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研究生:林萩菁
研究生(外文):Lin chieu-ching
論文名稱:角色壓力對於內部行銷與員工顧客導向行為關係之影響---以國際觀光飯店餐飲服務為例
論文名稱(外文):The Effect of Role Stress on the relationship between Internal Marketing and Customer-oriented Behavior --The Case of Food Service in Taiwan''s International Tourist Hotels
指導教授:周逸衡周逸衡引用關係
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:115
中文關鍵詞:內部行銷顧客導向策略角色壓力顧客導向行為
外文關鍵詞:internal marketingcustomer-oriented strategyrole stresscustomer oriented behavior
相關次數:
  • 被引用被引用:17
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隨著國民所得的提昇,人民生活品質越來越受到重視,國內休閒產業也因此快速發展,在國際觀光飯店的市場中,競爭者相繼進入已造成供過於求的現象,雖然許多業者企圖藉由不同的促銷組合或是廣告來增加競爭優勢,不過其促銷手法只能帶來業者短期的利潤。在消費者日益重視服務品質的時代,服務提供者的服務品質容易影響顧客的滿意度,決定顧客的再惠顧率,對於國際觀光飯店的長期利潤影響甚大。因此,培養具有顧客導向行為的員工,可同時提昇公司內部的服務品質、發展出其他競爭者難以模仿的競爭優勢,不過想要培養員工具備顧客導向與服務意識,公司必須要有內部行銷的觀念。過去學者多研究內部行銷與其他變數之間的關係,本研究除了針對研究對象-國際觀光飯店餐飲服務業加入角色壓力之變數,探討員工所知覺公司內部行銷作為、公司顧客導向策略、員工角色壓力與顧客導向行為變數之間的關係外,更深入研究員工角色壓力與公司顧客導向策略變數的加入,會對於內部行銷與顧客導向行為之間產生什麼樣的影響。總合研究結果如下:
1、修改原SOCO量表的缺失,發展適合國內服務業的顧客導向行為量表。
2、實證結果顯示內部行銷、公司顧客導向策略、顧客導向行為、顧客滿意等變數之間存在正向關係,與角色壓力呈現負向關係。
3、驗證角色壓力的高低會對於公司內部行銷作為與員工顧客導向行為之間的關係產生干擾作用。
4、公司顧客導向策略需透過公司內部行銷作為,方能促使員工顧客導向行為的產生。
The growth of GDP and the improvement of people’s life quality leads to the development of leisure industries. Because of this reason, many competitors entry the market of International Tourist Hotels then excess supply might appeal. Although firms try to use a variety of promotion strategy to create competitive advantages, it results in short-term profitability. Thus, service businesses such as Food Service that are high level of personal contact between the service provider and the customer, the process of service delivery could decide the degree of customer satisfaction and customer repeat purchase and firm’s long-term profitability. Therefore, instilling customer orientation concept in employees can built high internal service quality and firm’s competitive advantages. In order for employees to have customer oriented behavior, firms should develop internal marketing orientation concept first. This research not only discusses the relationship among the degree of internal marketing, customer-oriented strategy, role stress and customer-oriented behavior, but examines how role stress and customer-oriented strategy affect the relationship between the degree of internal marketing and customer orientation. In empirical studies, the major findings are as follow:
1.the modification of the SOCO scale to develop a applicable scale to measure the degree of customer-oriented behavior in Taiwan’s service industries. 2.as results indicated, there is a positive relation among internal marketing, customer orientation strategy, customer orientation and customer satisfaction variables, however, the connection with negatively related with role stress.3.the examination of the degree of role stress as a moderate variable in influencing the relationship between internal marketing policy and customer orientation.4.results finding that internal marketing policy is viewed as a mediated variable of firm’s customer-oriented strategy and employees’ customer oriented behavior.
目錄
第壹章 緒論……………………………………………………………… 1
第一節 研究動機………………………………………………………… 1
第二節 研究目的………………………………………………………… 3
第三節 研究對象與範圍………………………………………………… 4
第四節 國際觀光飯店餐飲服務業……………………………………… 5
第貳章 理論基礎與文獻探討……………………………………………11
第一節 內部行銷…………………………………………………………11
一、內部行銷的定義與重要性……………………………………………11
二、內部行銷與關係行銷之關係…………………………………………14
第二節、 公司顧客導向策略………………………………………………16一、 「公司顧客導向策略」的定義與重要性……………………16
二、影響「公司顧客導向策略」的因素…………………………17
第三節、 角色壓力…………………………………………………………20一、 角色理論與服務業的關係………………………………20
二、 角色壓力的演進與構面…………………………………22
三、角色壓力與工作績效、工作滿足關係之實證研究…………26
第四節、 第一線服務人員顧客導向行為…………………………………31一、顧客導向行為的演進與定義…………………………………31
二、影響顧客導向的因素…………………………………………32
第參章、 研究方法……………………………………………… 34
第一節、 研究觀念架構與假說……………………………………………34一、 研究假設…………………………………………………34
二、 研究觀念的架構………………………………………41
第二節、 問卷的設計與發展……………………………………………42
一、內部行銷……………………………………………………43
二、 公司顧客導向策略…………………………………………46
三、 員工角色壓力………………………………………………47
四、 顧客導向行為………………………………………………48
五、填答者基本資料……………………………………………57
第三節、 抽象對象與分析方法………………………………………58
一、 抽樣對象與回收結果……………………………………58
二、 樣本結構…………………………………………………58
三、 分析方法………………………………………………… 59
第肆章、 研究方法…………………………………………………61
第一節、 衡量工具之分析…………………………………………………61一、「內部行銷作為」信度與因素分析……………………………62
二、公司「顧客導向策略」信度與因素分析………………………66
三、員工「角色壓力」信度與因素分析…………………………66
四、員工「顧客導向行為」信度與因素分析……………………67
第二節、 內部行銷作為、公司顧客導向策略、員工角色壓力、顧客導向行為與顧客滿意之相關分析………………………………………
一、內部行銷作為、公司顧客導向策略、角色壓力、顧客導向行為與顧客滿意之相關分析……………………………………… 69
二、內部行銷作為、公司顧客導向策略、角色壓力與顧客導向行為次構面之相關分析…………………………………………… 71
三、內部行銷作為次構面與顧客導向行為次構面之相關分析…72
第三節、 員工角色壓力、公司顧客導向策略對內部行銷作為與顧客導向行為間之差異分析…………………………………………………73
一、 員工角色壓力、內部行銷作為與員工顧客導向行為間之二因子變異數分析………………………………………… 76
二、 員工角色衝突、內部行銷作為與員工顧客導向行為間之二因子變數分析……………………………………………79
三、 員工角色模糊、內部行銷作為與員工顧客導向行為間之二因子變異數分析…………………………………………80
四、 公司顧客導向策略、內部行銷作為與員工顧客導向行為間之二因子變異數分析
第四節、 人口統計變項對內部行銷作為知覺、公司顧客導向策略、員工的角色壓力、顧客導向行為之影響…………………………………81
一、性別對於員工顧客導向行為程度之影響……………………82
二、年齡對於內部行銷作為、員工角色壓力與顧客導向行為之影響……………………………………………………………83
三、婚姻狀況對於內部行銷作為、公司顧客導向策略與員工角色壓力之影響…………………………………………………85
四、年資對於公司顧客導向策略與顧客導向行為之影響............86
五、每月收入對於內部行銷作為、員工角色壓力與顧客導向行為之影響
第伍章、 結果與建議………………………………………………………87
第一節、 研究結果與發現…………………………………………………87一、 研究假設檢定結果………………………………………87
二、 實證研究結果與討論……………………………………89
第二節、 研究發現與建議……………………………………………93
一、 對於後續研究之建議…………………………………93
二、 對於國際觀光飯店餐飲服務之建議……………………93
參考文獻 ……………………………………………………………………96
附錄一、 顧客導向修改後之問卷
附錄二、 簡化顧客導向之問卷
附錄三、 正式問卷
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