臺灣博碩士論文加值系統

服務業中，第一線服務人員係組織接觸顧客之先鋒，有時甚至為組織與顧客互動的唯一代表，因此顧客對於服務組織之印象往往來自於顧客接觸人員的服務。由於服務之無形性、異質性與不可分割性等特質，使得服務流程係顧客服務品質知覺的主要評鑑因素。換言之，第一線服務人員於締造服務品質、顧客滿意及組織績效中，實扮演舉足輕重的角色。有鑑於此，為灌輸服務接觸人員服務意識與顧客關注，組織應採行內部行銷，以確認員工瞭解與認同組織價值，不但準備好且有動機去執行服務導向行為。此外，服務人員樂意而且有能力提供優質之服務，亦有賴於工作環境的支援程度。過去學者對於內部行銷與員工顧客導向行為間之關係與影響機制，較少進行探討和實證研究。爰此，本研究之主要目的除了釐清內部行銷概念外，亦透過實證研究檢證內部行銷概念在組織中應用的效果，探討內部行銷作為對於工作環境之支持、員工工作滿足與員工顧客導向行為及員工知覺之顧客滿意的影響。因此本研究選定銀行業中服務接觸員工為實證對象，以路徑分析及線性結構模式分析檢驗本研究所提出的理論模式。結果如下：
一、修訂內部行銷量表，使其更能完整衡量組織內部行銷作為。
二、「內部行銷」與「工作環境之支持」知覺間具正向顯著因果關係。
三、「內部行銷」、「工作環境之支持」知覺兩者，與「工作滿足」間具正向顯著關係。
四、員工「工作環境之支持」知覺與「員工顧客導向行為」間具正向顯著關係。
五、員工「工作滿足」與「員工顧客導向行為」間未達顯著關係。
六、瞭解「員工顧客導向行為」與員工知覺「顧客滿意」間具正向顯著關係。
七、「內部行銷」需透過「工作環境之支持」的中介作用，方能影響「員工顧客導向行為」。
關鍵字：內部行銷、工作環境之支持、工作滿足、員工顧客導向行為、顧客滿意

Customer contact employees are the first and only representation of a service firm. For that reason, customers often base their impressions of the firm largely on the service received from frontline customer contact employees. Because of the intangibility, heterogeneity, and inseparability of service characteristics what make the service process an important determinant of customers` quality perceptions. Thus, in order to instill employees with a sense of service and customer care, the organization needs to develop the internal marketing orientation. The concept of internal marketing was first reported in the area of service marketing. The hope was to enhance employees' job satisfaction so as to further develop the sense of customer orientation of the members within the organization. Furthermore, the degree of support an employee receives from workplace sources is related sales behavior generally.
This research examines the relationship among the perception of internal marketing orientation, the perception of supportive work environment, job satisfaction, and salesperson’s customer orientation behavior in the banking setting. We focus on the front-line employees and transform the concept of internal marketing into more management behaviors. The perception of internal marketing was significantly related to the perception of supportive work environment. Moreover, the perception of internal marketing and the perception of supportive work environment were both positively related to job satisfaction. The perception of supportive work environment was positively related to a front-line employee’s customer orientation, while job satisfaction was not related. This research further suggests that increased customer orientation is associated with higher customer satisfaction of employees perceived.
Key Words: Internal Marketing, Supportive Work Environment, Job Satisfaction, Customer Orientation, Customer Satisfaction

目 錄
摘要------------------------------------------------------------------------------------------------I
目錄-----------------------------------------------------------------------------------------------III
圖目錄-------------------------------------------------------------------------------------------VIII
表目錄--------------------------------------------------------------------------------------------IX
第壹章　緒論------------------------------------------------------------------------------------1
　 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　銀行服務業--------------------------------------------------------------------5
　　 一、銀行業之定義-----------------------------------------------------------------5
　　 二、產業經營現況-----------------------------------------------------------------6
　　三、銀行業之功能特性-----------------------------------------------------------6
　　四、銀行業未來發展--------------------------------------------------------------7
第貳章　理論基礎與文獻探討---------------------------------------------------------------9
　第一節　內部行銷-----------------------------------------------------------------------9
　　一、內部行銷概念之定義與發展-----------------------------------------------9
　　二、內部行銷導向與作為-------------------------------------------------------13
　　三、顧客導向策略與內部行銷之關係----------------------------------------19
　　四、授權與內部行銷之關係----------------------------------------------------20
　　五、本研究所採行之內部行銷觀念-------------------------------------------23
六、小結----------------------------------------------------------------------------25
　第二節　工作環境之支持------------------------------------------------------------26
　　一、工作環境之定義-------------------------------------------------------------26
　　二、工作環境之支持的定義----------------------------------------------------26
　　三、工作環境之支持相關研究-------------------------------------------------29
四、小結----------------------------------------------------------------------------32
　第三節　工作滿足---------------------------------------------------------------------33
　　一、工作滿足---------------------------------------------------------------------33
　　 二、與工作滿足相關之因素---------------------------------------------------33
　　三、影響工作滿足之潛在干擾變項------------------------------------------36
四、小結---------------------------------------------------------------------------37
　第四節　員工顧客導向行為----------------------------------------------------------38
　　一、員工顧客導向行為之定義-------------------------------------------------38
　　二、影響員工顧客導向行為之因素-------------------------------------------39
　　三、員工顧客導向行為之相關研究-------------------------------------------41
四、小結----------------------------------------------------------------------------46
　第五節　顧客滿意----------------------------------------------------------------------47
　　一、顧客滿意之定義-------------------------------------------------------------47
　　二、服務品質----------------------------------------------------------------------47
　　三、服務品質與顧客滿意之異同----------------------------------------------50
　四、小結----------------------------------------------------------------------------51
第參章　研究方法----------------------------------------------------------------------------52
　第一節　研究假設與觀念架構-------------------------------------------------------52
　　一、研究假設----------------------------------------------------------------------52
　　二、觀念架構----------------------------------------------------------------------57
　第二節　問卷設計----------------------------------------------------------------------58
　　一、問卷設計流程----------------------------------------------------------------58
　　二、問卷內容與檢測-------------------------------------------------------------60
　　三、修定後內部行銷量表之檢測----------------------------------------------71
　第三節　抽樣對象與分析方法-------------------------------------------------------77
　　一、抽樣對象----------------------------------------------------------------------77
　　二、分析方法----------------------------------------------------------------------72
第肆章　研究結果----------------------------------------------------------------------------79
　第一節　樣本分析----------------------------------------------------------------------80
　　一、問卷回收狀況----------------------------------------------------------------80
　　二、樣本結構----------------------------------------------------------------------80
　第二節　衡量工具之分析-------------------------------------------------------------82
　　一、內部行銷知覺構面----------------------------------------------------------82
　　二、工作環境之支持構面-------------------------------------------------------86
　　三、工作滿足構面----------------------------------------------------------------86
　　四、員工顧客導向行為構面----------------------------------------------------87
　　五、顧客滿意知覺構面----------------------------------------------------------89
第三節　內部行銷、工作環境之支持、工作滿足對員工顧客導向（顧客至 上行為）及顧客滿意之關係---------------------------------------------90
　　一、本研究中各變數間之相關分析-------------------------------------------90
　　二、內部行銷之知覺及工作環境之支持之路徑分析----------------------91
　　三、內部行銷知覺、工作環境之支持與工作滿足之路徑關係----------92
四、工作環境之支持、工作滿足對員工顧客導向（顧客至上行為）之路徑關係-------------------------------------------------------------------------93
　　五、員工顧客導向（顧客至上行為）及顧客滿意之路徑關係----------95
第四節　內部行銷知覺各因子構面與工作環境之支持的關係----------------96
　　一、內部行銷知覺各構面與工作環境之支持之相關分析----------------96
　　二、內部行銷知覺構面與工作環境之支持之路徑分析-------------------97
　第五節　內部行銷知覺各因子構面與工作滿足的關係-------------------------99
　　一、內部行銷知覺各構面與工作滿足之相關分析-------------------------99
　　二、內部行銷知覺構面與工作滿足之路徑分析----------------------------99
第六節 內部行銷知覺各因子構面與員工顧客導向（顧客至上行為）之關係----------------------------------------------------------------------------102
一、內部行銷知覺各構面與員工顧客導向（顧客至上行為）之
相關分析-------------------------------------------------------------------102
　　二、內部行銷知覺構面與員工顧客導向（顧客至上行為）之路徑分析--------------------------------------------------------------------------------103
第七節 線性結構模式分析與研究假設檢定------------------------------------105
一、線性結構模式分析----------------------------------------------------------105
二、線性結構模式分析結果彙整----------------------------------------------111
第八節　人口統計變數對各變項之影響------------------------------------------113
　　 一、年齡對於內部行銷知覺的影響------------------------------------------114
　　 二、年齡對於工作環境之支持程度的影響---------------------------------114
三、婚姻狀況及服務業經歷對於工作環境之支持程度的影響---------115
　　 四、工作年資對於顧客滿意之知覺程度的影響---------------------------116
第伍章　結論與建議------------------------------------------------------------------------117
　第一節　研究結果與討論------------------------------------------------------------117
　　一、研究假設與驗證------------------------------------------------------------117
　　二、員工內部行銷知覺-員工顧客導向行為之中介模式-----------------119
　　三、員工工作滿足不必然導致員工顧客導向行為------------------------121
　　四、探討內部行銷作為子構面之顯著負向關係---------------------------121
　第二節　討論與管理意涵------------------------------------------------------------123
　　一、強化組織行銷策略及目的之傳送---------------------------------------123
　　二、直屬主管之重要性---------------------------------------------------------123
　　三、「員工顧客導向」教育的落實--------------------------------------------123
　　四、工作環境之支持對內部行銷的重要性----------------------------------124
　　五、正確運用內部行銷作為---------------------------------------------------124
　　六、使用授權的搭配措施------------------------------------------------------125
　第三節　研究限制---------------------------------------------------------------------126
　　一、研究結果一般化限制------------------------------------------------------126
　　二、抽樣方法之限制------------------------------------------------------------126
　　三、研究範圍之限制------------------------------------------------------------126
　　四、衡量之限制------------------------------------------------------------------126
　第四節　研究發現之啟示與建議---------------------------------------------------127
　　一、學術理論方面---------------------------------------------------------------127
　　二、實務工作方面---------------------------------------------------------------128
參考文獻---------------------------------------------------------------------------------------129
　一、中文部份----------------------------------------------------------------------129
　二、英文部份------------------------------------------------------------------------------131
附錄一：本研究問卷-------------------------------------------------------------------------141
附錄二：本問卷各構面之KMO與Bartlett檢定-----------------------------------------145
圖目錄
圖2-1　服務品質之概念化模式------------------------------------------------------------48
圖2-2　顧客知覺品質與顧客滿意度關係圖---------------------------------------------50
圖3-1　研究架構------------------------------------------------------------------------------57
圖3-2　本研究之問卷設計流程------------------------------------------------------------59
圖4-1　樣本分析流程圖---------------------------------------------------------------------79
圖4-2　工作滿足關係圖---------------------------------------------------------------------93
圖4-3　顧客至上關係圖---------------------------------------------------------------------94
圖4-4　內部行銷知覺構面與工作環境之支持關係圖---------------------------------98
圖4-5　內部行銷知覺構面與工作滿足關係圖----------------------------------------101
圖4-6　內部行銷知覺構面與顧客至上行為關係圖----------------------------------104
圖4-7　本研究假設模式圖-----------------------------------------------------------------108
圖4-8　本研究假設模式之估計參數與路徑圖-----------------------------------------110
圖5-1　觀念架構路徑分析驗證圖--------------------------------------------------------118
表目錄
表1-1 銀行業與其他金融機構之家數統計圖-------------------------------------------6
表3-1　本研究所使用之量表摘要---------------------------------------------------------58
表3-2　內部行銷知覺問項內容------------------------------------------------------------61
表3-3　組織顧客導向策略問項內容------------------------------------------------------63
表3-4　授權問項內容------------------------------------------------------------------------64
表3-5　內部行銷知覺問項之因素分析---------------------------------------------------65
表3-6　工作環境之支持問項內容---------------------------------------------------------67
表3-7　工作滿足問項內容------------------------------------------------------------------68
表3-8　員工顧客導向行為問項內容------------------------------------------------------69
表3-9　顧客滿意問項內容------------------------------------------------------------------70
表3-10　修定後內部行銷問項之再側信度----------------------------------------------72
表3-11　修定後內部行銷問項之共同性指數-------------------------------------------75
表4-1　樣本人口統計變數特徵描述------------------------------------------------------81
表4-2　內部行銷知覺構面之分析摘要---------------------------------------------------83
表4-3　工作環境之支持構面之分析摘要------------------------------------------------86
表4-4　工作滿足構面之分析摘要---------------------------------------------------------87
表4-5　員工顧客導向行為構面之分析摘要---------------------------------------------88
表4-6　員工顧客滿意知覺構面之分析摘要---------------------------------------------89
表4-7　本研究各變數間之相關分析------------------------------------------------------90
表4-8　內部行銷知覺對工作環境之支持的路徑分析---------------------------------92
表4-9　內部行銷知覺、工作環境之支持對工作滿足之路徑分析-------------------93
表4-10 工作環境之支持、工作滿足與顧客至上之路徑分析------------------------94
表4-11　員工顧客至上行為對顧客滿意的路徑分析-----------------------------------95
表4-12　內部行銷知覺構面與工作環境之支持之Pearson相關分析---------------97
表4-13　內部行銷知覺構面對工作環境之支持之路徑分析-------------------------98
表4-14　內部行銷知覺面與工作滿意之Pearson相關分析---------------------------99
表4-15　內部行銷知覺構面對工作滿足之路徑分析---------------------------------100
表4-16　內部行銷知覺構面與顧客至上行為之Pearson相關分析-----------------103
表4-17　內部行銷知覺構面對顧客至上行為之路徑分析---------------------------103
表4-18　變數間之相關係數---------------------------------------------------------------106
表4-19　衡量模式之驗證性因素分析---------------------------------------------------107
表4-20　本研究假設模式之適配度考驗指標------------------------------------------109
表4-21　假設模式之標準化λx係數表-------------------------------------------------110
表4-22　假設模式之標準化β與γ係數表---------------------------------------------111
表4-23　各構念間的影響結果------------------------------------------------------------112
表4-24　人口統計變數對內部行銷知覺、工作環境之支持及顧客滿意等構面影響摘要---------------------------------------------------------------------------------113
表4-25　年齡對內部行銷知覺之因素子構面之變異數差異分析摘要------------114
表4-26　年齡對工作環境之支持之變異數差異分析摘要---------------------------115
表4-27　婚姻狀況對工作環境之支持之變異數差異分析摘要---------------------115
表4-28　服務業經歷對工作環境之支持之變異數分析------------------------------116
表4-29　工作年資對顧客滿意知覺之變異數分析摘要------------------------------116
表5-1　 研究假設驗證表------------------------------------------------------------------117
表5-2　內部行銷知覺與員工顧客導向行為間關係之彙整-------------------------120

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