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研究生:曾溫龍
研究生(外文):Tseng Yun Lung
論文名稱:內部行銷、工作滿意度、工作投入與組織公民行為關係之研究-以某軍事院校為例
論文名稱(外文):A Study on the Relationships among Internal Marketing, Job Satisfaction, Job Involvement And Organizational Citizenship Behavior – The Case of a Military Academy
指導教授:黃瓊慧黃瓊慧引用關係
指導教授(外文):Chiung-Hui Huang
口試委員:黃培文劉錦雲吳淑敏
口試日期:2013-06-04
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:人力資源發展系碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文出版年:2012
畢業學年度:101
語文別:中文
論文頁數:131
中文關鍵詞:內部行銷工作滿意度工作投入組織公民行為
外文關鍵詞:Internal MarketingJob SatisfactionJob InvolvementOrganizational Citizenship Behavior
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內部行銷是近年來新興的研究議題,重點在於以組織內全體員工為對象,運用行銷的觀念與技巧來滿足員工需求,培養員工顧客導向的意識與作為,進而提高顧客滿意度,以達成組織的目標。本研究探討內部行銷、工作滿意度、工作投入與組織公民行為間的關係,以某軍事院校志願役成員為研究對象,進行問卷調查研究,共發放志願役成員問卷與主管問卷各662份,有效配對問卷數為589份,有效回收率為89%,並利用變異數分析、相關分析、層級迴歸分析等資料分析方法進行各項假設之驗証。研究結果發現:不同的志願役成員個人背景變項在內部行銷、工作滿意度、工作投入、組織公民行為上具有顯著差異;志願役成員之內部行銷與工作滿意度、工作投入、組織公民行為間皆具有顯著正向關係;工作滿意度、工作投入皆在內部行銷與組織公民行為間具有中介作用。依據研究結果,本研究提出具體建議以作為軍事院校管理之參考,包括推動主管內部行銷策略強化教育、運用行銷策略,建立多項溝通管道、鼓勵高學歷者及資深成員以身作則,帶動成員從事組織公民行為、賡續內部行銷作為,提升工作滿意度及工作投入,促進組織公民行為。
In recent years, Internal Marketing has become an emerging topic. Having all the employees in an organization as target objects, the use of marketing concepts and techniques is to meet the needs of employees, as well as to train the employees to make them more customer-oriented in order to improve customer satisfaction. Gradually, the organization's objectives can be achieved. In this study, the relationship among internal marketing, job satisfaction, job involvement and organizational citizenship behavior is investigated, using volunteer military soldiers as the target sample.
A total of 662 volunteer soldiers and 662 supervise officers were surveyed. A total of 589 paired responses were collected, yielding a complete response rate of 89%. The analysis methods included analysis of variance, correlation analysis, and hierarchical regression analysis. The findings are as follows: There is a significant difference in terms of the demographics of the volunteer soldiers in the scopes of internal marketing, job satisfaction, and job involvement; There are significant positive correlations in the volunteer soldiers' internal marketing, job satisfaction, job involvement, and organizational citizenship behavior; Job satisfaction and job involvement both have mediating effects between internal marketing and organizational citizenship behavior. This study proposes specific suggestions for the management of military academies to refer to, including encourage highly educated and experienced members lead by example, engage in organizational citizenship behavior driven member, head of internal marketing strategy to promote the strengthening of education, the use of marketing strategies, the establishment of a number of communication channels, continuedin order to improve job involvement and job satisfaction, as well as to facilitate organizational citizenship behavior.

目錄
摘要........................................................................i
Abstract.................................................................. ii
誌謝......................................................................iii
目錄.......................................................................iv
表目錄.....................................................................vi
圖目錄.....................................................................viii
第一章 緒論...................................................................1
第一節 研究背景...............................................................1
第二節 研究動機...............................................................3
第三節 研究目的................................................................6
第二章 文獻探討................................................................7
第一節 內部行銷...............................................................7
第二節 工作滿意度.............................................................17
第三節 工作投入..............................................................28
第四節 組織公民行為...........................................................37
第五節 各研究變項間關係的推論...................................................44
第三章 研究設計與方法..........................................................51
第一節 研究架構...............................................................51
第二節 研究假設...............................................................52
第三節 研究變項操作性定義與衡量工具...............................................54
第四節 研究對象與資料蒐集方法.....................................................65
第五節 樣本特性分析............................................................66
第六節 資料處理與分析方法.......................................................67
第四章 資料分析結果與發現........................................................68
第一節 研究變項之描述性分析......................................................68
第二節 個人背景變項在各研究變項間差異性分析.........................................70
第三節 各研究變項間之相關分析...................................................86
第四節 各研究變項間之迴歸分析.....................................................88
第五節 研究假設驗證結果彙整......................................................102
第五章 研究結論與建議...........................................................104
第一節 研究結論................................................................104
第二節 實務意涵................................................................110
第三節 研究限制與未來研究建議.....................................................113
參考文獻.....................................................................114
一、中文部分..................................................................114
二、英文部分..................................................................119
三、網路資料..................................................................131


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三、網路資料
洪哲政(2012年10月21日)。募兵誘因不足,近7成志願役期滿走人。【聯合新聞網】。取自http://udn.com/NEWS/NATIONAL/NAT1/7444253.shtml

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