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研究生:田永菡
研究生(外文):Yung-Han Tien
論文名稱:「你快樂,所以我快樂」-以內部市場導向觀點探討服務業內外部績效之關聯性
論文名稱(外文):“You are Happy, so I am.”-- A Study of the Relationship between Organization Internal and External Performance for Service Industry by Internal Market Orientation Perspective
指導教授:方祥明方祥明引用關係
指導教授(外文):Hsiang-Ming Fang
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
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:2006
畢業學年度:94
語文別:中文
論文頁數:130
中文關鍵詞:顧客滿意度顧客維持相對競爭位置顧客導向能力員工滿意度員工承諾內部市場導向
外文關鍵詞:customer rationemployee commitmentinternal market orientationemployee satisfactionrelatively competition positioncustomer satisfactioncustomer orientation of service employees
相關次數:
  • 被引用被引用:6
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  • 收藏至我的研究室書目清單書目收藏:3
本研究採用Lings(2004)所提出之「內部市場導向」概念,以人力資源策略導向觀點,結合內部行銷與市場導向之理論,說明企業將員工視為組織的內部顧客,消費者視為外部顧客,藉由有效的瞭解和滿足員工在工作上的需求,以及提升員工的留任、承諾與滿意度,促使員工會自動自發提供良好的服務品質並且提昇外部顧客的滿意度,進而創造組織整體生存、成長和利潤的價值目標。因此,本研究目的除了要將內部市場導向策略觀點提供給企業作為管理規劃的新思維外,並探討組織內部績效與組織外部績效之間的關係,以及瞭解員工所具備的顧客導向能力是否為內外部績效關係之中介變數。
本研究是採用量化研究方法,以問卷做為蒐集實證資料之工具,採取SPSS及LISREL線性結構方程模式的統計方法進行資料分析。研究範圍是國內保險業,並以其員工及顧客為研究對象,針對列名天下雜誌2005年100大金融服務業之保險業為母體,共發出員工問卷437份,回收308份,其中有效問卷為269份,有效回收率達61.56%;此外,發出顧客問卷2185份,回收1338份,其中有效問卷為1228份,有效回收率達56.20%。
藉由實證資料分析及模式配適後,本研究獲得以下的結論:
1.內部市場導向會對組織內部績效產生顯著的正向影響。
2.組織內部績效會對組織外部績效產生顯著的正向影響。
3.組織內部績效會對服務人員的顧客導向能力產生顯著的正向影響。
4.服務人員的顧客導向能力會對組織外部績效產生顯著的正向影響。
5.服務人員的顧客導向能力會對組織內部績效與組織外部績效間關係產生顯著的中介效果。
This study adopt the concept that Lings (2004) provide of “internal market orientation”, it uses the view of human resources strategy. It is combine both concepts of internal marketing with market orientation, it explain that organization will regarding employees as inside customer, consumers are regarded as the outside customer. Through effective understand and satisfy the demands on the work of employees, and improve the employees retaining, commitment and satisfaction, prompt employees offer good service quality and satisfaction for outsides customers and then create the value goal of whole organizing include surviving, growing up and profit.
  So, this study will to probe into the relationship among internal market orientation, organization internal performance and organization external performance. Then, proposed to test the mediating effects of customer orientation of service employees in the relationship between organization internal performance and organization external performance.
  The research is quantitative research. And we used the SPSS and LISREL software to analysis the empirical research to test the causal relationship and research hypotheses. This research regards domestic insurance industry as research range, regard its employees and customers as the research object. We mailed 437 copies of employee questionnaires, 269 effective samples were received, and the effective rate of retrieve is 61.56%. And mailed 2185 copies of customer questionnaires, 1228 effective samples were effective received, and the effective rate of retrieve is 56.20%.
The major findings of this study:
1.There is a significant positive correlation between internal market orientation and organization internal performance.
2.There is a significant positive correlation between organization internal performance and organization external performance.
3.There is a significant positive correlation between organization internal performance and customer orientation of service employees.
4.There is a significant positive correlation between customer orientation of service employees and organization external performance.
5.There is a significant mediating effect of customer orientation of service employees in the relationship between organization internal performance and organization external performance.
中文摘要 I
英文摘要 II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 7
第三節 研究流程 9
第二章 文獻探討 11
第一節 內部市場導向 11
第二節 內部市場導向觀點下之組織內部績效與組織外部績效 29
第三節 內部市場導向與組織內部績效之關係 30
第四節 組織內部績效與組織外部績效之關係 31
第五節 顧客導向能力 32
第六節 組織內部績效與顧客導向能力之關係 34
第七節 顧客導向能力與組織外部績效之關係 35
第八節 本研究架構與服務利潤鏈之差別 37
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 變數操作性定義與研究工具 44
第四節 研究設計 51
第五節 研究對象與抽樣方法 55
第六節 研究預試 56
第七節 分析工具與方法 59
第八節 信度與效度分析 65
第四章 研究結果分析 70
第一節 描述性統計分析 70
第二節 各變數之因素分析 73
第三節 人口統計變數在各因素構面上之差異性分析 75
第四節 各變數間之相關分析 83
第五節 LISREL模式分析 85
第五章 結論與建議 102
第一節 研究結論 102
第二節 研究意涵與貢獻 106
第三節 研究限制 109
第四節 未來研究建議 111
參考文獻 112
附錄一 本研究之員工問卷 120
附錄二 本研究之顧客問卷 123
附錄三 共變異矩陣(COVARIANCE MATRIX) 125
附錄四 Q-PLOT圖 130
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