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研究生:許秋萍
論文名稱:內部行銷與智慧資本關聯性之研究-以組織承諾與人格特質為干擾變數
指導教授:方世榮方世榮引用關係
指導教授(外文):Shyh-Rong Fong
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系研究所
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:2004
畢業學年度:92
語文別:中文
論文頁數:128
中文關鍵詞:內部行銷機制智慧資本組織承諾人格特質
外文關鍵詞:Internal marketing mechanismIntelligence capitalOrganization CommitmentPersonality Trait
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愈來愈多公司體認到內部行銷的重要性,且認為內部行銷是外部行銷成功的先決條件。不管公司行銷實體或服務的產品,執行內部及外部行銷均變得很重要,其可成功的與顧客建立長期且獲利的關係。此外,在知識經濟時代,智慧資本在創新、生產力、競爭優勢及績效方面變得愈來愈重要,因此管理智慧資本已經變成企業管理的核心,企業必須重視其無形的資產。
智慧資本是組織無形的競爭潛力,雖不易發展與累積,但企業可透過滿足員工的需求,進而由員工來創造服務顧客的能力及滿足顧客的需求,此即意謂著內部行銷機制的建立有助於提升人力資本及關係資本。本研究將內部行銷機制分為溝通網絡、授權賦能、激勵及訓練四個變項,探討當組織投資在創造有利的內部環境是否有助於累積員工的知識、技能(人力資本)及與外部顧客之關係(關係資本)。此外,員工的組織承諾及人格特質會影響其工作行為及對同一事件所產生的效果可能迥然不同。因此,本研究從員工的角度切入,亦擬探討員工組織承諾與人格特質對內部行銷機制與智慧資本關係之干擾作用。
本研究以金融業及服務業之第一線員工為研究對象,實證發現內部行銷機制均顯著影響智慧資本及組織承諾且員工組織承諾之干擾作用顯著,人格特質之干擾作用部份顯著。最後,本研究根據實證結果,提出管理意涵與後續研究之建議。
More and more companies had recognized the importance of the internal marketing and think of internal marketing as the prerequisite of marketing in recent years. They also think of internal marketing as the prerequisite of the marketing. Because successful internal and external marketing can construct long term and profitable relationship with customers, no matter what kind of product they provide, products or services, execution of internal and external marketing become very important. Besides, in the age of knowledge economic, intelligence capital play a important role in creativity, production, competitive advantage, and performance. As a result, management of the intelligence capital has become the core topic of the business management.
Intelligence capital is the invisible competitive potential of the organization. Although it is difficult to develop and accumulate, business can enhance the human capital and the relationship capital through satisfying employee’s needs, which imply the establishment of internal marketing mechanism enhances the human capital and relationship capital. Internal marketing mechanism include communication network, empowerment, motivation, and training, and explore if it is useful for organization invest in creating internal environment to help the accumulation of the knowledge, skill, and relationship capital for each employees. Moreover, employee’s behavior and the reaction maybe totally different because of organization commitment and personality trait. As a result, this paper also investigate the moderate effect of organization commitment and personality trait in internal marketing mechanism and intelligence capital.
This paper choose first line employees of banking industry and service industry as our study sample. Empirical result shows internal marketing mechanism significantly influence intelligence capital and employee’s organization commitment. The moderate effect of employee’s organization commitment and personality trait in the internal marketing mechanism-intelligence capital are also significant and partially significant, respectively. This paper will propose management implication and conclude in the final section.
第一章 緒論
第一節 研究背景與機………………………………………1
第二節 研究目的……………………………………………2
第三節 研究流程……………………………………………4
第二章 文獻探討
第一節 內部行銷……………………………………………5
第二節 智慧資本……………………………………………15
第三節 組織承諾……………………………………………21
第四節 員工人格特質………………………………………23
第三章 研究方法
第一節 研究架構……………………………………………25
第二節 研究假設……………………………………………26
第三節 研究變數與操作性定義……………………………43
第四節 研究設計……………………………………………48
第五節 資料分析方法………………………………………53
第六節 信度與效度分析……………………………………56
第四章 資料分析與實證研究
第一節 敘述性統計分析……………………………………58
第二節 因素分析……………………………………………67
第三節 各研究構面與變數之相關性分析…………………72
第四節 內部行銷機制與智慧資本之關係分析……………73
第五節 內部行銷機制與組織承諾之關係分析……………76
第六節 組織承諾之干擾作用檢定…………………………77
第七節 員工人格特質之干擾作用檢定……………………90
第五章 研究結論與建議
第一節 研究結論……………………………………………97
第二節 研究建議……………………………………………101
第三節 研究限制……………………………………………103
參考文獻……………………………………………………………… 104
附錄一………………………………………………………………… 113
附錄二………………………………………………………………… 117
表目次
表2-1 內部行銷定義之彙整表………………………………… 7
表2-2 內部行銷作法之彙整表………………………………… 8
表2-2(續) 內部行銷作法之彙整表…………………………… 9
表2-3 智慧資本定義之彙整表………………………………… 16
表2-4 智慧資本構成要素之彙整表…………………………… 17
表2-4(續) 智慧資本構成要素之彙整表……………………… 18
表2-5 組織承諾定義之彙整表………………………………… 21
表2-6 組織承諾分類之彙整表………………………………… 22
表2-7 內外控人格特質的特徵及描述………………………… 24
表3-1 內部行銷機制之操作性定義與衡量項目……………… 44
表3-2 智慧資本之操作性定義與衡量項目…………………… 45
表3-3 組織承諾之操作性定義與衡量項目…………………… 46
表3-4 員工人格特質之操作性定義與衡量項目……………… 47
表3-5 郵寄與實地發放問巻回收樣本特性之獨立樣本t檢定…52
表3-6 各研究變數與構面之信度……………………………… 56
表4-1 員工所處產業分佈表…………………………………… 59
表4-2 金融業之公司分佈表…………………………………… 59
表4-3 百貨業之公司分佈表…………………………………… 59
表4-4 員工所處地區分佈表…………………………………… 60
表4-5 員工性別分佈表………………………………………… 60
表4-6 員工年齡分佈表………………………………………… 61
表4-7 員工教育程度分佈表…………………………………… 62
表4-8 員工服務年資分佈表…………………………………… 62
表4-9 研究變數之一般敘述統計分析………………………… 63
表4-9(續) 研究變數之一般敘述統計分析…………………… 64
表4-10 內部行銷機制之因素分析………………………………68
表4-11 智慧資本的因素分析……………………………………69
表4-12 組織承諾之因素分析……………………………………70
表4-13 內外控人格特質之因素分析……………………………71
表4-14 各構面變數之Pearson相關分析……………………… 72
表4-15 內部行銷機制各變項與人力資本之複迴歸表…………73
表4-16 內部行銷機制各變項與關係資本之複迴歸表…………74
表4-17 內部行銷機制各變項與組織承諾之複迴歸表…………76
表4-18 組織承諾集群分析之凝聚係數…………………………78
表4-19 組織承諾之變異數分析…………………………………78
表4-20 組織承諾之區別分析……………………………………79
表4-21 組織承諾之干擾作用檢定-Chow’s test…………… 80
表4-22 組織承諾對溝通網絡與人力資本之干擾作用-Chow’s test 81
表4-23 組織承諾對授權賦能與人力資本之干擾作用-Chow’s test 82
表4-24 組織承諾對激勵與人力資本之干擾作用-Chow’s test…… 83
表4-25 組織承諾對訓練與人力資本之干擾作用-Chow’s test…… 84
表4-26 組織承諾對溝通網絡對關係資本之干擾作用-Chow’s test 85
表4-27 組織承諾對授權賦能與關係資本之干擾作用-Chow’s test 86
表4-28 組織承諾對激勵與關係資本之干擾作用-Chow’s test…… 87
表4-29 組織承諾對訓練與關係資本之干擾作用-Chow’s test…… 88
表4-30 員工人格特質集群分析之凝聚係數……………………90
表4-31 員工人格特質之變異數分析……………………………91
表4-32 員工人格特質之區別分析………………………………91
表4-33 員工人格特質之干擾作用檢定-Chow’s test……… 92
表4-34 人格特質對溝通網絡與關係資本之干擾作用-Chow’s test 93
表4-35 人格特質對授權賦能與關係資本之干擾作用-Chow’s test 94
表4-36 人格特質對激勵與關係資本之干擾作用-Chow’s test…… 94
表4-37 人格特質對訓練與關係資本之干擾作用-Chow’s test…… 95
表5-1 研究假設驗證結果……………………………………… 96
圖目次
圖1-1 研究流程……………………………………………………4
圖2-1 智慧資本概念圖……………………………………………15
圖3-1 研究架構…..………………………………………………25
圖3-2 本研究之資料分析方法……………………………………55
圖4-1 組織承諾對溝通網絡與人力資本之干擾方向檢定………81
圖4-2 組織承諾對授權賦能對人力資本之干擾方向檢定………82
圖4-3 組織承諾對激勵與人力資本之干擾方向檢定……………83
圖4-4 組織承諾對訓練與人力資本之干擾方向檢定……………84
圖4-5 組織承諾對溝通網絡與關係資本之干擾方向檢定………85
圖4-6 組織承諾對授權賦能與關係資本之干擾方向檢定………86
圖4-7 組織承諾對激勵與關係資本之干擾方向檢定……………87
圖4-8 組織承諾對訓練與關係資本之干擾方向檢定……………88
圖4-9 員工人格特質對激勵與關係資本之干擾方向檢定………95
壹、中文部份
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