A study on the relationship among internal marketing, job satisfaction and customer orientation in banking industry / 邱
邱儀如、李正文
E-mail: [email protected]
ABSTRACT
Employees are an important asset of a company and also the main marketer of their company’s high quality customer services. In the highly competitive banking industry, improvement of customer satisfaction and creation of competitive advantages depend on high quality services of employees. As employee satisfaction is a prerequisite of customer satisfaction, banks should not only market their services among external customers but also use internal marketing to enhance the satisfaction of internal employees and motivate their service consciousness and customer orientation behaviors. Therefore, this study used a sample of employees in 10 domestic banks in Greater Taipei to investigate the effects of internal marketing on employees’ job satisfaction and customer orientation behaviors. The questionnaire survey method was adopted, and the collected data were analyzed using SPSS. The main findings were as follows: (1) employee development of internal marketing had significant and positive effects on job satisfaction; (2) employee rewards of internal marketing had significant and positive effects on job satisfaction; (3) organizational vision of internal marketing had significant and positive effects on retention of customer relationships of customer orientation; (4) intrinsic satisfaction of job satisfaction had significant and positive effects on customer orientation; (5) intrinsic satisfaction of job satisfaction partially mediated the relationship between organizational vision of internal marketing and retention of customer relationship of customer orientation. Based on the above findings, this study also proposed some suggestions as a reference for the banking industry and future researchers.
Keywords : internal marketing、job satisfaction、customer orientation Table of Contents
內 容 目 錄 中文摘要iii 英文摘要iv 誌謝辭v 內容目錄vi 表目錄viii 圖目錄x 第一章緒論1 第一節研究背景1 第二節研究 動機2 第三節研究目的4 第四節研究步驟及流程5 第二章文獻探討6 第一節內部行銷6 第二節工作滿足22 第三節顧客導向33 第三章研究方法39 第一節研究架構39 第二節研究假設40 第三節變數之操作型定義43 第四節問卷設計47 第五節研究對象與 資料蒐集方法48 第六節資料分析方法52 第四章實證結果分析55 第一節問卷回收與樣本結構分析55 第二節因素分析59 第三 節信度與效度分析64 第四節描述性統計分析65 第五節t檢定與變異數分析79 第六節Pearson積差相關分析90 第七節迴歸分 析93 第五章結論與建議99 第一節研究結論99 第二節管理建議103 第三節研究限制與後續研究建議105 參考文獻107 附錄、
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