臺灣博碩士論文加值系統

論文提要內容：
本研究以台灣觀光旅館之內部行銷（internal marketing）為研究主題，以員工心理依附（psychological attachment）之啟迪為著眼，探討如何以願景、發展、獎酬的內部行銷作為來提昇旅館員工在組織中的心理依附感，以及員工所展現的服務導向組織公民行為（service-oriented organizational citizenship behaviors）。本研究透過問卷調查的方式，以台灣觀光旅館正職員工為對象之450份樣本中，使用線性結構關係模式檢驗後發現如下：
1. 內部行銷對員工在組織中所產生之心理依附感與表現出服務導向組織公民行為皆具有正向的影響。
2. 員工在組織中所產生之心理依附感與其展現出之服務導向組織公民行為具有正向的關係。
3. 內部行銷透過員工心理依附感中介變數之影響，會對員工服務導向組織公民行為產生正向的作用。
4. 分析不同人口變項對內部行銷、心理依附、服務導向組織公民行為的結果發現，員工年齡、婚姻狀況、薪資、旅館業資歷和職級皆具有顯著差異。
綜合上述之發現，欲提昇服務導向組織公民行為，業者應強化對員工之內部行銷措施，建議業者可導入平衡計分卡與差異化薪資結構等措施來提昇旅館內部行銷作為，另一方面，可從員工授權、重視員工與獎勵回饋計畫的角度著手，強化員工的心理依附感，並制定獎勵員工的「每月最佳員工獎」以激發員工產生自發性的服務導向組織公民行為；此外，亦可針對不同員工屬性作差異化行銷，以增加員工對組織之心理依附感，促使其達到服務導向組織公民行為，本研究結果可提供餐旅業者在擬定人力資源管理之參考。

ABSTRACT
The study focuses on the internal marketing of tourist hotel in Taiwan. Internal market-ing in this study was conceptualized as the managerial practices that cultivated the spirit of employees` psychological attachment. The purpose of this study was to elucidate the medi-ating role of psychological attachment in the relation of internal marketing to ser-vice-oriented organizational citizenship behaviors. By using LISREL as statistical tool, the results of a filed invitation of 450 employees in tourist hotels by writing the questionnaires revealed that the internal marketing had positive impacts on psychological attachment and service-oriented organizational citizenship behaviors, psychological attachment also had positive impacts on service-oriented organizational citizenship behaviors, and the internal marketing would affect service-oriented organizational citizenship behaviors via psycho-logical attachment. Furthermore, the method of analysis of variance was employed to study the perception difference among the employees` different background would significantly affect their attitude in internal marketing, psychological attachment, and service-oriented organizational citizenship behaviors.
Finally, the result suggests the tourist hotel operators could be applied the Balance Score Card (BSC) and take the differentiate salary structure to improve internal marketing, and also strong the psychological attachment from employee empowerment, paying attention to the employees, and the rewarding plan. Building employees` service-oriented organizational citizenship behaviors by rewarding for “the best staff's award of every month”. Besides, making difference marketing to different employee attribute, that will positively effect psy-chological attachment and service-oriented organizational citizenship behaviors, and finally the research results are offered to the hospitality industry companies as a reference for human resource management and market strategy decision-making.

內 容 目 錄
頁次
書名頁 i
論文口試委員審定書 ii
博碩士論文授權書 iii
中文摘要 iv
英文摘要 v
誌謝辭 vi
內容目錄 vii
表目錄 ix
圖目錄 xi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究範圍與調查對象 6
第四節 研究內容與流程 7
第二章 文獻回顧 9
第一節 內部行銷 9
第二節 心理依附 22
第三節 服務導向組織公民行為 27
第四節 相關實証研究與假說建立 39
第三章 研究設計 44
第一節 研究架構 44
第二節 研究假設 45
第三節 研究變數之操作性定義與衡量方式 46
第四節 樣本與資料收集 53
第五節 資料分析方法 55
第六節 研究限制 61
第四章 實證研究結果與分析 62
第一節 樣本基本資料分析 62
第二節 衡量問卷之信、效度分析 66
第三節 研究變數之敘述性統計分析 67
第四節 實証研究模式之建立 69
第五節 假設檢定 80
第六節 變異數檢定 82
第七節 資料分析綜合討論 96
第五章 結論與建議 106
第一節 結論 106
第二節 建議 110
參考文獻 115
附錄 研究問卷 135



表 目 錄
頁次
表 2-1-1 服務品質的定義 10
表 2-1-2 內部行銷之演進一覽表 15
表 2-1-3 近期國內內部行銷研究 18
表 2-3-1 組織公民行為之定義 29
表 2-3-2 員工角色內與角色外之構面歸納 32
表 3-3-1 內部行銷之衡量變數一覽表 47
表 3-3-2 心理依附之衡量變數一覽表 49
表 3-3-3 服務導向組織公民行為之衡量變數一覽表 51
表 3-4-1 抽樣調查樣本實際分配表 53
表 3-5-1 LISREL的八個參數矩陣定義 57
表 3-5-2 模式適配度內外在品質評鑑項目與理想結果 59
表 4-1-1 樣本結構 64
表 4-2-1 本研究衡量量表之信度分析 67
表 4-3-1 各題項回應之分佈 68
表 4-4-1 本研究相關變數 70
表 4-4-2 初始測量模型與修正模型之配適度指標比較表 71
表 4-4-3 觀察依變數之參數校估結果 73
表 4-4-4 觀察自變數之參數校估結果 74
表 4-4-5 潛在變數之相關矩陣 74
表 4-4-6 整體配適度各評鑑指標之數值 77
表 4-4-7 潛在變數之組成信度 77
表 4-4-8 潛在變數之平均變異萃取量(Pvc) 78
表 4-4-9 相關結構係數之驗證結果 79
表 4-5-1 本研究潛在變數路徑結構係數表 81
表 4-5-2 本研究假設模型之結構係數表 82
表 4-6-1 整體員工性別與各衡量變項之變異數分析 83
表 4-6-2 整體員工年齡與各衡量變項之變異數分析 83
表 4-6-3 整體員工學歷與各衡量變項之變異數分析 85
表 4-6-4 整體員工婚姻狀況與各衡量變項之變異數分析 86
表 4-6-5 整體員工每月平均收入與各衡量變項之變異數分析 88
表 4-6-6 整體員工於旅館業工作年資與各衡量變項之變異數分析 90
表 4-6-7 整體員工於目前公司工作年資與各衡量變項之變異數分析 92
表 4-6-8 整體員工工作部門與各衡量變項之變異數分析 94
表 4-6-9 整體員工職級與各衡量變項之變異數分析 95


圖 目 錄
頁次
圖 1-4-1 研究流程圖 8
圖 2-1-1 Thomas服務金三角行銷架構 12
圖 3-1-1 研究架構圖 45
圖 3-5-1 本研究LISREL模式之因果徑路圖 60
圖 4-4-1 LISREL模式之因果關係徑路圖（初始測量模型圖） 70
圖 4-4-2 修正後測量模型圖 72
圖 4-4-3 LISREL模式之實證結果 79

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簡麗環 (2000)，組織內部行銷作為與員工顧客導向關係之研究－醫院為例，國立中正大學企業管理研究所未出版碩士論文。
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