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研究生:陳榮松
研究生(外文):Jung-Sung Chen
論文名稱:內部行銷對組織公民行為的影響
論文名稱(外文):The Influences of Internal Marketing on Organizational Citizenship Behavior
指導教授:方世榮方世榮引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:高階經理人碩士在職專班
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
畢業學年度:96
語文別:中文
論文頁數:131
中文關鍵詞:內部行銷領導風格角色壓力組織公民行為
外文關鍵詞:Internal MarketingLeadership StyleRole StressOrganizational Citizenship Behavior
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本研究以國內具有合併經驗及組織改造經驗的金融業進行實證研究,主要探討組織施行內部行銷的管理方式,營造公司內部團結氣氛,使員工在工作崗位上產生組織公民行為,同時探討管理者在領導風格與員工的角色壓力下的干擾作用。
本研究針對中部七家銀行之主管、員工計260位進行問卷發放,依據收回之有效問卷共200份進行研究分析。本研究之結果發現:內部行銷對組織公民行為具有正向的顯著影響,對角色壓力則具有負向的顯著影響,另在主管之領導風格對於內部行銷與組織公民行為具有正向的干擾效果,而角色壓力則對於內部行銷與組織公民行為具有負向的部份干擾效果。
This research is aimed to discusse the local financial industries with successful merging and reorganizing experiences, and try to survey the way how the organiazation perform the internal marketing mechanism, build the atomsphere of the unity, to result in organizational citizenship behavior. In addition, this research also discusse the moderate effect of leadership style and role stress in internal marketing and organizational citizenship behavior.
The method of this research is for data analysis on 200 questionnaires from 260 managers and employees of 7 banks in the central Taiwan. Empirical results show internal marketing has the positive significant influence on organizational citizenship behavior, and negative significant influence on role stress. Furthermore, the leadership style has the positve moderate effect on internal marketing and organizational citizenship behavior. The role stress has negative partially mlderate effect on internal marketing and organizational citizenship behavior.
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
第二章 文獻探討..........................................5
第一節 內部行銷..........................................6
第二節 領導風格.........................................27
第三節 角色壓力.........................................41
第四節 組織公民行為.....................................47
第三章 研究設計與方法...................................56
第一節 研究架構.........................................57
第二節 研究推論與假設...................................58
第三節 研究變項之操作性定義.............................66
第四節 研究設計.........................................72
第五節 資料分析方法.....................................76
第四章 資料分析與結果...................................78
第一節 敘述性統計分析...................................78
第二節 信效度分析.......................................85
第三節 因素分析.........................................87
第四節 各研究構面之相關分析.............................92
第五節 假設檢定.........................................95
第六節 領導風格、角色壓力之干擾效果檢定................100
第五章 結論與建議......................................106
第一節 研究結論........................................106
第二節 研究建議........................................112
第三節 研究限制........................................115
參考文獻................................................116
附錄一:各構面題項與構面總分之PEARSON相關分析...........133
附錄二:問卷............................................137
表目錄
表2-1 內部行銷定義彙整..................................13
表2-2 領導定義彙整......................................28
表2-3 領導理論發展......................................30
表2-4 組織公民行為的定義................................48
表2-5 組織公民行為之構面................................53
表3-1 內部行銷構面之操作性定義與衡量問項................67
表3-2 領導風格構面之操作性定義與衡量問項................68
表3-3 角色壓力構面之操作性定義與衡量問項................69
表3-4 組織公民行為構面之操作性定義與衡量問項............71
表3-5 各變項前測之CRONBACH’S Α 值......................74
表3-6 問卷樣本比例......................................75
表4-1 整體樣本之敘述性統計分析..........................79
表4-2 內部行銷之敘述性統計分析..........................81
表4-3 領導風格之敘述性統計分析..........................82
表4-4 角色壓力之敘述性統計分析..........................83
表4-5 組織公民行為之敘述性統計分析......................84
表4-6 本研究各構面與變數之信度..........................85
表4-7 KMO數值含意.......................................87
表4-8 內部行銷之因素分析表..............................88
表4-9 領導風格之因素分析表..............................89
表4-10 角色壓力之因素分析表.............................90
表4-11 組織公民行為之因素分析表.........................91
表4-12 各構面之PEARSON相關分析..........................92
表4-13 各構面變項之PEARSON相關分析......................94
表4-14 內部行銷與組織公民行為之多元迴歸表...............95
表4-15 內部行銷與角色壓力之多元迴歸表...................97
表4-16 轉換型領導為干擾變項之階層迴歸..................101
表4-17 交易型領導為干擾變項之階層迴歸..................102
表4-18 角色衝突為干擾變項之階層迴歸....................103
表4-19 角色模糊為干擾變項之階層迴歸....................104
表4-20 角色負荷為干擾變項之階層迴歸....................105
表5-1 研究假設驗證結果.................................107
圖目錄
圖2-1 服務行銷的三角架構.................................7
圖2-2 服務/利潤鏈........................................8
圖2-3 內部行銷的三階段模式..............................23
圖2-4 成功的循環........................................26
圖2-5 領導者與部屬在交易領導中的關係圖..................34
圖2-6 領導者與部屬在轉換領導中的關係圖..................38
圖3-1 研究架構圖........................................57
一、中文部份
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浦鄉義郎(民97)、黃深勳監譯,零距離行銷,揚智文化出版。
張今鑑(民90),「雲五社會科學大辭典-行政學」台北:台灣商務印書館。
許士軍(民87),管理學,東華書局出版。
蕭富峰民(民86),內部行銷,天下文化出版。

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翁秀芬(民93)「領導風格及組織文化與企業內部控制制度執行成效關聯性之研究」,東吳大學會計系碩士論文。
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許道然(民90),「公部門組織信任與組織公民行為關係之研究」,國立政治大學公共行政學系博士論文。
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陳佩秀(民85),「主管視察行為、個別化關懷行為與組織公民行為關係之實證研究—以金融業為例」,私立淡江大學管理科學研究所碩士論文。
陳威菖(民88),「組織承諾與工作滿足對組織公民行為的組織-以工作疏離感為中介模式」,國立中山大學人力資源管理研究所碩士論文。
陳超然(民92),「從領導需求之觀點探討領導型態對員工工作反應影響關係之研究」,國防大學國防管理學院資源管理研究所」,碩士論文。
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黃世忠(民91),「組織結構、領導風格、員工個人特質、工作特性與工作滿足關係之研究-以中山科學研究院電子系統研究所為例」,中原大學企業管理學系碩士學位論文。
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黃秋萍(民94),「內部行銷、勞資關係氣氛對組織承諾、情緒勞動與顧客導向行為之關聯性研究」,南華大學管理科學研究所碩士論文。
廖信憲(民95),「高階主管之領導特質、領導風格與領導效能的研究─以台灣某一知名訓練機構的領導者為例」,國立中興大學高階經理人班,碩士論文。
廖婉鈞(民95),「內部行銷對組織公民行為的影響」,國立成功大學企業管理研究所,碩士論文。
劉嘉雯 (民91) ,人力資源部門內部顧客滿意、員工工作滿意與組織公民行為關係之研究,彰化師範大學人力資源管理研究所碩士論文。
潘建銘(民95) ,「領導傾向、內部行銷與工作士氣對工作績效之影響─以銀行業為例,國立成功大學高階管理碩士在職專班,碩士論文。
賴倩慧(民92),「領導型態、企業文化對學習型組織運作與員工工作滿足之關聯性研究」,國立成功大學企業管理研究所,碩士論文。
賴燕美(民95) ,「探討組織公平、內部行銷、心理契約、專業承諾對組織公民行為關聯性之研究─以嘉義市警察局為例」,南華大學管理科學研究所,碩士論文。
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二、西文部份
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