臺灣博碩士論文加值系統

內部行銷是近年來新興的研究議題，重點在於以組織內全體員工為對象，運用行銷的觀念與技巧來滿足員工需求，以培養員工顧客導向的意識與作為，進而希望提高顧客滿意度、以達成組織的目標，而本研究希望能以實證研究的方式證實企業若能先將員工視為內部顧客、善待員工，使員工的工作滿意與組織承諾提高，員工自然會回報非正式角色義務且利於組織的組織公民行為。
本研究針對內部行銷、工作滿意、組織承諾與組織公民行為等四個構面做探討，以在職工作者為樣本發放問卷，共發放350份，回收306份，回收率約87.4％，進行統計檢定後發現，內部行銷對工作滿意與組織承諾有顯著的正向影響，而工作滿意與組織承諾也對組織公民行為有顯著正向關係，可見組織若希望員工能在正式角色的義務之外，自動自發地從事對組織有利的行為，可透過能提升工作滿意與組織承諾的內部行銷方法達成，希望企業能在對外行銷、重視顧客需求之餘，也不要忘了組織組成的基本要素「員工」，同樣將員工視為內部顧客，傾聽其需求善待之，以共創雙贏的局面。

Internal marketing (IM) has been a new and developing research topic recently. It is defined as promoting the company, as a product, to its employees. IM targets all the staff in the firm, developing employees’ customer-oriented behavior through traditional external marketing tools. Internal marketing can raise the customer satisfaction and help achieve the goal of organization as well. Therefore, the researcher intends to prove that if enterprise treats employees as internal customers and applies the concept of IM, the organization commitment and job satisfaction of employees will be elevated. Moreover they can voluntarily repay the company with behaviors which may not be officially recognized in the organization’s formal reward system, which are so-called organization citizenship behaviors.
Questionnaire survey is employed to investigate the relationship among internal marketing, job satisfaction, organization commitment and organization citizenship behavior. 350 questionnaires were distributed to 350 in-service workers, and 306 questionnaires were returned. The data provided were then analyzed, and the results show that internal marketing has a positive impact on job satisfaction and organization commitment. Job satisfaction and organization commitment also have a positive impact on organization citizenship behavior. Therefore, if organizations want to strengthen employees’ willingness to help the organization voluntarily, the manager can use the internal marketing strategy to raise job satisfaction and organization commitment first. The current research aims to remind the enterprises of putting equal importance on both external marketing and the foundation of organizations—the employees. The enterprises should also listen to the employees’ real needs and treat them nicely. In this way, enterprises and employees can work together to create a win-win situation and succeed finally.

目錄
第一章 緒論
第一節 研究背景與動機………………………………………… p. 1-2
第二節 研究目的………………………………………………… p. 2
第三節 研究流程………………………………………………… p. 3
第二章 文獻探討
第一節 內部行銷………………………………………………… p. 4-14
第二節 工作滿意………………………………………………… p. 15-18
第三節 組織承諾………………………………………………… p. 19-25
第四節 組織公民行為…………………………………………… p. 26-34
第五節 各構面互動關係之探討………………………………… p. 34-36
第三章 研究方法
第一節 研究架構………………………………………………… p. 37
第二節 研究假設………………………………………………… p. 38-39
第三節 研究變項之操作性定義………………………………… p. 40-42
第四節 資料分析方法…………………………………………… p. 42
第四章 研究結果與分析
第一節 前測預試………………………………………………… p. 43-47
第二節 正式問卷回收及有效樣本結構分布情形……………… p. 48

第三節 正式問卷施測－各研究構面之因素分析及信度檢定… p. 49-52
第四節 修正之研究架構與假設………………………………… p. 53-54
第五節 正式問卷施測－人口統計變項與各研究構面之差異分析… p. 55-58
第六節 各研究構面間複廻歸分析……………………………… p. 58-66
第七節 路徑分析………………………………………………… p. 66-68
第五章 結論與建議
第一節 研究結論………………………………………………… p. 68-72
第二節 建議與研究限制………………………………………… p. 72-74
參考文獻 …………………………………………………………… p. 75-83
附錄 …………………………………………………………… p. 84-94

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