臺灣博碩士論文加值系統

關係行銷的實務被企業視作為其續性競爭優勢的關鍵來源己久，因而也受到了學術界之重視。在服務業，企業、員工與顧客為其三個行銷主體，三者間之外部行銷、內部行銷及商業友誼等活動皆屬於關係行銷之一環，可以服務金三角來稱之。三者之間有著相互影響的關係，故當探討員工與顧客的關係時，也應該將企業本身納入考量。企業實施的內部行銷活動將會對員工產生影響，進而又會影響員工與顧客的關係。故而員工與顧客間之商業友誼對顧客滿意及顧客忠誠的影響，將可能會因企業之內部行銷作為而改變。
因此本研究之目的在於探討國內以事物為服務對象之產業，內部行銷對商業友誼與顧客滿意、顧客忠誠的影響。以國內汽車修護業及產險業為研究母體，採定量方法以問卷調查613位服務人員及1377 位顧客，共回收服務人員有效樣本為300份及顧客351份。研究結果發現（一）當內部行銷推行不力時，商業友誼與內部行銷會呈負向關係、（二）當內部行銷加入分析考慮時，商業友誼會正向影響顧客滿意、（三）當內部行銷加入分析考慮時，商業友誼會正向影響顧客忠誠、(四)推行內部行銷必須達一定程度以上，商業友誼、顧客滿意及顧客忠誠才會增進。
最後本究建議業者透過內部行銷的徹底推行，以及加強服務提供者對「商業友誼」之重視，如此將有助於提高顧客忠誠。同時對後續之研究方向提出一些建議。

The practice of relationship marketing has been attributed as the main source of competitive advantage of the firms, so it attracted the attention of the academics more and more in recent years. In service sectors, firm, service providers and clients which all are the subjects of marketing effort, so called the Golden Triangle of Service. These three things and the relationships between each other represent the whole picture of service marketing, so one who tries to understand the relationship between service providers and their clients can not ignore the other one angle that is the firm itself.
This study tries to understand the impact of the internal marketing on commercial friendship, customer satisfaction and customer loyalty in the context of service sectors whose objects of service are ‘things’. We chose the car maintenance and property insurance companies in Taiwan as our sampling targets, and interviewed 613 service providers and 1377 clients of them, the effect sample returned consisting 300 service providers and 351 clients. According to the analysis of the data we found: 1.There is negative relationship between internal marketing and commercial friendship when the degree of internal marketing is under some critical level. 2. When we add the construct of internal marketing to the analysis framework, the commercial friendship has positive impact on customer satisfaction all the time. 3. When we add the construct of internal marketing to the analysis framework, the commercial friendship has positive impact on customer loyalty. 4. The internal marketing will improve the commercial friendship, customer satisfaction and customer loyalty only when the degree of it is over some critical level.
Finally, inferred form the results we have found, this study proposed some recommendations both to the service firms who plan to adopt the practice of internal marketing and the academics who try to do some further research on this topic.

第壹章 緒論------------------------------------------------------------- 01
第一節研究動機------------------------------------------------------- 01
第二節研究目的----------------------------------------------------------- 04
第三節研究流程----------------------------------------------------------- 05
第四節研究範圍----------------------------------------------------------- 06
第貳章 文獻探討--------------------------------------------------------- 07
第一節內部行銷----------------------------------------------------------- 07
第二節商業友誼----------------------------------------------------------- 19
第三節顧客滿意----------------------------------------------------------- 22
第四節顧客忠誠----------------------------------------------------------- 26
第參章 研究方法--------------------------------------------------------- 30
第一節研究架構與假說----------------------------------------------------- 30
第二節各項變數定義------------------------------------------------------- 32
第三節研究對象----------------------------------------------------------- 33
第四節測量工具----------------------------------------------------------- 36
第五節資料分析方法------------------------------------------------------- 40
第六節信效度檢測--------------------------------------------------------- 45
第七節樣本結構----------------------------------------------------------- 53
第肆章 資料分析--------------------------------------------------------- 60
第一節內部行銷推行狀況--------------------------------------------------- 60
第二節商業友誼、顧客滿意與顧客忠誠的敘述統計----------------------------- 61
第三節基本資料對衡量變項之影響------------------------------------------- 63
第四節觀念模式之驗證----------------------------------------------------- 69
第伍章 結論與建議------------------------------------------------------- 88
第一節研究結論----------------------------------------------------------- 88
第二節研究貢獻與建議----------------------------------------------------- 95
第三節研究限制----------------------------------------------------------- 98
參考文獻----------------------------------------------------------------- 99
附錄--------------------------------------------------------------------- 107
附錄一：內部行銷—汽車修護廠問卷----------------------------------------- 107
附錄二：內部行銷—產險公司問卷------------------------------------------- 109
附錄三：商業友誼對顧客滿意與顧客忠誠的影響—汽車修護廠問卷--------------- 111
附錄四：商業友誼對顧客滿意與顧客忠誠的影響—產險公司問卷----------------- 113
個人簡歷----------------------------------------------------------------- 115

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