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研究生:高宇優
研究生(外文):KAO, YU-YU
論文名稱:企業內部行銷、員工心理契約與顧客導向行為關係之研究
論文名稱(外文):The Research on the Relationship among Internal Marketing in Enterprise, Employee Psychological Contract and Customer Oriented Behaviors.
指導教授:李琇玲李琇玲引用關係
指導教授(外文):LEE, HSIU-LIN
口試委員:羅啟峰徐敏珠
口試委員(外文):LO, CHI-FENGHSU, MIN-CHU
口試日期:2017-06-20
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:行銷管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:116
中文關鍵詞:內部行銷心理契約顧客導向行為交易型心理契約關係型心理契約
外文關鍵詞:Internal MarketingPsychological ContractCustomer-Oriented BehaviorsTransactional Psychological ContractRelational Psychological Contract
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2016年我國服務業產值佔國內生產毛額(GDP)比重為63.15%,占總就業人數比重達59.17%,顯示服務業對促進經濟發展扮演舉足輕重的角色。而擁有服務顧客導向行為的員工,更是企業提升顧客滿意並創造競爭優勢的關鍵因素之一。本研究係以服務業第一線員工做為研究對象,旨在探討企業內部行銷與員工顧客導向行為之間的關係,並進一步檢視員工心理契約對於企業內部行銷與員工顧客導向行為關係之中介效果。本研究藉由問卷調查進行研究,回收有效問卷為333份,並使用SPSS 22.0作為資料分析工具。經過廻歸分析後的研究結果如下:(1)企業內部行銷對員工顧客導向行為具有顯著的正向影響;(2)交易型及關係型員工心理契約對於顧客導向行為皆具有顯著的正向影響;(3)企業內部行銷對於交易型及關係型員工心理契約皆具有顯著的正向影響;(4)企業內部行銷透過員工心理契約會正向影響顧客導向行為。最後,本研究依據實證結果,提出管理意涵及未來研究之建議。
In 2016, the service industry contributes 63.15% to the GDP value of Taiwan. It also accounts for 59.17% of the total employment, showing the crucial role that the service sector plays in the development of the country’s economy. The employees with customer-oriented behaviors are the key factors for an enterprise to create a competitive advantage through gaining customer satisfaction. This study is based on the research of the frontline employees within the service industry. It aims to explore the relationship between the internal marketing in enterprise and the customer-oriented behaviors, and the mediated effect of the employees psychological contract. A total of 333 valid questionnaires were collected and SPSS 22.0 was used as a data analysis tool.
The results show that: (1) Internal marketing in enterprise has a significant positive correlation between customer oriented behaviors. (2) The employees transactional and relational psychological contract, respectively, have significant positive correlation between customer oriented behaviors. (3) Internal marketing in enterprise has a significant positive correlation between the employees transactional psychological contract and also the relational psychological contract. (4) The relationship between internal marketing in enterprise and customer oriented behaviors is positively mediated by the employees psychological contract.

審定書.......................................................................i
致謝辭......................................................................ii
摘 要......................................................................iv
Abstract.....................................................................v
目 錄......................................................................vi
表目錄......................................................................ix
圖目錄.....................................................................xii
學位論文授權書............................................................xiii
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..........................................................5
第二章 文獻探討..............................................................6
第一節 企業內部行銷......................................................6
第二節 員工心理契約.....................................................10
第三節 顧客導向行為.....................................................16
第三章 研究方法.............................................................20
第一節 研究架構.........................................................20
第二節 研究假設.........................................................21
第三節 研究變項之操作型定義與衡量.......................................25
第四節 研究對象與樣本資料收集...........................................32
第五節 資料分析方法.....................................................33
第四章 資料分析結果.........................................................35
第一節 樣本之描述性分析.................................................35
第二節 信效度分析.......................................................46
第三節 相關分析.........................................................51
第四節 獨立樣本t檢定....................................................52
第五節 單因子變異數分析.................................................55
第六節 廻歸分析.........................................................75
第七節 路徑分析.........................................................86
第五章 研究結論與建議.......................................................88
第一節 研究結論.........................................................88
第二節 管理意涵與建議...................................................93
第三節 研究限制.........................................................97
第四節 後續研究與建議...................................................98
參考文獻....................................................................99
附錄:正式問卷.............................................................113

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