臺灣博碩士論文加值系統

本研究建立一觀念模型以探討內部行銷、市場導向文化、市場導向行為與組織績效間關係，整合企業所重視的內部顧客關係之內部行銷，以及文化、行為基礎的市場導向，模型形成由內而外的動態管理流程，組織績效則是考量各利害關係人觀點，包含顧客、財務及員工績效。本研究調查國內金控架構下的壽險企業名單共387家，經由結構方程模式分析，主要結論如下：(1)內部行銷透過市場導向行為正向影響組織績效，市場導向文化透過市場導向行為正向影響組織績效，其中以內部行銷效果最高；(2)市場導向行為在內部行銷與組織績效間、及市場導向文化與組織績效間有中介效果；(3)內部行銷對組織績效並無顯著影響。

The research developed a conceptual model to study the relationships among interal marketing, market orientation culture, market orientation behavior, and organization performance. The model integrated marketing of interal customer, culture and behavior based market orientation, and the dynamic process of management. The study considered organisational performance, including customers, stockholders and employees' performance, from the perspectives of enterprises' major stakeholders. The research surveyed a sample of 387 insurance corporations and analyzed using structural equation models. The results are as follows: (1) The relationship of interal marketing would positive impact organizational performance through market orientation behavior. And the relationship of market orientation culture would positive impact organizational performance through market orientation behavior. However, the effects of interal marketing are highest. (2) Market orientation behavior is proposed as a mediator of the effect of interal marketing on organizational performance, and effect of interal marketing on organizational performance. (3) The relationship of interal marketing would no significant on organizational performance.

第一章 緒論---------------------------1

第一節 研究背景-----------------------1
第二節 研究動機-----------------------2
第三節 研究目的-----------------------4
第四節 研究對象與範圍-----------------4
第五節 研究流程-----------------------4

第二章 文獻探討-----------------------7

第一節 內部行銷-----------------------7
第二節 市場導向文化-------------------13
第三節 市場導向行為-------------------18
第四節 組織績效-----------------------22
第五節 變數關係與研究假說-------------25

第三章 研究方法-----------------------31

第一節 研究架構-----------------------31
第二節 研究對象與資料收集-------------32
第三節 研究變數定義與衡量-------------33
第四節 問卷設計----------------39
第五節 資料蒐集方式-------------------39
第六節 共同方法變異問題處理-----------40
第七節 資料分析方法-------------------41
第八節 問卷前測分析-------------------43

第四章 資料分析-----------------------45

第一節 敘述性統計分析-----------------45
第二節 衡量工具信效度分析-------------47
第三節 多變量變異數分析---------------58
第四節 結構方程模式分析---------------61

第五章 結論---------------------------69

第一節 研究結論-----------------------69
第二節 理論與實務意涵-----------------72
第三節 研究限制與後續建議-------------74

參考文獻------------------------------77

附錄一、前測問卷----------------------87
附錄二、前測英文原始量表--------------90
附錄三、前測信度分析------------------92
附錄四、正式問卷----------------------95

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