臺灣博碩士論文加值系統

隨著知識經濟時代的來臨，越來越多的銀行業者意識到競爭的優勢關鍵，取決於企業是否擁有優質的員工。因此，企業將人力資本視為公司最有價值的資產與經營政策；其中內部行銷的實施即為明顯的政策代表。所以本研究旨在探討內部行銷、組織服務性氣候、員工態度與員工績效之影響關係；並以員工態度為內部行銷與員工績效，及組織服務性氣候與員工績效間的中介變數，以探討其中介效果。
本研究採問卷調查法，以T銀行第一線櫃檯人員857人為研究對象，並依北、中、南地理區域劃分分層隨機抽樣，以95%信心水準及3%標準誤，共發出問卷共476份，總回收367份問卷，有效問卷回收為308份，有效回收率為64.71%。
本研究結果，首先在人口統計變項差異分析發現：年齡愈大、教育程度愈低、已婚與單身有子女、資深的員工，在內部行銷、組織服務性氣候、工作態度及員工績效上知覺程度愈高。另外，在各構面間以複迴歸分析發現：(1)內部行銷會影響組織服務性氣候、員工態度與員工績效。(2)員工態度之內部滿足構面會影響員工績效。(3)組織服務性氣候會影響員工態度與員工績效。最後探討員工態度的中介效果發現：(1)內部行銷與員工績效的關連性上，員工態度具部份中介效果。(2)組織服務性氣候與員工績效的關連性上，員工態度具部份中介效果。

With the approach of the Era of Knowledge-based Economy, an increasing number of banks realize that the possession of outstanding employees is the key of competitive advantages. Human is consequently viewed as the most valuable asset and management policy of the companies. The execution of internal marketing is one of the most apparent policies. This research is aimed to study on the relationships among internal marketing, organizational service climate, employee attitude, and employee performance, and the intermediate effect of employee attitude on the relationship between internal marketing and employee performance, and between organizational service climate and employee performance.
The total 857 bank clerks of T Bank are major study subjects. Questionnaires are delivered to 476 clerks using a stratifying random sampling method at a confidence level of 95% to its northern, middle and southern branches. 367 cases are collected, 308 of which are valid. The valid response rate is 64.71%.
The research has following results. First of all, the demographic statistical analysis shows that bank clerks of older age, lower education, married clerks, single clerks with children, and senior clerks have higher perception toward internal marketing, organizational service climate, employee attitude, and employee performance. In addition, the multiple regression analysis finds that: (1) internal marketing has effects on organizational service climate, employee attitude and employee performance; (2) the internal satisfaction dimension of employee attitude has effects on employee performance; (3) organizational service climate has effects on employee attitude and employee performance. The study ultimately finds that (1) employee attitude has partly intermediate effects on the relationship between internal marketing and employee performance; (2) employee attitude has partly intermediate effects on the relationship between organizational service climate and attitude performance.

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 3
第三節 研究流程 4
第四節 論文架構 5
第二章 文獻探討 6
第一節 銀行業概況 6
第二節 內部行銷 17
第三節 組織服務氣候 29
第四節 員工態度 36
第五節 員工績效 43
第六節 研究構面之關係探討 49
第三章 研究方法 56
第一節 研究架構 56
第二節 研究變數與衡量 58
第三節 研究假說 63
第四節 研究設計 68
第五節 資料分析方法 73
第四章 資料分析結果 75
第一節 問卷回收 75
第二節 信度與效度分析 76
第三節 敘述性統計分析 85
第四節 相關分析 98
第五節 複迴歸分析 105
第六節 驗證假說 119
第五章 結論與建議 122
第一節 結論 122
第二節 研究限制與後續研究建議 130
參考文獻 131
附錄ㄧ(問卷) 146
表目錄
表2-1 台灣銀行業演進大記事 8
表2-1 台灣銀行業演進大記事(續) 9
表2-2 2004年9月~2008年3月金融機構整併情勢 13
表2-3 金融機構逾放比率 14
表2-4 內部行銷定義分類 21
表2-4 內部行銷定義分類(續) 22
表2-5 內部行銷衡量構面 27
表2-6 工作滿足之定義 37
表2-7 工作滿足衡量構面 42
表2-8 工作績效定義 44
表2-9 工作績效衡量項目 48
表3-1 研究變項之定義、構面及操作性定義 62
表3-2 研究變數前測問卷信度檢定(n=53) 71
表3-2 研究變數前測問卷信度檢定(續)(n=53) 72
表4-1 樣本抽樣與回收分佈 75
表4-2 本研究問卷信度檢定(n=308) 77
表4-2 本研究問卷信度檢定(續)(n=308) 78
表4-3 內部行銷之驗證性因素分析結果 81
表4-4 組織服務性氣候之驗證性因素分析結果 82
表4-5 員工態度之驗證性因素分析結果 83
表4-6 員工績效之驗證性因素分析結果 84
表4-7 樣本結構次數分配與百分比(n=308) 86
表4-8 內部行銷變數之平均數與標準差 88
表4-9 組織服務性氣候變數之平均數與標準差 90
表4-10 員工態度變數之平均數與標準差 91
表4-11 員工績效變數之平均數與標準差 92
表4-12 不同年齡員工與研究變數之差異分析 94
表4-13 不同教育程度員工與研究變數之差異分析 95
表4-14 婚姻狀況與研究變數之差異分析 96
表4-15 不同工作年資員工與研究變數之差異分析 97
表4-16 內部行銷、組織服務性氣候、員工態度與員工績效之相關性 98
表4-17 內部行銷與員工績效構面間之相關性 99
表4-18 組織服務性氣候與員工績效構面間之相關性 100
表4-19 內部行銷與組織服務性氣候構面間之相關性 101
表4-20 內部行銷與員工態度構面間之相關性 102
表4-21 組織服務性氣候與員工態度構面間之相關性 103
表4-22 員工態度與員工績效構面間之相關性 104
表4-23 內部行銷與員工績效之迴歸分析(n=308) 106
表4-24 組織服務性氣候與員工績效之迴歸分析(n=308) 107
表4-25 內部行銷與組織服務性氣候之迴歸分析(n=308) 108
表4-26 內部行銷與員工態度之迴歸分析(n=308) 109
表4-27 組織服務性氣候與員工態度之迴歸分析(n=308) 110
表4-28 員工態度與員工績效之迴歸分析(n=308) 111
表4-29 內部行銷與員工態度對員工績效之迴歸分析(n=308) 115
表4-30 組織服務性氣候與員工態度對員工績效之迴歸分析(n=308) 118
表4-31 研究假說檢定結果彙總表 119
圖目錄
圖1-1研究流程圖 4
圖2-1服務行銷的三角架構 17
圖2-2 服務行銷管理模型 20
圖2-3員工對工作不滿足時的反應 37
圖2-4 工作滿足系統圖 40
圖2-5 服務-利潤鏈 54
圖2-6 組織氣候、文化及生產力之模式 55
圖3-1研究架構圖 57

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