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系統識別號 U0026-1712201208441900
論文名稱(中文) 內部行銷、組織公民行為、知識交換與結合、關係品質、關係連結對市場導向之影響
論文名稱(英文) A Study of the Effect of Internal Marketing, Organizational Citizenship Behavior, Knowledge Exchange and Combination, Relationship Quality and Relational Bond on Market Orientation.
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 101
學期 1
出版年 101
研究生(中文) 董雯惠
研究生(英文) Wen-Hui Tung
學號 r48961148
學位類別 博士
語文別 中文
論文頁數 109頁
口試委員 口試委員-呂金河
口試委員-李有仁
口試委員-胡聯國
口試委員-康信鴻
指導教授-蔡明田
中文關鍵字 內部行銷  組織公民行為  知識交換與結合  關係品質  關係連結  市場導向 
英文關鍵字 Internal Marketing  Organizational Citizenship Behavior  Knowledge Exchange and Combination  Relationship Quality  Relational Bond  Market Orientation 
學科別分類
中文摘要 摘要
在今日的資訊社會下,知識工作者充斥,跳槽機會頻繁,運用類似行銷的手法留住優良的員工,實為刻不容緩之事,因此本研究以內部行銷起始,探討此一複雜卻重要的問題。此外,為了讓資訊轉換為知識在組織與員工間交換之結合,也是內部行銷值得加以探討的問題,而內部行銷的核心概念中,有「員工為顧客之精神」,所以,若能採用此一論點將使用在外部顧客上的關係行銷概念引入為內部顧客所用,想必會有其效用,因此本研究納入了關係品質與關係連結加以探討。除此之外,並納入可能影響員工市場導向行為之組織公民行為。最後,好的員工,終將要經歷外部顧客之考驗,因此,本研究以市場導向作為最後的關係要素,選擇國內金融業擁有理財性商品企業之員工進行問卷測試與假說驗證,並採用階層式線性模式進行分析,將內部行銷機制、組織公民行為視為組織層級之變數,而員工知識轉換與結合、員工關係品質、員工關係連結為個人層級之變數,探討這些變數對市場導向行為之直接與交互影響。結果發現所有變數對市場導向行為皆有顯著的直接影響,而交互影響只顯著地發生於組織公民行為摻和員工知識轉換與結合或員工關係品質之情況下。
英文摘要 Abstract
In the era of information today, knowledge workers are abundant and job hoppings occur frequently. It is urgent for a company to retain its best employees by ways similar to marketing campaign. Therefore this study starts with internal marketing to explore this complicated but important subject. In addition, it is also an important issue in internal marketing that how to transfer information into knowledge between employee and employer. One of the core concepts in internal marketing is employees are customers, therefore the idea of marketing for external customers to be used internally on employees should has its value. This research includes relationship quality and relational bond in the study. In addition, it also includes organizational citizen behaviors that may affect employers marketing oriented behaviors. Finally, a good employee will be ultimately tested by the external customers. Therefore this study use marketing orientation as the final factor. Employees in domestic financial sector that provides financial management commodities were chosen as targets for questionnaires to test our theory and hypothesis. Hierarchical linear model was used for analysis. Internal marketing mechanism and organizational citizen behaviors are treated as variables at the level of organization. Employee knowledge conversion and combination, relationship quality and relationship connection are at the level of individual. The direct or interactive effects of these variables on marketing oriented behaviors were studied. The results showed that all variables have significant and direct effect on marketing oriented behaviors. Interactive effect only happens significantly when organizational citizen behavior is mixed with employee knowledge conversion and combination or with employee relationship quality.
論文目次 目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程與架構 5
第二章 文獻探討 6
第一節 內部行銷 6
第二節 組織公民行為 28
第三節 知識交換與結合 34
第四節 關係品質 36
第五節 關係連結 42
第六節 市場導向 45
第七節 各構面間關係探討 48
第三章 研究方法 50
第一節 研究架構 50
第二節 研究假設 52
第三節 研究變項之操作型定義與衡量 53
第四節 抽樣對象與抽樣方法 64
第五節 資料分析方法 65
第四章 分析與結果 70
第一節 敘述統計量 70
第二節 因素分析 74
第三節 信度與效度分析 85
第四節 階層式線性模式 87
第五章 結論與建議 92
第一節 研究結論 92
第二節 理論與實務意涵 96
第三節 研究限制與後續研究建議 97
參考文獻 98
附錄:研究問卷 106
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