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研究生:張軻涵
研究生(外文):Ke-Han Chang
論文名稱:內部行銷與組織公民行為之關係研究:探討情感性承諾與組織公平之角色
論文名稱(外文):A Study of the Relationship between Internal Marketing and Organizational Citizenship Behavior : Exploring the Roles of Affective Commitment and Organizational Justice.
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:林豪傑陳必碩黃瓊慧
口試委員(外文):Hao-Chieh LinPi-Shuo ChenChiung-Hui Huang
口試日期:2013-06-24
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:2013
畢業學年度:101
語文別:中文
論文頁數:115
中文關鍵詞:內部行銷情感性承諾組織公民行為組織公平
外文關鍵詞:Internal MarketingAffective CommitmentOrganizational Citizenship BehaviorOrganizational Justice
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本研究探討內部行銷與組織公民行為之關係,並以情感性承諾作為中介變項,以確認情感性承諾在內部行銷與組織公民行為之間的中介角色;另以組織公平作為調節變項,以確認組織公平在情感性承諾與組織公民行為之間的調節角色。本研究以南部地區之傳統製造業、科技業及服務業的員工為實證研究對象,採用問卷調查法進行資料的收集,共計發放382份問卷,有效回收率為76.7%。資料分別以描述性統計、信度、相關以及迴歸等方法分析,並且獲得以下之研究結果:內部行銷與情感性承諾之間具有顯著正向關係;情感性承諾與組織公民行為之間具有顯著正向關係;內部行銷與組織公民行為之間具有顯著正向關係;情感性承諾在內部行銷與組織公民行為之間具有中介效果;組織公平在情感性承諾與組織公民行為之間具有調節效果。
This study researched the relationship between internal marketing and organizational citizenship behavior; moreover, affective commitment was used to be a mediator in order to confirm the mediating role of affective commitment in the relationship between internal marketing and organizational citizenship behavior. Besides, organizational justice was used to be a moderator to verify the role of organizational justice in the relationship between affective commitment and organizational citizenship behavior.This study adopted Questionnaire Survey to research on 382 employees form the traditional manufacturing, technology and service industries of southern Taiwan, and the completive response rate was 76.7%.
  The research results are as follows: There is a significant positive relationship between internal marketing and affective commitment; there is a significant positive relationship between affective commitment and organizational citizenship behavior; there is significant positive relationship between internal marketing and organizational citizenship behavior; affective commitment mediates the relationship between internal marketing and organizational citizenship behavior; organizational justice moderates the relationship between affective commitment and organizational citizenship behavior.

中文摘要 i
英文摘要 ii
誌 謝 iii
目 錄 iv
表 目 錄 v
圖 目 錄 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 4
第二章文獻探討 5
第一節 內部行銷 5
第二節 情感性承諾 16
第三節 組織公民行為 26
第四節 組織公平 35
第五節 各研究變項之關係推論 42
第三章 研究方法 47
第一節 研究架構 47
第二節 研究假設 48
第三節 研究變項之操作性定義 49
第四節 研究樣本及資料收集過程 60
第五節 樣本特性分析 62
第六節 資料處理與分析方法 65
第四章 研究結果 67
第一節 各研究變項之描述性分析 67
第二節 各研究變項間之相關分析 68
第三節 各研究變項間之迴歸分析 72
第四節 研究假設之結果彙整 91
第五章 結論與建議 93
第一節 理論意涵 93
第二節 管理實務意涵 97
第三節 研究限制與未來研究建議 99
參考文獻 101


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三、網路部分
守寍寍(2005)。星巴克靠服務員工壯大規模。商業週刊,928。取自
http://www.businessweekly.com.tw/KWebArticle.aspx?id=20949&pnumber=3
吳凱琳(2010)。如何留住好人才。Cheers雜誌。取自
http://www.cw.com.tw/article/article.action?id=5005385&page=8

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