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研究生:廖豐斌
論文名稱:企業內部行銷機制對組織成員之組織承諾影響-工作滿足仲介效果之檢定
論文名稱(外文):The Impacts of Internal Marketing Mechanism on Employees’Organizational Commitment — The Mediating Effects of Job Satisfaction
指導教授:李文瑞李文瑞引用關係
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
中文關鍵詞:內部行銷機制工作滿足組織承諾
外文關鍵詞:Internal Marketing MechanismJob SatisfactionOrganizational Commitment
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金融是現代經濟發展的核心,銀行業更是支持產業發展的命脈,然國際金融市場瞬息萬變,銀行除了要面對同業的競爭,更受到整體市場環境的挑戰。 2008 年一場源自於美國次級房貸( Subprime Mortgage )的金融風暴,不僅對金融市場造成震撼,同樣也對就業市場產生不安,也同時引發銀行從業人員再次重新思考自己在工作上的定位、價值觀與忠誠度。進而衍生員工之工作滿足與組織承諾等相關議題。因此,本研究採多元迴歸分析方式,以探討企業內部行銷機制、工作滿足與組織承諾等構面間的關聯性,並採 Baron &; Kenny ( 1986)之中介效果檢驗方式,以檢定工作滿足是否在企業內部行銷機制與組織承諾問扮演中介之角色。
本研究以大台北地區之上海、星展、台新及玉山等四家銀行營業單位員工為研究對象,隨機抽取上述銀行中 60 家分行進行問卷發放,總計發出 500 份問卷,回收 438 份,有效問卷為 427 份,並以 SPSS12.0統計軟體作為樣本資料分析工具。
實證結果發現: ( l )企業內部行銷機制之教育訓練對工作滿足並無顯著地影響,然對組織承諾則具有顯著地正向影響。( 2 )企業內部行銷機制之管理支持、授權賦能及顧客導向,對工作滿足與組織承諾均具有顯著地正向影響 ( 3 )工作滿足在企業內部行銷機制與組織承諾關係間扮演了部份中介的角色。依實證結果,本研究建議企業在推行教育訓練的同時,應審慎評估其訓練的計畫與內容是否能真正滿足員工的需求而又能達到訓練的目的;另建議企業可透過定期的員工滿意度調查,以逐步改善員工的不滿,並藉由員工工作滿足的提升,進而強化其對組織的承諾。

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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