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研究生:蔡醇廷
研究生(外文):Chun-ting Tsai
論文名稱:內部行銷、獎勵旅遊對員工心理契約及組織績效關聯性之研究
論文名稱(外文):A Study on a Relationship between Employees'' Psychological Contract and Organizational Efficiency to Incentive Travel and Internal Marketing
指導教授:丁誌魰丁誌魰引用關係
指導教授(外文):Chih-wen Ting
學位類別:碩士
校院名稱:南華大學
系所名稱:旅遊管理學系休閒環境管理碩士班
學門:環境保護學門
學類:環境資源學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:69
中文關鍵詞:組織績效心理契約獎勵旅遊內部行銷
外文關鍵詞:internal marketingincentive travelpsychological contractorganizational efficiency
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  公司組織為了提升績效,善盡內部行銷的特質帶動整個組織的氣氛、員工學習、業績提升等等,對於員工內部行銷過程中,也使用不同的方式激勵員工,使員工對公司組織更有認同感與向心力,若公司組織精心設計的一項令員工難忘的旅遊,做為獎勵更能提升員工心理契約以及組織績效。但員工對於獎勵旅遊真正的觀點與需求,對於公司組織也是公司組織需要考量的一個部分。過去大部份有關獎勵旅遊的研究,主要考量獎勵旅遊在公司組織的觀點與其重要性,較少以員工為出發觀點考量,因此本研究將以員工為研究對象進行問卷調查,採用結構方程模式進行研究與分析,研究結果顯示:1、內部行銷對於獎勵旅遊有顯著影響;2、內部行銷對於心理契約有顯著影響;3、內部行銷對於組織績效有顯著影響;4、獎勵旅遊對於心理契約無顯著影響;5、獎勵旅遊對於組織績效有顯著影響;6、心理契約對於組織績效無顯著影響。研究結果發現,員工認同獎勵旅遊的辦理,員工對於心理契約部份,可能因員工特性不同而產生不同的看法,整體而言對於組織績效都具有不同程度影響性。
  By a way of internal marketing, it is not merely helpful to motivate a company or organization’s evaluation far more efficient, such as for organizational climate, employees’ learning, and valuation, but also makes employees have positive organization identification and centripetal force. If a company provides employees an unforgettable and distinct travel, such incentive travel could help to evaluate internal efficiency and employees'' psychological contract. However, it is ostensive that previous studies on incentive travel far more draw attention to a company’s considerations, and seldom focus on employees’ concerns. In this regard, this paper aims to do a survey from employees’ side, and analyze all available questionnaires by Structural Equation Modeling approach for exploring employees’ viewpoints to this internal marketing. As the result shows, A. internal marketing has particular and positive influences to incentive travel; B. internal marketing has particular and positive influences to psychological contract; C. internal marketing has particular and positive influences to organizational performance; D. incentive travel has no particular influences to psychological contract; E. incentive travel has particular and positive influences to organizational performance; and, F. psychological contract has no particular influences to organizational performance. Based upon aforementionedobservation, it is surely that employees indeed have different perspectives to incentive travel, psychological contract, and overall, presents certain levels of influences on organizational performance.
中文摘要……………………………………………………………………i
英文摘要……………………………………………………………………ii
目錄…………………………………………………………………………iv
表目錄………………………………………………………………………vi
圖目錄………………………………………………………………………vii
 
第一章 緒論……………………………………………………………….. 1
1.1 研究動機………………………………………………………….. 1
1.2 研究目的………………………………………………………….. 2
1.3 研究範圍與對象………………………………………………….. 3
1.4 研究流程……………………………………………………….…. 3
1.5 研究內容…………………………………………………….……. 5
 
第二章 文獻回顧………………………………………………………….. 6
2.1 內部行銷(Internal Marketing)……………………………………. 6
2.2 獎勵旅遊(Incentive Travel)………………………………………. 7
2.3 心理契約(Psychological Contract)……………………………….. 9
2.4 組織績效(Organizational Efficiency)…………………………….10
2.5 內部行銷、獎勵旅遊、心理契約與組織績效之關聯性探討 ...11
 
第三章 研究方法………………………………………………………….15
3.1 研究架構………………………………………………………….15
3.2 研究假設………………………………………………………….16
3.3 研究變項操作型定義…………………………………………….16
3.4 問卷設計………………………………………………………….18
3.4.1 問卷架構………………………………………………………19
3.4.2 問卷計分方式………………………………………………… 23
3.5 問卷調查…………………………………………………….…… 23
3.5.1 研究對象………………………………………………………23
3.5.2 抽樣方法……………………………………………………... 23
3.6 資料分析方法.................................................................................24
3.7 前測分析……………………………………………………….…25
 
第四章 研究結果與討論………………………………………………….29
4.1 樣本基本資料分析……………………………………………….29
4.2 描述性統計分析………………………………………………….32
4.3 結構方程模式分析……………………………………………….36
4.3.1 測量模式分析…………………………………………………37
4.3.2 整體測量模式分析…………………………………………....44
4.3.3 整體模式適配度………………………………………………45
4.4 假設驗證與討論…………………………………………………..47
 
第五章 結論與建議………………………………………………………..50
5.1 內部行銷對獎勵旅遊、心理契約與組織績效之關聯性影響….. 50
5.2 獎勵旅遊對心理契約與組織績效之關聯性影響……………....... 51
5.3 研究限制與建議…………………………………………………....52
 
參考文獻…………………………………………………………………….54
I. 中文文獻………………………………………………………....54
II. 英文文獻………………………………………………………....56
 
附錄 研究問卷……………………………………………………………..65
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