaction and sense of accomplishment of internal staffs as well as to improve their organizational commitment, sense of honor and happiness.
From the past literature, internal marketing has been implemented for long time in the service and banking industries. Nevertheless the relevant researches in high technology industry are relatively few. However, it's a study-worth issue that whether the promotion of internal marketing creates high organizational commitment, good sense of mission and better job performance. This research discusses the influences among the dimensions of internal marketing, job satisfaction, organizational commitment and job performance.

MATERIALS AND METHODS
This study explores the measure variables for internal marketing, organizational commitment, job satisfaction and job performance.
Conduit & Mavondo (2001) and Gounaris (2008) propose the training, management support, motivation and reward, and internal communication to measure the internal marketing. Job satisfaction using Weiss et al. (1967) Short-style MSQ scales are applied to measure Job satisfaction. Allen & Meyer (1990) proposed three dimensions of organizational commitment, including affective commitment, continuance commitment and normative commitment to measure of organizational commitment. Motowidlo & Van Scotter (1994) proposed two dimensions of job performance, including task performance and contextual performance to be measured. Through explore the relationship among various dimensions to provide more specific recommendation for enterprises.
With the internal employee of the high technology industry in Taiwan as study subjects, a total of 300 questionnaires were distributed. A total of 230 effective copies were retrieved from 253 returned copies excluding 23 copies due to incompleted answers and these data contribute to a high valid rate of 90.4%. The study was applied in data analysis, including descriptive statistics analysis, reliability analysis, confirmatory factor analysis and structural equation modeling (SEM) to verify the hypothesis testing.

RESULTS AND DISCUSSION
The structural equation modeling (SEM) was employed to examine relationships among internal marketing, job satisfaction, organizational commitment and job performance.To test the research hypothesis, and this study primarily used the structural equation modeling (SEM) in order to assess relationships across various dimensions. (1)Internal marketing is positively related to job satisfaction. (2)Internal marketing is positively related to job performance. (3)Job performance is positively related to organizational commitment. (4)Job satisfaction is used as an intervening variable to affect organizational commitment, which represents an indirect effect. (5)Job satisfaction is used as an intervening variable to affect job performance, which represents an indirect effect.

CONCLUSION
Therefore, according to the findings of this study, we can infer that (1)Internal marketing will directly affect employees' job satisfaction and further affect their job performance in high technology industry. (2)Internal marketing will indirectly affect employees' organization commitment through job satisfaction in high technology industry. (3)Internal marketing does not have a direct impact on employees' organizational commitment, job performance in high technology industry. (4)Seniority with significant differences in management support, continuance commitment, job performance in high technology industry. (5)Job position with significant differences in management support, internal communication, job satisfaction, normative commitment and contextual performance in high technology industry.
論文目次 第一章 緒論……………………………………………………………………………………………………………………………1
第一節 研究背景與研究動機……………………………………………………………………………………………1
第二節 研究目的…………………………………………………………………………………………………………………3
第三節 研究範圍…………………………………………………………………………………………………………………3
第四節 研究流程…………………………………………………………………………………………………………………4
第二章 文獻探討…………………………………………………………………………………………………………………5
第一節 內部行銷…………………………………………………………………………………………………………………5
第二節 工作滿意…………………………………………………………………………………………………………………10
第三節 組織承諾…………………………………………………………………………………………………………………11
第四節 工作績效…………………………………………………………………………………………………………………13
第五節 各構面關係之探討………………………………………………………………………………………………14
第三章 研究方法…………………………………………………………………………………………………………………17
第一節 研究架構…………………………………………………………………………………………………………………17
第二節 各變數之衡量…………………………………………………………………………………………………………18
第三節 調查方法…………………………………………………………………………………………………………………23
第四節 資料分析方法…………………………………………………………………………………………………………24
第五節 前測問卷之結果……………………………………………………………………………………………………26
第四章 結果分析與討論……………………………………………………………………………………………………29
第一節 敘述性統計分析……………………………………………………………………………………………………29
第二節 正式問卷量表之信度分析…………………………………………………………………………………36
第三節 研究假設之驗證性因素分析………………………………………………………………………………40
第四節 建構效度分析…………………………………………………………………………………………………………41
第五節 結構方程式模型分析……………………………………………………………………………………………45
第六節 差異性分析……………………………………………………………………………………………………………49
第五章 結論與建議……………………………………………………………………………………………………………54
第一節 研究結論…………………………………………………………………………………………………………………54
第二節 實務上的建議…………………………………………………………………………………………………………58
第三節 研究限制與後續研究之建議………………………………………………………………………………59

參考文獻…………………………………………………………………………………………………………………………………61
附錄一 正式問卷…………………………………………………………………………………………………………………65
參考文獻 【中文部分】
1.TSMC (2012),台灣積體電路製造股份有公司民國一百零一年度企業社會責任報告書。
2.史習安、陳佐任(2008),正向主管奬賞行為如何影響員工的工作表現—目標接受與組織承諾的中介效果。組織與管理,第1卷第2期,89-121頁。
3.巫喜瑞(2001),「服務業內部行銷導向、組織支持、工作滿足與顧客導向間關係之研究-銀行業之例」,國立中山大學企業管理研究所博士論文。
4.李春長與沈珮君(2008),組織結構、員工工作滿意度與組織承諾對工作績效之影響-以不動產經紀人員為例,台灣土地研究第11卷第1期,頁65-103。
5.張紹勳(2001),《研究方法》。台北:滄海書局。
6.陳寬裕、王正華(2010)。論文統計分析實務:SPSS 與AMOS 的運用。台北:五南。
7.曾信超與黃先鋒(2009),內部行銷與組織效能之關聯性-以組織承諾與工作滿意為中介變項,商管科技季刊第10卷 第2期,頁291 –326。
8.黃營杉與齊德彰(2011),服務業內部行銷、企業文化、工作滿足與經營績效間關聯性之研究-以台灣國際觀光旅館為例,管理與系統第11卷 第4期,頁485 – 507。
9.蕭富峰(1997),內部行銷,天下文化出版。

【英文部分】
Ahmed, P.K., & Rafiq, M. (2000).Advances in the internal marketing concept: definition, synthesis and extension, Journal of Services Marketing, 14 (6), 449 – 462.
Ahmed, P.K., & Rafiq, M. (2003). Commentary internal marketing issues and challenges, European Journal of Marketing, 37(9), 1176-1186.
Ahmed, P.K., & Rafiq, M. and Saad, N.M. (2003). Internal marketing and the mediating role of organizational competencies, European Journal of Marketing, 37(9), 1221-41.
Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization, Journal of Occupational Psychology, 63, 1-18.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach, Psychological Bulletin, 103(3), 411-423.
Arnett, B., Laverie, A., & McLane, C. (2002). Using job satisfaction and pride as internal marketing tools, Cornell Hotel and Restaurant Administration Quarterly, 34, 87–96.
Ashraf Tag-Eldeen, & Osman Ahmed El-Said. (2011). Implementation of internal marketing on a sample of Egyptian five-star hotels, Anatolia – An International Journal of Tourism and Hospitality Research, 22(2), 153–167.
Autry, C.W., & Daugherty, P.J. (2003). Warehouse operations employees: linking person-organization fit, job satisfaction, and coping responses, Journal of Business Logistics, 24, 171-197.
Babin, B.J., Boles J.S. (1998). Employee behaviour in a service environment: a model and test of potential differences between men and women, Journal of Marketing, 62(2), 77–91.
Bak, C. A., Vogt, L. H., George, W. R., & Greentree, I. R. (1994). Management by team: an innovative tool for running a service organization through internal marketing, Journal of Services Marketing, 8(1), 37-47.
Berry, L. (1981). The employee as customer, Journal of Retail Banking, 3, 25-28.
Berry, L. L., & Parasuraman, A. (1991). Marketing services: competing through quality, New York: The Free Press.
Brett, J. F., Cron, W. L., and Slocum, J. S. (1995). Economic dependency on work: a moderator of the relationship between organizational commitment and performance, Academy of Management Journal, 38, 261-271.
Brooke, P. P. Jr, & Price, J. L. (1989). The determinants of employee absenteeism: an empirical test of a causal model. Journal of Occupational Psychology, 62, 1-19.
Campbell, J. P. (1990). Modeling the performance prediction problem in industrial and organizational psychology. In M. D. Dunnette, & L. M. Hough (Eds.), Handbook of industrial and organizational psychology, 2(1), 687–732.
Caruana, A. and Calleya, P. (1998). The effect of internal marketing on organizational commitment among retail bank managers, International Journal of Bank Marketing, 16(3), 108-116.
Ching-sheng Change, H. and Hsin-Hsin Change. (2007). Effect of internal marketing on nurse job satisfaction and organizational commitment: example of medical center in southern taiwan, Journal of Nursing Researc, 15(4).
Conduit, J. and Mavondo, F. T. (2001). How critical is internal customer orientation to market orientation? Journal of Business Research, 51(1), 11-24.
Conduit, J., & Mavondo, F.T. (2001). How critical is internal customer orientation to market orientation, Journal of Business Research, 51(January).
Foreman S.K. and A.H. Money. (1995). Internal marketing-concepts measurements and applications, Proceedings of the Marketing Education Group, Bradford, 301-313.
George, W. R., & Gronroos, C. (1989). Developing customer-conscious employee at every level internal marketing, in handbook of services marketing, Carole A. Congram & Margaret L. Friedman, eds. New York: AMACOM.
Gounaris, S.P. (2006). Internal-market orientation and its measurement, Journal of Business Research, 59 (4), 432-48.
Gronroos, C. (1985). Internal marketing-theory and practice, in services marketing in a changing environment, Bloch T. M. et al. eds, Chicago:American Marketing Association, 41-47.
Johnson, E. M., & Seymour, D. T. (1985). The impact of cross selling on the selling on the service encounter in retail banking. In A. C. John & E. S. Carol (Eds.), The service encounter management employee/customer interaction in service business, 225-239.
Joseph, J. and Deshpande, S. P. (1997). The impact of ethical climate on job satisfaction of nurses, Health Care Management Review, 22, 76-81.
Korman, A. (1977). Organization behavior englewood, NJ: Prentice-Hall, Inc.
Kotler, P. (1972). A generic concept of marketing, Journal of Marketing, 36, 346-354.
Manion, J.(2004), Strengthening organizational commitment: understanding the concept as a basis for creating effective workforce retention strategies, Health Care Manager, 23(2), 167-176.
McCartney, S. (2000). Airlines’ reputations hinge on the basics, study shows- dependability, low fares, and financial stability are key in travelers’ minds, Wall Street Journal, 34.
Motowidlo, S. J., & Van Scotter, J. R. (1994). Evidence that task performance should be distinguished from contextual performance, Journal of Applied Psychology, 79, 475-480.
Mowday, R. T., Porter, L. W. and M. R. Steers. (1982). Employee-organization linkages: the psychology of commitment, absenteeism and turnover, New York: Academic Press.
Mulki, J. P., Locander, U. B.,Marshall, G.W., Harris, E. G., and Hensel, J. (2008). Workplace isolation, salesperson commitment, and job performance, Journal of Personal Selling and Sales Management, 28(1), 67-78.
Nebeker, D., Busso, L., Werenfels, P. D., Diallo, H., Czebajewski, A., and Ferdman, B. (2001). Performance as a function of employee satisfaction, Journal of Quality Management, 6, 29-45.
Pfeffer, J., & Veiga, J. F., (1999). Putting people first for organizational success, Academy of Management Executive, 13(2), 41-43.
Porter, L.W., Steers, R.M., Mowday, R.T., & Boulian, P.V. (1974). Organizational commitment, job satisfaction, and turnover among psychiatric technicians, Journal of Applied Psychology, 59, 603-609.
Sasser, W. E. & Arbeit, S. P. (1976). Selling jobs in the service sector, Business Horizons, 19(3), 61-65.
Steers, R.M. (1977). Antecedents and outcomes of organizational commitment, Administrative Science Quarterly, 22, 46-56.
Tansuhaj, P., Randall, D., & McCullough, J. (1988). A services marketing management model: integrating internal marketing, The Journal of Services Marketing, 2(1), 33-38.
Turkoz, I., & Akyol, A. (2008). Internal marketing and hotel performance, Anatolia, 19(1), 149–177.
Vroom, V.H. (1964). Work and motivation, John Wiley and Sons, New York, 99.
Weiss, D. J., Dawis, R. V., England, G. W., & Lofquist, L. H. (1967). Manual for the minnesota satisfaction questionnaire, Minnesota Studies in Vocational Rehabilitation, 22.
Williams, L. J., & T. J. Hazer. (1986). Antecedents and consequences of satisfaction and commitment in turnover models: a reanalysis using latent variable structural equation methods, Journal of Applied Psychology, 71(2), 219-231.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2019-08-28起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2019-08-28起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw