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研究生:陳淑媛
研究生(外文):Shu Yuan Chen
論文名稱:全員行銷認知、關係資本與服務導向組織公民行為之關係
指導教授:張國雄張國雄引用關係
學位類別:碩士
校院名稱:東海大學
系所名稱:管理碩士學程在職進修專班
學門:商業及管理學門
學類:其他商業及管理學類
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:91
中文關鍵詞:全員行銷社會資本服務導向組織公民行為
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中華電信因應自由化、國際化的潮流趨勢下即將面臨民營化,為提高經營效率及組織之競爭優勢,公司搭配行銷策略全面展開全員行銷活動,以期在獨佔轉為競爭環境下,順利引導員工調整消極公務人員心態,轉變積極做生意人心態,培養員工一致對外共存共榮的認知。
然而中華電信原為國營事業機構,若公司動員全體員工積極落實全員行銷,要求具有公務人員身份員工以「服務為導向」從事額外行銷活動,對全體員工而言工作配合及心態上之轉變適應面臨重大挑戰衝擊。
本研究嘗試在相關理論中了解員工參與「服務導向」的全員行銷活動是否自願及參加意願因素、績效表現影響性,並以社會資本觀點探討關係資本對員工服務導向自願性參與行為影響、建構組織更有利之競爭優勢。本研究於民國93年5月間寄發問卷535份,以中華電信所屬中區分公司南、北台中營運處各單位之正式員工為問卷調查對象,共回收問卷507份,有效問卷468份,有效問卷回收率87.5%。採用因素分析和迴歸分析的方法發展本研究,經過問卷調查之實證結果:
1. 全員行銷認知(強化顧客服務認知)對於服務導向組織公民行為(忠誠與參予、服務傳遞)有顯著的正向關係。
2. 全員行銷認知(提升員工競爭力認知) 對於服務導向組織公民行為(忠誠與參與) 有顯著的正向關係。
3. 社會資本(結構構面-單位內連結、關係構面)對於與服務導向組織公民行為(忠誠與參與、服務傳遞)有顯著的正向關係。
4. 社會資本(結構構面-單位間連結) 對於服務導向組織公民行為(忠誠與參與) 有顯著的正向關係。
5. 服務導向組織公民行為(忠誠與參與、服務傳遞)與績效成果(工作滿意、自評績效)有顯著的正向關係。
目錄
第一章、 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的 2
第二章、 文獻探討 4
第一節、 全員行銷認知理論 4
第二節、 社會資本理論 10
第三節、 服務導向組織公民行理論 13
第四節、 績效成果理論 23
第三章、 研究設計 32
第一節、 研究架構 32
第二節、 研究假設 33
第三節、 問卷設計與預試 41
第四節、 研究變相操作性定義 42
第五節、 抽樣與問卷回收 48
第六節、 樣本結構 49
第七節、 研究方法 51
第四章、 研究結果 52
第一節、 各構面資料之統計敘述分析 52
第二節、 因素分析與信度檢定 55
第三節、 相關分析 59
第四節、 迴歸分析 62
第五章、 結論與建議 67
第一節、 研究結論 67
第二節、 管理上之建議 74
第三節、 對後續研究之建議與研究限制 77
參考文獻 78
附件、問卷調查表 86
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