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研究生:謝佳君
研究生(外文):Chia-Chun Hsieh
論文名稱:旅館業內部行銷對員工知覺組織支持、組織信任、工作投入及顧客滿意度之影響研究
論文名稱(外文):The Impacts of Internal Marketing on Employee Perceived Organizational Support, Organizational Trust, Work Engagement and Customer Satisfaction in Hotel Industry
指導教授:王誕生王誕生引用關係
指導教授(外文):Dan-Shang Wang
學位類別:博士
校院名稱:國立彰化師範大學
系所名稱:人力資源管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:102
語文別:中文
論文頁數:176
中文關鍵詞:內部行銷知覺組織支持員工的組織信任員工工作投入顧客滿意度跨層次中介模型
外文關鍵詞:internal marketingperceived organizational supportemployee organizational trustemployee work engagementcustomer satisfactioncross-level mediation model
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本研究旨在探討旅館內部行銷對於第一線從業人員之知覺組織支持、組織信任與工作投入的關係,進而探究員工工作投入對顧客滿意度的影響。員工是組織的資產,亦是企業競爭優勢的關鍵,故組織在贏得顧客的心之前,必須先擄獲員工的心。因此,將員工視為內部顧客,透過內部行銷來滿他們的需求,讓員工知覺到組織的支持及信任組織對他們的尊重與諾言,進而願意投入心力於工作中,來與顧客維持良好的互動關係,以達成企業經營的目標。
本研究以交通部觀光局2013年最新公佈之35家臺中地區旅館的第一線從業人員及其內部消費顧客進行調查,員工問卷共發放535份,有效問卷份數為426份,回收率為80%;顧客問卷共發放355份,有效問卷份數為302份,回收率達85%。有效的回收問卷採用階層線性模型(hierarchical linear modeling, HLM)的分析方法來進行假設檢驗。依據研究結果顯示,在組織與員工之跨層次分析部份,旅館的內部行銷會正向影響員工的工作投入;旅館的內部行銷會透過員工的組織信任來正向影響員工工作投入;旅館的內部行銷會透過知覺組織支持來正向影響員工的工作投入;旅館的內部行銷會透過知覺組織支持來正向影響員工的組織信任。在員工的個人層次部分,旅館從業人員的知覺組織支持會透過員工的組織信任來正向影響員工的工作投入。最後,在員工與顧客之跨層次分析部分,旅館員工的工作投入會正向影響顧客對旅館的滿意度。
本研究根據研究結論,分別針對旅館業及後續研究者提出相關的建議以供參考。

The purpose of this study was to examine the influences of internal marketing on perceived organizational support, employee organizational trust, employee work engagement, and further explored the effect of employee work engagement on customer satisfaction in hotel industry.
The valid data were collected from 426 frontline employees and 302 customers of 35 hotels in Taichung City. The valid responded rates were 80% and 85%, respectively. We utilized hierarchical linear modeling (HLM) to test the hypotheses.
For the results of organizational and employee cross-level, internal marketing was positively related to employee work engagement; employee organizational trust partially mediated internal marketing and employee work engagement; perceived organizational support acted as partial mediator between the relationship of internal marketing and employee work engagement, as well as between internal marketing and employee organizational trust. For the result of employee individual-level, employee organizational trust had a partial mediating effect on perceived organizational support and employee work engagement. Finally, for the result of employee and customer cross-level, employee work engagement had a positive effect on customer satisfaction. Discussion and implications were discussed for the management of hotels and future researches.

目 錄
中文摘要 I
Abstract Ⅱ
目錄 Ⅲ
表目次 Ⅴ
圖目次 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 10
第三節 研究流程 10
第四節 名詞釋義 12

第二章 文獻探討 15
第一節 旅館業的內涵與其內部行銷的重要性 15
第二節 內部行銷 19
第三節 知覺組織支持 28
第四節 員工的組織信任 32
第五節 員工工作投入 36
第六節 顧客滿意度 39
第七節 內部行銷、知覺組織支持、員工的組織信任、員工工作投入與顧客滿意度之影響研究 42

第三章 研究方法 52
第一節 研究架構與假設 52
第二節 研究對象與施測程序 54
第三節 研究工具 57
第四節 資料分析 69

第四章 研究結果 72
第一節 研究樣本與變項之特性描述 72
第二節 跨層次模型分析 83
第三節 員工工作投入對顧客滿意度之跨層次模型影響 101

第五章 結論與建議 107
第一節 研究發現 107
第二節 研究結論 114
第三節 研究建議 119
第四節 研究限制 127

參考文獻 131

附錄 168
附錄(一)員工問卷 169
附錄(二)顧客問卷 173

表目次
表2-1 內部行銷的構成要素 26
表2-2 影響顧客滿意度的人口統計變項 51
表3-1 各家旅館之員工與顧客問卷發放與有效問卷情況統計 56
表3-2 內部行銷之驗證性因素分析結果 58
表3-3 知覺組織支持之驗證性因素分析結果 60
表3-4 員工的組織信任之驗證性因素分析結果 62
表3-5 員工工作投入之驗證性因素分析結果 64
表3-6 顧客滿意度之驗證性因素分析結果 66
表4-1 旅館之員工樣本特性分析 75
表4-2 旅館之消費顧客樣本特性分析 78
表4-3 旅館基本特性分析 79
表4-4 研究變項之特性分析 80
表4-5 研究變項的相關係數矩陣 81
表4-6 各變項之間區別效度結果彙整 82
表4-7 內部行銷rwg(j)值彙整 84
表4-8 知覺組織支持、員工的組織信任與員工工作投入之虛無模型結果 86
表4-9 知覺組織支持對員工的組織信任之隨機係數模型結果 87
表4-10 知覺組織支持對員工工作投入之隨機係數模型結果 88
表4-11 員工的組織信任對員工工作投入之隨機係數模型結果 90
表4-12 內部行銷對員工工作投入之截距預測模型結果 92
表4-13 內部行銷對員工的組織信任之截距預測模型結果 93
表4-14 內部行銷對知覺組織支持之截距預測模型結果 93
表4-15 跨層次中介效果模型檢驗結果 95
表4-16 跨層次中介效果模型檢驗結果 97
表4-17 跨層次中介效果模型檢驗結果 98
表4-18 個人層次中介效果模型檢驗結果 100
表4-19 員工工作投入rwg(j)值彙整 102
表4-20 顧客滿意度之虛無模型結果 103
表4-21 員工工作投入對顧客滿意度之截距預測模型結果 105
表5-1 研究假設驗證結果 107
表5-2 內部行銷影響知覺組織支持、員工的組織信任與員工工作投入之彙
整 108
表5-3 知覺組織支持、員工的組織信任與員工工作投入之影響彙整 109
表5-4 跨層次中介效果之彙整 110
表5-5 跨層次中介效果之彙整 111
表5-6 跨層次中介效果之彙整 112
表5-7 個人層次中介效果之彙整 113
表5-8 員工工作投入影響顧客滿意度之彙整 114

圖目次
圖1-1 研究流程圖 12
圖3-1 研究架構圖 53
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