臺灣博碩士論文加值系統

自1991年起，由於民營銀行的開放及相關金融自由化政策的推行，台灣金融版圖自此展開新頁，改變傳統銀行呆板制式的官僚作為，尤其在選擇多元化下，各銀行無不推陳出新，真正走向以顧客導向的金融服務業。而銀行又屬於高度接觸顧客之服務業，在金融產品易複製下，員工表現優異與否，對於顧客滿意、顧客忠誠、行銷成果，乃至於企業興衰皆具關鍵性影響。因此，透過卓越的內部行銷作為來增加員工工作滿意度、強化對組織承諾，進而培養顧客導向之服務意識，實為當前業者所需重視之課題。
本研究選定台中商業銀行第一線員工作為研究對象，期藉由文獻探討與實證方式來瞭解個案公司的內部行銷作為對工作滿意度、組織承諾及顧客導向關係，並提出建議供個案公司實施內部行銷之參考。
本研究經實證分析結果，主要發現為：(1)內部行銷作為中「管理支持」、「獎酬激勵」確實對工作滿意度有正向的影響，但僅有「獎酬激勵」對組織承諾呈正向影響。(2)工作滿意度對組織承諾亦呈正向影響。(3)組織承諾對顧客導向為正向影響。(4)建議業者參考方向為：建立「顧客導向」之企業文化、建立主管領導培育系統及公平的評鑑指標、教育訓練應重視員工的職涯規劃。

Since 1991, many new private banks were established as a result of financial liberalization and related policies implementation, financial territory become a all new situation in Taiwan. This new situation had changed the traditional official Bank’s bureaucrat. These new private banks become customer-oriented financial services truly due to new marketing competition. The bank industry belong to high- frequency contact service with customers , financial products are very easy to duplicate so that the customer service’s performance make impact on customer satisfaction, customer loyalty and marketing share, even firm survive in the future.
By the way, if the bank industry can increase job satisfaction,organizational commitment and customer-oriented service culture by the excellent internal marketing? We think it is necessary for the bank industry to emphasis on the subject currently.
In this study, selected the Taichung Commercial Bank employees as research subjects, hope to use literature review and empirical method of the case to study how internal marketing to impact job satisfaction , organizational commitment and customer orientation relationship. The major purpose is to provide the suggestions for Taichung Commercial Bank reference in the finally.
The study’s major findings are as below: (1) Internal marketing : "management support", "Incentive Rewards" indeed have a positive factor on the job satisfaction , but only "Rewards incentive" have a positive factor for organizational commitment. (2) "job satisfaction" was also positive effects for organizational commitment. (3) "organization commitment " was positive effects for customer orientation. (4) the reference suggestions : a. the establishment of "customer-oriented" b. the establishment of manager training system c. the establishment of fair valuation system d. training system should value up employee’s career .

謝 誌 i
中 文 摘 要 ii
ABSTRACT iii
目 錄 iv
圖 目 錄 vi
表 目 錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程與步驟 6
第二章 文獻探討 9
第一節 內部行銷 9
第二節 工作滿意度 11
第四節 組織承諾 14
第五節 顧客導向 17
第三章 研究方法 20
第一節 樣本與抽樣方式 20
第二節 研究設計 20
第三節 衡量方法 21
第四章 研究結果與分析 24
第一節 樣本基本資料分析 24
第二節 信度分析 25
第三節 效度分析 25
第四節 現性結構模式評估 27
第五節 假設檢定 30
第五章 結論與建議 33
第一節 研究結論 33
第二節 管理意涵 36
第三節 研究限制 38
第四節 對後續研究之建議 39
參考文獻 40
英文文獻 40
中文文獻 43
附錄 45
研究問卷 45

英文文獻：
1.Bagozzi, R. P. & Yi, Y. (1988), “On the evaluation of structural equation models,” Academy of Marketing Science Journal, 16, pp.74-94.

2.Bentler, P. M. and Bonett, D. G.(1980), “Significance tests and goodness of fit in the analysis of covariance structures,” Psychological Bulletin, 88, pp. 588-606.

3.Browne, M. W. and R. Cudeck(1993), “Alternative Ways of Assessing Model Fit,” Testing Structural Equation Models, pp.136-162, Sage.

4.Bentler(1983), “Confirmatory Factor Analysis via Noniterative Estimation： A Fast, Inexpensive Method,”Journal of Marketing Research, 19, pp. 417-424

5.Bentler, P. M.(1988), Theory and implementation of EQS：A structural equations program, Sage.

6.Berry, L.L. and Parasuraman,A.(1991)，“Marketing Service: Competing through Quality”,The Free Press,New York,NY,USA.

7.Berry, Leonard L., (1981). “The Employee as Customer,” Journal of Retail Marketing, 3(March),pp.25-28.

8.Cahill, Dennis J., (1995). “The Managerial Implication of The Learning Organization: A New Tool forInternal Marketing,” Journal of Services Marketing, 9(4),pp. 43-51.

9.Churchill, G. A. Jr., Ford, N. M., Hartley, S. W., & Walker, O. C. Jr. (1985). The determinants of salesperson performance: A meta analysis. Journal of Marketing, 22(May),pp.103-118.

10.Conduit, Jodie & Felix T. Mavondo (2001). How critical is internal customer orientation to market orientation. Journal of Business Research, 51, pp.11-24

11.Cooper, Jack & John Cronin(2000). Internal Marketing: A Competitive Strategy for the long-term Care Industry. Journal of Business Research, Jun, pp.177-181

12.Dunlap, B. J., Michael Doston, and Terry M. Chambers (1988), ”Perceptions of Real Estate Brokers and Buyers: A Sales Orientation, Customer Orientation pproach,” Journal of Business Research, 17, pp.175-187.

13. Garbarino, Ellen and Johnson, M.S. (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer relationships,”Journal of Marketing, 63( APR.), pp.70-87.

14.George, W.R. and Gronroos, C. Developing Customer-conscious Employees at Every Level-Internal Marketing. Handbook of Services Marketing, eds. C.A. Congram and M.L. Friedman,New York: AMACOM. (1989).

15.Gronroos, C., Internal Marketing-An Integral Past of Marketing Theory. In Donnelly,J. H. and George, W. E. (Eds),( 1981), “Marketing of Service, American Association Proceedings Service”, pp.236-238..

16.Gummesson, E., (1992), “Using Internal Marketing to Develop a New Culture: The Case of Ericsson Quality.”Journal of Business and Industrial Marketing, 2(Mar.),pp.3-28..

17. Heskett, J.L., Thomas O. Jones, Gary w. Lovemen, W. Earl Sasser ＆ Leonard A. Schlesinger(1994),” Putting the Service- Profit Chain toWork,” Harvard Business Review, Mar./Apr.,pp.164-174.

18.Heskett, J. L., Jones, T. O., Lovemen, G. W., Sasser, E. W. and Schlesinger, L. A., (1994), Putting the service-profit chain to work, Harvard Business Review,72(Feb.),pp.164-174.

19.Hoffman, K. Douglas and Thomas N. Ingram(1992), “Service Provider Job Satisfaction and Customer-Oriented Performance,” The Journal of Services Marketing, 6, No. 2 ( Spring), pp.68-78.

20.Hoppock, R.,(1935). Job Satisfaction. New York: Harper & Row Inc..

21.Joseph, W. B.,(1996) “Internal Marketing Builds Service Quality” Marketing Review,16(1), pp.54-59..


22.Kotler, Philip & Levy, Sindey J. (1972). A Generic Concept of Marketing. Journal of Marketing, 36( April), 46-54.

23.Kurtz, D. L., H. R. Dodge, and J. E. Klompmaker (1976), Professional Selling, Dallas: Business Publicans Inc.

24.Larsen, S., & Bastiansen, T. (1991). Service Attitude in Hotel and Restaurant Staff and Nurses. International Journal of Contemporary Hospitality Management, 4, pp.27-31.

25. Mills, P, Chase, R.B., Margulies, N. (1983), Motivating the client/Employee stem as a service production strategy, Academy of Management Review, 8, No.2,pp.301-310.

26.Morgan R.M. & Hunt S.D. (1994), The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, pp.20-38.

27.Nunally, L.(1998), “Can loyalty schemes really build loyalty?”Marketing Intelligence and Planning, 16:1, pp.47-55.

28.Oh, Hyunjoo (2005), “Measuring affective reactions to print apparel advertisement: a scale development,” Journal of Fashion Marketing and Management, 9, Iss.3, pp.283-305.

29.Piercy, N. & Morgan N. (1991). Internal marketing – the missing half of the marketing programme. Long Range Planning, 24(2),pp.82-93.

30.Saxes, Robert and Barton A. Weitz(1982), “The SOCO Scale: A Measure of the Customer Orientation of Salespeople,” Journal of Marketing Research, 19(August),pp.343-351.

31.Thomas, D. R. E. (1978). Strategy is different in service businesses. Harvard Business Review, 56(4),pp.158-165.

32.Wortzel, R.(1979), “New life Style Determinants of Women’s Food Shopping Behavioral,” Journal of Marketing, 43, pp.28-29.


中文文獻：

1.經濟部統計處：http://2k3dmz2.moea.gov.tw/GNWEB/Indicator/Indicator01.aspx?rptcod=B03

2.蕭富峰（1998）。 < 銀行內部行銷 > 。《台北銀行月刊》。

3.巫喜瑞、周逸衡（2001），內部行銷導向在醫院護理人員管理上之應用，醫院，卷34:1，頁42-56。

4.鼎新電腦，企業通電子報，第105期，2008年7月：
http://www.dsc.com.tw/newspaper/105/105-5.htm

5.詹定宇、李嘉聖（1998），「乘客評量司機服務態度之研究-以台中市地區公車為例」，『中國行政評論』，卷7:2，頁61-100。

6.許士軍（1977），工作滿足個人特徵與組織氣候﹘文獻探討與實證研究，國立政治大學學報，第35期，頁13-35。

7.張春興（1978），心理學，東華書局，台北。

8.許彩娥（1981），領導型態、工作特性與我國女性公務人員工作滿足關係之研究，國立政治大學公共行政研究所碩士論文。

9.麥格羅．希爾【CRM關鍵32堂課】

10.舒緒偉（1990），國民小學教師溝通滿意與工作滿意關係之研究，國立台灣師範大學教育研究所碩士論文。

11.謝百亮（1995），國民小學行政管理與教師工作滿意之關係，國立台中師範學院碩士論文。

12.謝金青（1992），國民小學行政兼職教師角色衝突與工作滿意之研究，國立政治大學碩士論文。

13.沈恍洋（2002），非營利組織志工內部行銷之研究，義守大學管理科學研究所碩士論文。

14.葉世明（2003），內部行銷、工作滿足與顧客導向關係之研究－以玉山商業銀行為例，朝陽科技大學企業管理系研究所碩士論文。

15.吳馥宏（2007），銀行業內部行銷作為與員工顧客導向關係之研究，東華大學企業管理系研究所碩士論文。

16.林陽助，理財專員屬性、關係銷售行為、關係品質與顧客忠誠度關係之研究—以財富管理為例，台灣金融財務季刊，第6輯第1期，2003年3月。

17.賴明政，服務失誤、服務補救、工作滿意、組織承諾與處理反應關係之研究－服務端觀點，東吳經濟商學學報，第60期，2008年3月。

18.「管理實務：服務瑕疵 補一補吧…」，經濟日報，2008年10月17日

19.工業技術研究院：學習服務網
http://college.itri.org.tw/TopicLearnList.aspx?cid=33&c2id=0