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研究生:吳偲寧
研究生(外文):Szu-Ning Wu
論文名稱:內部行銷、組織承諾與組織公民行為之關聯性-以大台北地區銀行從業人員為例
論文名稱(外文):Research on the relationships among Internal marketing, organizational commitment and organizational citizenship behavior - A Case Study of Bank in Taipei area employees
指導教授:葉一璋葉一璋引用關係
指導教授(外文):I-Jan Yeh
學位類別:碩士
校院名稱:世新大學
系所名稱:企業管理研究所(含碩專班)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:76
中文關鍵詞:內部行銷組織承諾組織公民行為
外文關鍵詞:Internal marketingOrganizational commitmentOrganizational citizenship behavior
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銀行業屬於金融服務業,而行員為銀行與顧客間的橋樑與媒介,所有服務均須透過銀行的員工傳遞給顧客,因此行員若能主動執行某些角色要求以外的行為,方能達成組織的目標,此則突顯員工組織公民行為議題對銀行的重要性。
因此本研究探討內部行銷機制對員工組織承諾及組織公民行為之影響,以大台北地區銀行從業人員為對象,探討不同性別、年齡、及服務年資的銀行從業人員在內部行銷及組織承諾與組織公民行為之差異。研究結果如下:1.內部行銷對組織承諾有顯著正向2.內部行銷對組織公民行為有顯著正向之影響3.組織承諾對組織公民行為有顯著正向之影響4.不同服務年資之銀行從業人員對內部行銷行為上有顯著正向影響;不同年齡之銀行從業人員對內部行銷行為上有顯著正向影響。針對本研究本研究結果建議銀行業者應(1)落實內部行銷機制:促使上下關係品質之提升,行員更能在提供服務時超越角色內行為,展現組織公民行為。(2)提高員工組織承諾:組織承諾在管理上常被組織用來衡量離職率的指標,若管理者能提高行員對組織之承諾,行員將認同組織並留任,進一步為組織留住人才。(3)於人力招募時可考量員工與銀行價值觀之適配與組織價值觀適配之員工。
Banking is one of the financial services, and its line staff as both a bridge and media between banks and customers. Most banking services are delivered to the customers via the bank's employees, so the line workers need to perform certain extra-role behavior to meet the organization's objectives. This is the reason why organizational citizenship behavior is becoming an importance issue of banking nowadays.
The purpose of this study is to investigate the influences of internal marketing and employee organizational commitment on organizational citizenship behavior of one bank’s employees in the greater Taipei area. This study also examine whether the differences in gender, age, and years of service of the bank employees perceived differently in internal marketing, organizational commitment and organizational citizenship behavioral. The empirical results are as follows:
(1)Internal marketing has a significant and positive effect on organizational commitment; (2) Internal marketing has a significant and positive effect on organizational citizenship behaviors; (3) Organizational commitment has a significant positive effect on organizational citizenship behaviors; (4) Differences in years of service and ages of the bank employees have a significant positive impact on internal marketing. Drawing from the major findings, this study suggests the followings: (1) Banks should implement internal marketing system to promote the quality of interrelationship among different levels of employees, and to enhance organizational citizenship behavior. (2) Banks should increase employee’s organizational commitment since it serves as a prerequisite to reduce organizational turnover rate. If managers can improve the organization's commitment of the line workers, the organization can retain the talents needed for longer times because employees are willing to stay longer. (3) Banks should recruit staffs who possess values congruent with those core values cherished by the organization.
目次 頁次
第一章 緒論…………………………… 1
第一節 前言…………………………… 1
第二節 研究動機……………………… 2
第三節 研究目的……………………… 3
第四節 研究對象與與範圍…………… 3

第二章 文獻探討……………………… 5
第一節 內部行銷……………………… 5
第二節 組織承諾………………………11
第三節 組織公民行為…………………15
第四節 研究假說………………………20

第三章 研究設計………………………23
第一節 研究方法與步驟………………23
第二節 研究流程………………………24
第三節 研究架構………………………24
第四節 研究變數操作性定義與衡量…25
第五節 問卷設計………………………29
第六節 資料分析………………………30

第四章 研究與結果分析………………33
第一節 問卷回收與樣本結構…………33
第二節 描述性統計結果分析…………34
第三節 因素及信度分析結果…………38
第四節 研究假說驗證結果……………43


第五章 結論及建議……………………52
第一節 研究發現………………………52
第二節 管理意涵及建議………………53
第三節 研究限制及後續研究建議……54

參考文獻 ………………………………56
附錄一 問卷表…………………………63
中文參考文獻
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14. 許柏隆,2006,〈銀行行員組織公民行為之研究-以合作金庫商業銀行為例〉,國立東華大學企業管理學系碩士論文,未出版。
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19. 戴昌慶,2008,〈內部行銷對組織公民行為的影響—以國內銀行為例〉,國立東華大學企業管理學系研究所碩士論文,未出版。
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