A Study of Relationship between Internal Marketing and Service Quality at the Special Funds Enterpriseof the Ministry of
鄭名言、封德台
E-mail: [email protected]
ABSTRACT
Mencius said, “Right timing is not as helpful as the right place; the right place is not as helpful as the right people.” United Airlines and America Airlines, two former dominant players in the American airlines industry, saw their market share gradually taken away by a little-known new company named Southwest Airlines. Studies indicate that Southwest’s success lies in the fact that the company has always been concerned about the welfare of its employees. In return, its employees are willing to bear in mind the interest of their employer and to provide services to their customers. Most studies concerning the relationship between internal marketing and service quality have taken specific industries as their research samples. Studies focused on military entities are rarely seen, let alone those on a subordinate unit within a military entity. It is because the relationship between supervisors and
subordinates in the military is based on administrative orders. Subordinates passively obey the order, and are unable to demonstrate their rights. As a result, the concept of internal marketing hardly exists in the military. However, due to the fact that the entire political environment has changed, bringing business management concepts to military entities will be beneficial to the improvement of its management outcome. This study used a quantified questionnaire to collect data. The collected data were then analyzed with SPSS statistical software. The results of the study show that if the Armed Forces Officers’ Club implements the concept of internal marketing, a higher level of customer orientation, organizational commitment and job satisfaction will be achieved. By way of providing better service to its customers, it will not only strengthen the effects of internal marketing, but also help improve organizational commitment and customer orientation. The overall performance of various dimensions in the fund government system will then be improved. Key words: internal marketing, customer orientation, organizational commitment, job satisfaction, service quality.
Keywords : internal marketing, customer orientation, organizational commitment, job satisfaction, service quality.
Table of Contents
第一章 緒論 1.1 研究動機 1 1.2 研究目的 2 1.3 研究流程 3 第二章 文獻探討 2.1 國防部特種基金介紹 5 2.2 三軍軍官俱樂部 介紹 12 2.3 內部行銷及其相關理論 17 2.4 顧客導向（Customer Orientaiton） 21 2.5 組織承諾（Organizational Commitment
） 23 2.6 工作滿足 25 2.7 服務品質理論 27 第三章 研究方法 3.1 研究架構 34 3.2 研究假設 35 3.3 問卷發展 39 3.4 資料分析 方法 45 第四章 假設驗證與分析 4.1. 信度效度分析 46 4.2. 基本資料分析 48 4.3 背景變項與各研究變項之關係 49 4.4 假設驗 證 56 第五章 結論與建議 5.1 研究發現與意涵 60 5.2 研究建議 68 5.3 研究限制 70 參考文獻 72 附錄一 78 附錄二 94 附錄三 106 圖目錄 圖1.1 研究流程圖 4 圖2.1 由庫撥補或由庫增撥 7 圖2.2 個案基金組織圖 13 圖2.3 服務行銷三角架構 18 圖2.4 服 務品質差距模式 29 圖2.5 認知服務品質決定因素 31 圖3.1 研究假設架構圖 34 表目錄 表2.1國軍所屬特種基金設置依據及目 的差異比較表 9 表2.2 國軍生產及服務作業基金所屬各作業部差異比較表 11 表 2.3 三軍軍官俱樂部員額編組表 15 表2.4三 軍軍官俱樂部各部門業務組執掌 16 表2.5關於P.Z.B服務品質構面與問項 32 表 3.1 內部行銷之問項 39 表3.2 顧客導向之問 項 40 表3.3 組織承諾之問項 42 表3.4 工作滿足之問項 43 表3.5 服務品質之問項 44 表4.1員工構面信度彙總表 47 表4.2問卷 基本資料分析 48 表4.3 性別(員工)於各研究變項上之影響 50 表4.4 性別(顧客)於各研究變項上之影響 50 表4.5 婚姻狀況(員 工)於各研究變項上之影響 51 表4.6 婚姻狀況(顧客)於各研究變項上之影響 52 表4.7 年齡(員工)於各研究變項上之影響 52 表4.8 年齡(顧客)於各研究變項上之影響 53 表4.9收入(員工)於各研究變項上之影響 54 表4.10收入(顧客)於各研究變項上之影 響 54 表4.11 民間學歷(員工)於各研究變項上之影響 55 表4.12 民間學歷(顧客)於各研究變項上之影響 55 表4.13相關分析 56 表4.14假說之內容與檢定結果彙總 57 表4.15迴歸分析 58
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