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研究生:劉經綸
研究生(外文):Chain C. L. Liu
論文名稱:組織顧客導向策略、內部行銷、組織承諾與員工顧客導向行為關係之研究
論文名稱(外文):A Study on Organizational Customer-oriented Strategy, Internal Marketing, Organizational Commitment, and Customer-oriented Behavior─Insurance Industry for Example
指導教授:周逸衡周逸衡引用關係
指導教授(外文):Jacob Y. H. Jou
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:111
中文關鍵詞:組織顧客導向策略內部行銷組織承諾顧客導向行為
外文關鍵詞:Organizational Customer-oriented StrategyInternal MarketingOrganizational CommitmentCustomer-oriented Behavior
相關次數:
  • 被引用被引用:25
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  • 收藏至我的研究室書目清單書目收藏:7
服務具有產出與消費同時發生的特性,且由於顧客對於服務品質的評價,主要來自於與其接觸的服務人員所表現出的服務行為。因此,要如何傳遞組織顧客導向策略給組織中的服務人員,使其願意執行組織的策略,而在與顧客接觸的關鍵時刻中表現出顧客導向行為,對服務組織而言是十分重要的。內部行銷即是利用類似行銷的手法將組織、策略、觀念、或工作推銷給員工,在過去國內的實證研究中已證實了透過內部行銷及組織結構的設計,可使服務人員表現出顧客導向的行為。但顧客是多變的,服務組織並無法將所有可能的情況詳列於工作說明書中,因此唯有使員工真心的認同組織顧客導向策略,才可能在服務的過程中持續表現出顧客導向的行為。爰此,本研究選擇需與顧客高度互動,及具有推銷行為的保險業進行實證研究,獲得以下之成果:第一,服務人員之顧客導向行為應區分為顧客至上與非銷售導向兩種行為。第二,服務組織之內部行銷作為並無法直接傳遞組織的顧客導向策略給第一線服務人員,而需透過組織承諾方能使服務人員表現出組織所期望的顧客導向行為,進而增加顧客滿意度。
In the field of service marketing, customer oriented strategy is the best way to retain customer loyalty. Customer appraisement of service is usually based on the employee’s behavior during service encounter. Thus, customer orientation behavior can and will create better service appreciation. The initial concept of internal marketing came from the external marketing, which is built on the conceptual foundation of “treating employees as customers”. The objective was to enhance employees'''''''' satisfaction so as to further develop the sense of customer service satisfaction of the members within the organization.
The organization needs to develop internal marketing as the source to deliver organization strategy and to build employee’s commitment towards its organization. The performance of the front line employees will then be induced to follow the customer orientation policies in which the organization promotes.
Empirical study based on internal marketing concept in the insurance industry; particularity, in which insurance salesperson have intimate relationship with customers; are to examine the influence of customer orientated strategies on employees’ behavior. The result of this research can contribute to internal marketing studies by behalf of developing a well adjusted measurement scale of customer orientated behavior to serve as a framework for further empirical research in the field service marketing. Further more, the results can be used to identify the relationship among organization’s customer oriented strategy, internal marketing, organizational commitment, customer-oriented behavior, and customer satisfaction.
摘 要………………………………………………………………………Ⅰ
目 錄………………………………………………………………………Ⅲ
圖目錄………………………………………………………………………Ⅵ
表目錄………………………………………………………………………Ⅶ
第壹章 緒論
第一節 研究背景與動機………………………………………1
第二節 研究目的………………………………………………3
第三節 研究範圍與對象………………………………………4
第四節 壽險服務業……………………………………………5
一、 壽險服務業之定義………………………………………5
二、 產業經營現況……………………………………………6
三、 壽險服務之特性…………………………………………6
四、 壽險服務未來之發展……………………………………8
第五節
第貳章 理論基礎與文獻回顧
第一節 組織顧客導向行為 ……………………………………9
一、 組織顧客導向之意義……………………………………9
二、 影響傳遞組織顧客導向策略的因素………………… 10
三、 組織顧客導向策略在本研究所扮演的角色………… 13
第二節 內部行銷………………………………………………14
一、 內部行銷之意義……………………………………… 14
二、 內部行銷觀念之發展………………………………… 15
三、 本研究所採之內部行銷觀念………………………… 18
四、 內部行銷在本研究所扮演之角色…………………… 18
第三節 組織承諾………………………………………………20
一、 組織承諾之定義……………………………………… 20
二、 組織承諾觀念之發展………………………………… 21
三、 影響組織承諾之因素………………………………… 23
四、 組織承諾在本研究中所扮演之角色………………… 24
第四節 第一線服務人員顧客導向行為………………………25
一、 顧客導向行為之定義………………………………… 25
二、 影響顧客導向行為之因素…………………………… 26
三、 顧客導向行為在本研究中所扮演的角色…………… 28
第五節 顧客滿意………………………………………………29
一、 客滿意之定義………………………………………… 29
二、 服務品質……………………………………………… 29
三、 服務品質與顧客滿意度之異同……………………… 31
四、 顧客滿意度在本研究中所扮演的角色……………… 32
第參章 研究方法
第一節 研究觀念架構與假設…………………………………33
一、研究假設……………………………………………… 33
二、研究觀念架構………………………………………… 37
第二節 變項之操作定義與衡量工具…………………………38
一、組織顧客導向策略之操作定義……………………… 39
二、員工內部行銷知覺之操作性定義…………………… 39
三、組織承諾之操作性定義……………………………… 41
五、 顧客導向行為之操作定義…………………………… 42
六、 顧客滿意度之操作性定義…………………………… 44
七、 填答者基本資料……………………………………… 45
第三節 量表之發展與檢測……………………………………46
一、 修正後量表之檢測…………………………………… 46
二、 檢測簡化後顧客導向行為量表……………………… 48
第四節 抽樣對象及分析方法…………………………………50
一、抽樣對象……………………………………………… 50
二、分析方法……………………………………………… 50
第五節 研究限制………………………………………………52
第肆章 研究結果與討論
第一節 樣本分析………………………………………………53
一、 問卷回收結果………………………………………… 53
二、 樣本結構……………………………………………… 53
第二節 衡量工具之構面分析…………………………………56
一、 組織顧客導向策略構面……………………………… 56
二、 內部行銷知覺構面…………………………………… 57
三、 組織承諾構面………………………………………… 61
四、 顧客導向行為構面…………………………………… 62
第三節 組織顧客導向策略、內部行銷知覺、組織承諾對
顧客導向行為與顧客滿意度之影響………………… 65
一、 本研究中各變數間之相關分析……………………… 65
二、 觀念架構之路徑分析………………………………… 67
第四節 進一步探討組織顧客導向策略、內部行銷知覺、組織承諾與顧客導向行為…………………………………… 70
一、內部行銷知覺各因素子構面與組織承諾間及服務人員顧客導向行為之相關分析………………………………… 70
二、內部行銷知覺各因素子構面與組織承諾間 之路徑分析…………………………………………… 71
三、 內部行銷知覺各因素構面與顧客導向行為間
之路徑分析…………………………………………… 72
第五節 內部行銷各因素子構面與顧客導向行為
各因素子構面間之關係……………………………… 74
一、內部行銷與顧客導向行為各因素子構面間
之相關分析…………………………………………… 74
二、內部行銷與顧客導向行為各因素子構面間
之路徑分析…………………………………………… 75
第六節 修正後模式之驗證……………………………………77
一、修正研究架構………………………………………… 77
二、修正後的研究假設…………………………………… 79
三、 分析修正後之研究架構……………………………… 79
四、 小結…………………………………………………… 81
第七節 人口統計變數對各變項之影響………………………83
一、年齡對內部行銷知覺、非銷售導向行為程度之影響..84
二、教育程度對非銷售導向行為程度之影響…………… 85
三、工作年資對內部行銷知覺與知覺顧客
滿意度程度之影響…………………………………… 85
四、薪資水準對組織顧客導向策略、內部行銷知覺、組織
承諾、知覺顧客的滿意度、非銷售導向程度之影響… 87
第伍章 結論與建議
第一節 研究結果與發現………………………………………88
一、 檢定原架構之研究假設……………………………… 88
二、 實證研究之結論與發現……………………………… 89
第二節 對研究發現之啟示與建議……………………………92
一、 對後續研究之建議…………………………………… 92
二、 對壽險服務組織之建議……………………………… 92
參考文獻
一、 中文…………………………………………………… 95
二、 英文…………………………………………………… 97
附錄一:壽險業員工服務行為研究完整問卷…………………………105
附錄二:顧客導向行為研究問卷………………………………………109
附錄三:簡化的顧客導向行為問卷……………………………………111
圖目錄
圖2-1、服務品質之概念化模式…………………………………30
圖2-2、顧客知覺品質與顧客滿意度關係圖……………………33
圖3-1、本研究之觀念架構………………………………………37
圖4-1、修正後之架構圖…………………………………………78
圖4-2、修正後之路徑圖…………………………………………81
表目錄
表1-1、不同人身保險所佔之收入比例……………………… 6
表1-2、服務組織和顧客間的關係型態……………………… 7
表1-3、中、美近十年壽險投保率之比較…………………… 8
表2-1、內部行銷概念一覽表…………………………………16
表2-2、組織承諾對組織及個人的影響………………………21
表2-3、不同組織承諾學派之學者……………………………22
表3-1、本研究所使用之量表摘要……………………………38
表3-2、組織顧客導向策略問項………………………………39
表3-3、員工內部行銷知覺問項………………………………40
表3-4、員工組織承諾問項……………………………………42
表3-5、修正後之顧客導向量表問項…………………………43
表3-6、第一線服務人員知覺顧客滿意程度問項……………44
表3-7、修正後問項之再測信度………………………………47
表3-8、簡化後的顧客導向量表之因素分析、信度 分析摘要表…………………………………………48
表4-1、樣本人口特徵分析摘要………………………………54
表4-2、樣本工作特徵分析摘要………………………………55
表4-3、組織顧客導向策略構面之分析摘要…………………57
表4-4、內部行銷知覺構面之分析摘要………………………58
表4-5、組織承諾構面之分析摘要……………………………61
表4-6、顧客導向行為構面之分析摘要………………………63
表4-7、本研究各變數間之相關分析…………………………65
表4-8、組織顧客導向策略、內部行銷知覺、組織承諾、顧客導向行為、及顧客滿意間之路徑分析摘要……………………………………………67
表4-9、內部行銷知覺、組織承諾、組織顧客導向策略對顧客導向行為影響之路徑分析摘要……………68
表4-10、內部行銷知覺、組織顧客導向策略對組織承諾影響之路徑分析摘要………………………………68
表4-11、內部行銷知覺各因素子構面與組織承諾間之相關分析……………………………………………70
表4-12、使用強迫進入法檢測內部行銷知覺各因素子構面與組織承諾間之路徑分析摘要……………71
表4-13、使用強逐步迴歸法檢測內部行銷知覺各因素子構面與組織承諾間之路徑分析摘要……………72
表4-14、使用強逐步迴歸法檢測內部行銷知覺各因素子構面與顧客導向行為間之路徑分析摘要……… 73
表4-15、內部行銷與顧客導向行為各因素子構面間之相關分析摘要…………………………………… 74
表4-16、以逐步迴歸法檢驗內部行銷與顧客導向行為各因素子構面間之路徑分析摘要………………… 75
表4-17、修正後模式之相關分析………………………………80
表4-18、修正後模式之路徑分析摘要…………………………80
表4-19、人口統計變項對組織顧客導向策略、內部行銷、組織承諾、顧客知覺的服務品質、及瞭解顧客與未強迫推銷等顧客導向行為影響摘要………… 83
表4-20、年齡對內部行銷作為知覺之因素子構面之變異數差異分析摘要……………………………………… 84
表4-21、年齡對非銷售導向之變異數差異分析摘要…………85
表4-22、教育程度對非銷售導向之變異數差異分析摘要…………………………………………… 85
表4-23、年資對工作產品、主管關懷、溝通、場合、市場區隔等因素子構面的知覺程度影響變異數差異分析摘要……………………………………… 86
表4-24、年資對第一線服務人員知覺顧客的滿意程度影響變異數差異分析摘要……………………………… 87
表4-25、薪資水準對組織顧客導向策略、內部行銷知覺、組織承諾、知覺顧客的滿意度、非銷售導向程度影響變異數差異分析摘要………………………… 87
表5-1、原架構研究假設之檢定……………………………… 89
表5-2、修正後假設之檢定…………………………………… 90
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