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Finance is the core of modem economic development and banking is the lifeblood that support for industry development especially. Changes are rapidly in international financial markets, except banks have to face competitions from the same industry but receive challenges from whole market environment even more. A financial crisis from the subprime mortgage of U.S.A. in 2008, that’s not merely shaking the financial markets, but also caused employment markets uneasy. At the same time, bank employees rethink their positions, values and loyalties at work once again, and then derived the relevant topics such as job satisfaction, organizational commitment etc.
Therefore, this study adopts the way of multiple regression analysis to explore the relationship of internal marketing mechanism between job satisfaction and organizational commitment, and adopts Baron and Kenny’s (1986) tested to examine job satisfaction whether as a mediator between internal marketing mechanism and organizational commitment or not. In the greater Taipei area, this study objected to employees of four banks including Shanghai, DBS, Taishin and E.Sun. It selected 60 branches of those banks to carry out the questionnaires issued randomly. Issued a total of 500 questionnaires and 438 questionnaires are recovered, the effective questionnaires are 427. And then the SPSS 12.0 is utilized for analysis in this paper.
The findings of this study are listed as follows: (1) Education and training of internal marketing mechanism has no significant impact on job satisfaction, but has significant, positive impact on organizational commitment. (2) Management support, empowerment and customer orientation of internal marketing mechanism has significant, positive impact on job satisfaction and organizational commitment. (3) Job satisfaction as a partial mediator role between the relationship of internal marketing mechanism and organizational commitment.
According to the empirical results, this study suggests enterprises when implement education and training should assess carefully that training plans and contents can really meet the needs of employees, while achieve the purpose of training. It also suggests enterprises may through regular surveys of employees’ satisfaction in order to improve employees’ dissatisfaction gradually and enhance employees’ job satisfaction, thereby strengthening employees’ commitment to the organization.
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