臺灣博碩士論文加值系統

本研究問題是探討內部行銷(Internal Marketing, IM)、服務導向公民行為（Service-Oriented Organizational citizenship behaviors）與品牌權益(Brand Equity)之關係，經由間接文獻之引用及邏輯之推理，發現三者之關係有必要進一步釐清。
本研究是透過郵寄問卷(questionnaires survey)的方式，請服務業接觸外部顧客之服務員工(customer-contact employees)，就是所謂內部顧客(internal customers) 幫忙填寫。總共寄發了300份問卷，請接觸顧客的員工對該公司內部行銷與公司品牌權益之看法，進行填答。總共回收230份，去除無效問卷沒填寫完成者2份，總共有效問卷為228份，回收率為76%。
結果本研究發現，內部行銷與品牌權益呈現正相關；對員工個人的重視與管理支援與工作自主之兩個構面，與品牌忠誠度、知覺品質、品牌聯想、品牌知名度亦分別呈現正相關。
而有關中介變項，服務導向公民行為的三個構面，忠誠、服務傳遞與參與，對於內部行銷與品牌權益之中介關係也呈正相關，意即服務導向公民行為，對內部行銷與品牌權益具有顯著之中介效果。

ABSTRACT
This research question is discusses internal marketing , Service-Oriented Organ-izational citizenship behaviors with the brand equity the relations, quotation of and the logical inference by way of the indirect literature, discovered three relations have the necessity thousandth of a Yuan to be further clear. This research is questionnaires survey a way, asks service industry to contact service staff the external customer, is the so-called internal customer helps filling in.
Altogether has mailed 300 questionnaire, please contact the customer the staff view of to this company interior marketing and Service-Oriented Organizational citi-zenship behaviors and interests, carries on fills in answers.
Altogether recycles 230, the elimination invalid questionnaire does not have filling in completion 2, altogether the effective questionnaire is 228, the returns-ratio is 76%. The result this research discovery, the internal marketing and the brand equity and in-terests present are being connected; Supports to the staff individual value and the man-agement and works the independent two construction surface, with the brand loyalty, consciousness quality, the brand association, brand well-knownness also separately pre-sents is being connected.
But related intermediary variable, the service guides the citizen behavior three construction surface, loyal, the service transmits and participation, the intermediary re-lations also presents the correlation regarding internal marketing and the brand rights and interests, Italy is the service guides the citizen behavior, has the remarkable inter-mediary effect to internal marketing and the brand rights and interests.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． vii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． viii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 2
　　第三節　　研究架構與假設．．．．．．．．．．．． 4
第二章　　文獻回顧．．．．．．．．．．．．．．．．． 12
　　第一節　　內部行銷．．．．．．．．．．．．．．． 12
　　第二節　　服務導向公民行為．．．．．．．．．．． 17
　　第三節　　品牌權益．．．．．．．．．．．．．．． 23
第三章　　研究方法．．．．．．．．．．．．．．．．． 37
　　第一節　　研究變項之操作型定義與測量工具．．．． 37
　　第二節　　研究樣本與資料蒐集．．．．．．．．．． 40
　　第三節　　資料分析方法．．．．．．．．．．．．． 41
第四章　　分析結果．．．．．．．．．．．．．．．．． 43
　　第一節　　研究變項量表之信度分析．．．．．．．． 43
　　第二節　　基本資料分析．．．．．．．．．．．．． 45
　　第三節　　各量表之相關分析．．．．．．．．．．． 47
　 第四節　　服務導向公民行為對內部行銷及品牌權益之中介變項檢驗分
析．．．．．．．．．．．．．．．．．． 49
第五章　　結論與建議．．．．．．．．．．．．．．．．． 97
　　第一節　　結論．．．．．．．．．．．．．．．．．． 97
　　第二節　　建議．．．．．．．．．．．．．．．．．． 103
　　第三節　　研究限制．．．．．．．．．．．．．．． 104
表目錄
表 2.1.1 國內外學者對內部行銷作為研究構面彙整表．．． 16
表 2.2.1 學者對服務導向公民行為研究彙整表．．．．．． 21
表 2.3.1 品牌權益之定義．．．．．．．．．．．．．．． 25
表 2.3.2 品牌權益十要．．．．．．．．．．．．．．．． 33
表 2.3.3 品牌權益之相關研究．．．．．．．．．．．．．．34
表 4.1-1 內部行銷量表信度表．．．．．．．．．．．．．．43
表 4.1-2 服務導向公民行為量表信度表．．．．．．．．．．44
表 4.1-3 品牌權益量表信度表．．．．．．．．．．．．．．44
表 4.2 受訪者個人基本資料之次數分析．．．．．．．．．46
表 4.3 內部行銷、服務導向公民行為與品牌權益量表之相關係數表．．．．．．．．．．．．．．．．．．．．．．．．．． 47
表4.4.1
~ 4.4.25 內部行銷、服務導向公民行為及品牌權益各變項間關係，徑路分結果表．．．．．．．．．．．．．．．．．．．．．．．．． 50
表 5-1 假設之檢定結果彙整表．．．．．．．．．．．． 97
圖目錄
圖 1-1 研究架構圖．．．．．．．．．．．．．．．．．． 5
圖 2-1-1 服務行銷的三角架構圖．．．．．．．．．．．．． 15
圖 2-1 Aaker之品牌權益架構．．．．．．．．．．．．．． 27
圖 2-2 Keller之品牌權益架構．．．．．．．．．．．．． 31
圖 2-3 Masajan, Rao, and Srivastava之品牌權益架
構．．．．．．．．．．．．．．．．．．．．．．．．．．．． 32
圖4-1~25 三個變數皆呈正向並顯著的關係圖．．．．．．．． 52
圖 5-1 檢定結果路線關係圖．．．．．．．．．．．．．．．．． 100

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