非營利組織內部行銷「重要—表現程度分析」及內部行銷與志工疏離感關聯性之研究：以中華民國紅十字會臺北市為例

Abstract

瞭解及減少志工的疏離感，是非營利組織值得重視的課題之一。因為志工的疏離與流失，不但造成組織傳承困難、士氣低落，對於組織的永續發展更是一大考驗。因此，非營利組織如果能運用內部行銷來提高志工對組織的認同，進而降低對組織的疏離感，減少志工的流失，這樣不但可以減少重新招募、訓練志工的成本，也可以將服務有效且持續地傳遞給需要幫助的社會大眾。本研究透過文獻分析與問卷調查的方式探討志工對於非營利組織內部行銷作為重要程度的認知與滿意程度間是否存在差異，以及非營利組織內部行銷作為與志工疏離感之間的關聯性。並以擁有且需要大量志工之社會服務團體——中華民國紅十字會臺北市分會的志工為研究對象，主要研究發現包括：一、志工對於內部行銷作為的重要程度與滿意度間有顯著差異；二、組織內部行銷對於志工的疏離感有顯著相關。最後，本研究建議中華民國紅十字會臺北市分會應運用一些方法提升志工對於內部行銷的滿意度，減低志工對組織的疏離感，並定期調查、改善內部行銷重視程度與滿意程度的缺口。

Understanding and reducing the alienation of volunteers is one of the important topic of nonprofit organizations. Because of alienation and loss of volunteers, not only causes issues of transmission difficulties, low morale, and is a test to the organization`s sustainable development. Therefore, the nonprofit organization if they can use internal marketing to improve the volunteer`s organizational identity, further, reducing their alienation, and reduce the loss of volunteers, will not only reduce the costs of re-recruitment and training volunteer, it can service effective and sustained delivery to the society in need of help. In this study, literature review and questionnaire survey were used, in order to explore whether there is difference of volunteer to the degree of importance cognition and satisfaction of internal marketing of nonprofit organization. This research also needs to find the correlation of internal marketing and volunteer`s alienation of nonprofit organization. Since having and needing a large number of volunteers of social service organizations, the Taipei branch of Red Cross in ROC, as the case of this study. The main findings are: Firstly, the relationship between degree of volunteer`s attention and satisfaction of internal marketing is significant; Secondly, internal marketing of nonprofit organization for the volunteer`s alienation is significant. Finally, this study suggests that the Taipei Branch of Red Cross, Republic of China, should improve satisfaction of volunteers for internal marketing, reduce the volunteer`s alienation of the organization, and periodic surveys to improve and fill up the gap between degree of volunteer`s attention and satisfaction of internal marketing.