1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 組織內部行銷、組織認同程度、員工滿意度及組織績效之探討
The research of the Internal Marketing, Organization Identification, Job Satisfaction and Organizational Performance--Take Bank C as example
作者 林禹岑
貢獻者 洪叔民
林禹岑
關鍵詞 內部行銷
工作滿意
組織認同
組織績效
日期 2012
上傳時間 2-Sep-2013 15:13:37 (UTC+8)
摘要 在高度服務競爭環境下，企業對顧客所展現之服務品質已日顯重要。企業為能維持其服務競爭優勢，不惜代價並盡其所能維繫對顧客提供優良之服務品質並且希望獲得顧客認同。致力於提供優質服務品質之企業，不但可以提高企業聲望，更得以因而贏得外部顧客之忠誠，而其乃源自於內部顧客滿意之結果。
本研究選定C銀行的員工為研究對象，採用量化問卷分析方式進行調查，旨在瞭解內部行銷對員工滿意度、組織認同與組織績效之影響。研究方法為問卷調查法，發放共發放問卷150 份，有效回收樣本總計131 份，有效回收率達87.3%。樣本回收後以SPSS進行驗證研究假設實證結果為：
1. 內部行銷會正向顯著影響組織認同、員工滿意度
2. 組織認同度、員工滿意度會影響組織績效
3. 內部行銷會透過組織認同度以及員工滿意度來影響組織的績效
參考文獻 白煌輝，2002，中油公司民營化員工心智模式與變革認同、組織認同相關性之研究，國立中正大學企業管理研究所碩士論文。
吳三江，2001，醫療服務業內部行銷活動對就醫者導向行為影響之研究－以高雄市立醫院為例，國立中山大學人力資源管理研究所碩士論文
巫喜瑞，2001，服務業內部行銷導向、組織支持、工作滿足與顧客導向間關係之研究－銀行業之例，國立中山大學企業管理研究所博士論文。
巫喜瑞、周逸衡，2001，內部行銷導向在醫院護理人員管理上之應用，醫院，第三十四卷第一期，頁42-56。
李語華，2010，內部行銷對工作滿意度、組織認同與忠誠行為之影響－以 H 公司個案為例，逢甲大學經營管理碩士在職專班碩士論文。
李賜郎、朱素玥，2002，內部行銷之研究-以百貨業為例，國立台中技術學院學報，3 卷，287－299 頁。
李總縯，2002，組織氣候、組織認同、組織效能之關聯性研究－以非營利組織國際獅子會台灣地區分會為實證對象，中原大學企業管理研究所碩士論文。
李鐵城，2009，內部行銷、組織承諾與工作滿足關係之研究---以台灣電力公司為例，國立臺灣海洋大學航運管理學系碩士論文。
周逸衡、關復勇，1997，服務業內部行銷導向之探討，第三屆服務業管理研討會論文集，國立政治大學。
林冠宏，2003，轉換型領導、組織認同、組織溝通對領導效能影響之研究─以台南縣政府組織變革為例，國立中正大學企業管理研究所碩士論文。
林韶瑩，2002，員工績效與員工滿意度之關聯性研究-以某電子公司為例，中原大學工業工程研究所碩士論文。
姚惠芳，2004，員工績效和組織文化對組織績效之影響研究-以台北捷運公司為例，淡江大學管理科學研究所在職專班碩士論文。
徐瑋伶、鄭伯壎，2002，組織認同：理論與本質之初步探索與分析，中山管理評論，第十卷第一期，頁45-64。
張世平，2005，內部行銷作為、員工工作滿意與員工顧客導向行為之研究－以國泰世華銀行台中地區員工為研究對象，國立嘉義大學管理學院碩士論文。
張延蓉，2003，內部行銷、工作滿足、組織承諾與顧客導向服務關係之研究—以主題遊樂園為例，南華大學旅遊事業管理學研究所碩士論文。
張桂芳，1995，員工對推動企業識別系統之態度分析－以電信事業為例，國立中興大學企業管理研究所碩士論文。
張陽隆，2001，產業群聚之成因、廠商行為與組織績效之關聯性研究—以台灣高科技產業為例，成大企管所碩士論文。
梁雙蓮，1984，中央行政機關公務人員組織認同的研究，國立臺灣大學政治學研究所博士論文。
許士軍，1998，管理學，台北：東華書局。
郭振生，2003，內部行銷導向、組織承諾、工作滿意與學校效能關係之研究─以台南地區國民小學為例，南華大學管理研究所碩士論文。
郭紫薇，2004，基隆市國民小學工友工作滿意度調查研究，國立台北師範學院教育政策與管理研究所碩士論文。
郭雅玲，2007，高雄市國小教師內部行銷知覺與組織承諾關係之研究，國立屏東教育大學教育行政研究所碩士論文。
陳文宗，2004，內部行銷與領導風格對工作滿意度及顧客導向行為影響之研究―以桃園縣消防局為例，元智大學管理研究所碩士論文。
陳淑錦，2001，組織精簡情境中員工態度之探討－以A公司為例，國立中山大學人力資源管理研究所碩士論文。
黃小萍，2006，組織認同與組織效能之研究─以行政院海岸巡防署為例，世新大學行政管理學研究所碩士論文。
黃俊英，2002，行銷學的世界，天下文化，頁220-223
楊牧青，1999，工作特性、人格特質與工作滿意度關係之研究-以高雄港務局員工為例，國立成功大學交通管理學系碩士論文。
葛建培、卓正欽，2008，績效管理與發展－提昇組織人力資本之價值，雙葉書廊出版社。
蔡依倫，2000，宗教醫院志工組織認同與組織承諾之研究-與非宗教醫院志工作比較，國立中山大學公共事務管理研究所碩士論文。
蔡瑞和，2004，企業內部E 化服務對員工滿意度影響之研究-以楠梓加工區IC 封裝測試業為例，國立中山大學企業管理學系研究所碩士論文，。
韓建玲，1997，內部行銷對顧客導向行為影響之研究--以民營銀行業為例，國立中山大學人力資源研究所碩士論文
簡益純，2003，專業認知、組織認同、組織效能之關聯性研究:國軍N總部新聞發佈體系之個案研究，世新大學傳播研究所碩士論文。
譚啟文，2004，領導效能知覺與組織認同間關係之研究－以全家便利商店加盟者為例，國立高雄第一科技大學行銷與流通管理系碩士論文。

Adams, J. S. (1963). Wage inequities, productivity and work quality. Industrial Relations, 3(1), 9-16.
Ahmed, P. K., Rafiq, M., & Saad, N. M. (2003). Internal marketing and the mediating role of organization competencies. European Journal of Marketing, 37(9), 1221-1241.
Alderfer, C. P. (1972). Existence relatedness and growth: Human needs in organizational settings. New York: Free Press.
Arnett, D.B., Debra, A., Laverie., & Charlie M.L. (2002). Using Job Satisfaction and Pride as Internal-marketing Tools. Cornell hotel and restaurant administration quarterly, 43, 87-96.
Ashforth, B. E., and Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.
Atkinson, J. W. (1957). Motivational determinants of risk-taking behavior. Psychological Review, 64, 359-372.
Bansal, H. S., Morris B. M., & Basu, S. (2001). The impact of internal marketing activities on external marketing outcomes, Journal of Quality Management, 6, 61-76.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
Bellou, V., & Thanopoulos, J. (2006). Enhancing service quality in a hospital setting, Review of Business, 27(1), 26-32.
Berry, L. L. (1981). The Employee as Customer, Journal of Retail Marketing, 3, 25-28.
Berry, L. L. (1984). The Employee as Customer, in Christopher Lovelock (ed.),Services Marketing, Kent Publishing Co., Boston, MA: 271-278.
Berry, L. L. & Parasuraman, A. (1991). Marketing Services: Competing Through Quality, New York: The Free Press.
Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the bond of Identification: An investigation of its correlates among museum members. Journal of Marketing, 59(4), 46-57.
Blum, M. L. & Naylor, J. C. (1968). Industrial psychology: It’s theoretical and foundations. New York: Harper & Row .
Brayfield, A. H., & Rothe, H. F.(1951).An index of job satisfaction. Journal of Applied Psychology, 35 ,307-311.
Brown, M.E. (1969). Identification and some conditions of organizational involvement. Administrative Science Quarterly, 14(3), 346–355.
Brown, S. P., & Peterson, R. A., (1993). Antecedents and consequences of salesperson job satisfaction: Meta-analysis and assessment of causal effects JMR, Journal of Marketing Research, 30(1), 63-77.
Buchanan, B. (1974). Building organizational commitment: the socialization of managers in work organizations. Administrative Science Quarterly, 19(4), 533-546.
Cahill, D. J. (1995). The managerial implication of the learning organization: A new tool for internal marketing. Journal of Services Marketing, 9(4), 43-51.
Cahill, D. J.(1996). Internal Marketing：Your Company’s Next Stage of Growth. Binghamton. N.Y. and London: Haworth Press.
Cameron, K. S. (1985). Effectiveness as Paradox: Consensus and Conflict in Conceptions of Organizational Effectiveness. Management Science, 32(5), 539-553.
Campbell, J. P. (1977). On the nature of Organizationl effectiveness: New perspective on Organization. San Francisco: Jossey-Bass
Choi, F. D. S., & Mueller, G. G. (1992). International Accounting (2nd ed.) London: Prentice-Hall International.
Conduit, J. & Mavondo, F. T. (2001). How critical is internal customer orientation to market orientation. Journal of Business Research, 51(1), 11-24.
Cooper, J. & Cronin, J. (2000). Internal marketing: A competitive strategy for the long-term care industry. Journal of Business Research, 48(3), 177-181.
Cowherd, D. M. & Levine, D. I., (1992). Product quality and pay equity between lower-level employees and top management: an investigation of distributive justice theory. Administrative Science Quarterly, 37(2), 302-320.
Cranny, C., Smith, P. & Stone, E. (1993). Job Satisfaction, Lexington Books, NY.
Deshpande,R., Farley, J. & Webster, F.,(1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. Journal of Marketing, 57(1), 23-27.
Dess, G. G., & Robinson, R. B. Jr. (1984). Measuring Organizational Performance in The Absence of Objective Measure: The Case of Privately Held Firms and Conglomerate Business Units. Strategic Management Journal, 5, 265-273.
Dunham, R. B., Smith, F. J., & Blackburn, R. S. (1977).Validation of the index of organizational reactions with the JDI, the MSQ, and faces scales. Academy of Management Journal, 20(3), 420-432.
Dunn, J. D. & Stephens, E. C. (1972). Management of personnel: manpower management and organizational behavior, New York: McGraw-Hill.
Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational Images and Member Identification. Administrative Science Quarterly, 39(2), 239-263.
Elsbach, K. D., & Glynn, M. A.,(1996). Believing Your Own "PR": Embedding Identification in Strategic Reputation. In J. A. C. Baun and J. E. Dutton (Eds.), Advances in Strategic Management: pp.66-88. Greenwich, CT: JAI Press.
Evans, H., Ashworth, G., Gooch, G., & Davies. (1996). Who needs performance management? Management Accounting, 20-25.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variable and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fournet, G. P., Distefano, M. K., Jr., and Dryer, M. K.,(1966). Job Satisfaction: Issues and Problems. Personnel Psychology, 19 (2), pp.165-183.
George, W. R.(1977). The Retailing of services- A Challenging Future. Journal of Retailing, 91:85-98.
George, W.R. (1990). Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level. Journal of Business Research, 20, 63-70.
Golembiewski, & McConkie. (1975). The Centrality of Interpersonal Trust in Group Processes. New York, NY: Wiley.
Greene, W. E., Walls, G. D. & Schrest, L. J. (1994), The Key to External Marketing Success. Journal of Services Marketing, 8(4), 5-13.
Griffin, R.W. and Bateman, T.S. (1986). Job satisfaction and organizational commitment. International Review of Industrial and Organizational Psychology, 157-188.
Grönroos, C. (1982). Internal marketing- theory and practice. In American Marketing Association Services Marketing Conference Proceedings, 41-47.
Grönroos, C. (1990). i, Lexington Books, Lexington, MA.
Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Hair, J. F., Anderson, R.E. Tatham, R. L. & Black, W.C.(2006). Multivariate data analysis with reading, 6th. Englewood Cliffs, NJ, Prentice Hall.
Grönroos, C. (2000). Service Management and Marketing-A Customer Relationship Management Approach, (2nd Ed.), 340-344, Wiley, New York, NY.
Grönroos, C.(1981). Internal Marketing- An Integral Part of Marketing Theory. In Donnelly, J. H. and George, W. E.(eds.), Marketing of Services, American Marketing Association. Proceedings Series, 236-238.
Hackman, J. R. & Oldham, G. R. (1976). Motivation through the Design of Work: Test of a Theory, Organizational Behavior and Human Performance, 16, 250-279
Hall, D. T., & Schneider, B.(1972).Correlates of organizational identification as a function of career pattern an organizational type. Administrative Science Quarterly, 17(3), 340-350.
Hall, D.T., Schneider, B. & Nygren, H.T.,(1970). Personal factors in organizational identification. Administrative Science Quarterly, 15(2), 176-190.
Hall, R. H. (1991).Organizations: Structures, Processes, and Outcomes. New Jersey: Prentice Hall.
Hallowell, R., Schlesinger, L. A., & Zornitsky, J., (1996). Internal service quality, customer and job satisfaction: linkages and implications for management, Human Resource Planning, 19(2), 20-31.
Herzberg, F., Mausner, B., & Snyderman, B.B. (1959). The motivation to work. NY: John Wiley & Sons.
Heskett, J. L., Jones, T. O. Loveman, G. W. Sasser ,W. E. Jr. & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-175.
Hoppock, R., (1935), Job satisfaction. New York: Harper.
Hwang, I & Chi, D. (2005). Relationships among internal marketing, employee satisfaction and international hotel performance: An empirical study. International Journal of Management, 22, 285-293.
Hwang, I. S. & Chi, D. J., (2005). Relationships among internal marketing, employee job satisfaction and international hotel performance: An empirical study. International Journal of Management, 22(2), 285-293.
Johnson, E. M. & D. T. Seymour (1985), The Impact of Cross Selling on the Selling on the Service Encounter in Retail Banking, in John A. Czepiel, Michael R. Solomon, and Carol Surprenant(eds.), The Service Encounter: Managing Employee/Customer Interaction in Service Businesses, Lexington, MA: Lexington Books, 225-239.
Johnson, E. M., Scheuing, E. E., & Gaida, K. A.(1986).Profitable services marketing. Homewood, IL:Dow-Jones Irwin.
Joseph, W. B. (1996). Internal marketing builds service quality. Journal of Health Care Marketing, 16(1), 54-59.
Kanter, M. (1968). Commitment and Society Organization: A study of commitment mechanisms in auatopian communities, American sociological Review, 33,499.
Kassem, D. M. (1987). Human resource planning and organizational performance: An exploratory analysis. Strategic Management Journal, 8(1), 387-392.
Kast, F. E. (1985). Organization and Management. (4th ed.) New York: McGraw- Hill.
Kotler, P. (1972). A Generic Concept of Marketing, Journal of Marketing, 36(2), 46-54
Kotler, P. (1994). Marketing Management, Prentice Hall, Englewood Cliffs, NJ.
Kotler, P. and Armstrong, G. (1991). Principles of Marketing, (5th Ed.). Prentice-Hall, Englewood, NJ.
Lasswell, H. D. (1965). World Politics and Personal Insecurity, New York: Free Press.
Locke, E. A. (1969).What is job satisfaction? Organizational Behavior and. Human Performance, 4, 309-336。
Mael, F. & Ashforth, B.E.(1992). Alumni and their Alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123.
March and Simon (1987). Teaching, Instruction, and Technology, Originally entitled . Teaching with Technology, in A.C.Ornstein, ed., Teaching：Theory into Practice, Boston：Allyn and Bacon.
Maslow, A. H. (1943). A theory of Human Motivation. Psychological Review, 50, 370-396.
Mathieu, J.E. & Zajac, D.M. (1990). A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment. Psychological Bulletin, 108, 171-194.
Miller, V. D., Allen, M., Casey, M. K., & Johnson, J. R. (2000). Reconsidering the Organizational Identification Questionnaire. Management Communication Quarterly, 13(4), 626-658.
Morrision, E.W. (1996). Organizational citizenship behavior as a critical link between HRM practices and service quality. Human Resource Management, 35(4), 493-512.
Morrison A. (1996). Hospitality and Travel Marketing, (2nd Ed.), Delmar, Albany.
Mowday, R. T., Porter, L. M., & Steers, R. M. (1982). Employee organization linkages: the psychology of commitment, absenteeism, and turnover. New York: Academic Press.
O‘Reilly, C. A., & Chatman, J. (1986). Organization commitment and psychological attachment: The effects of compliance, identification and internalization on prosocial behavior. Journal of Applied Psychology, 71(33), 492-499.
Patchen, M. (1970). Participation, Achievement and Involvement in the Job. Englewood Clifs, NJ: Prentice Hall.
Piercy, N. & Morgan, N. (1991). Internal Marketing- The Missing Half of the Marketing Programme. Long Range Planning, 24 (2), 82-93.
Porter, L. W. & Lawler, E. E. (1968). Managerial Attitudes and Performance, Homewood III: R. D. Irwin.
Porter, L. W. (1961). A Study of Perceived Need Satisfaction in Bottom and Middle Management Jobs, Journal of Applied Psychology, 45, 1-10.
Porter, L. W., & Smith, F. J.(1976). The Etiology of Organizational Commitment. Unpublished Paper, University of California.
Pratt, M. B. (1998). To be or not to be: Central questions in organizational identification. In D. A. Whetten & P. C. Godfrey.
Riketta, M. (2005). Organizational identification: A meta-analysis. Journal of Vocational Behavior, 66, 358–384.
Robbins S. P. (1996). Organizational Behavior, Englewood Cliffs, New Jersey Prentice-Hall International Inc.
Robbins, S. P. & Coulter, M. (2002). Management. (7th ed.), New Jersey: Prentice- Hall.
Robbins, S. P. (1995). Organizational behavior. Englewood cliffs. New Jersey Prentice Hall International Ltd.
Rotondi, T. (1975a). Organizational identification and group involvement. Academy of Management Journal, 18, 892-897.
Rotondi, T. (1975b). Organisational identification: issues and implications. Organisational Behaviour and Human Performance, 13, 95–109.
Sasser, W. E. & Arbeit, S. P. (1976). Selling Jobs in the Service Sector, Business Horizons, 19(3), 61-65.
Schaffer, C. C. (1953). Job satisfaction as related to need satisfaction in work. Psychological Monographs, 67(1), 14-16.
Schermerhorn, J. R., Jr. J. G. Hunt & R. N. Osborn (1994), Managing Organizational Behavior, New York：Wiley.
Schlesinger, L. A. & Zornitsky, J. (1991). Job satisfaction, service capability, and customer satisfaction: An examination of linkages and management implications, Human Resource Planning, 14(2), pp141－149.
Schneider, B. (1987). The people make the place. Personnel Psychology, 40: 437-453
Schneider, D.S. & Vaught, B.C. (1994). A comparison of job satisfaction between public and private sector managers. Public Administration Quarterly, 17(1), 68-83.
Seal, F. E. & Knight, P. A.(1988). Industrial/Organization Psychology: Science and Practice. Pacific Grove of California, Brooks/Cole.
Shore, L. M. & Martin, H. J. (1989). Job satisfaction and organizational commitment in relation to work performance and turnover intentions. Human Relations, 42(7), 625-638.
Smidts, A., Pruyn, H., & VanRiel, B. M. (2001). Theimpact of employee communication and perceived external prestige on organizational identification. Academy of Management Journal, 44, 1051-1062.
Smidts, A., van Riel, C. B. M. & Pruyn, A. Th. H.(2001) The Impact of Employee Communication and Perceived External Prestige on Organizational Identification. Academy of Management Journal, 44(5), 1039-1050.
Smith, P. C., Kendall, L. M., & Hulin, C. L. (1969). The Measurement of Satisfaction in Work and Retirement, Chicago: Rand McNally.
Szilagyi, A. O. (1981). Management and Performance, California: Goodyear Publishing Company Inc.
Tajfel, H. (1978). Social categorization, Social identity and Social comparison.
Tansuhaj, P., Randall, D., & McCullough, J. (1991). Applying the Internal Marketing Concept Within Large Organizations: As Applied to a Credit Union. The Journal of Professional Services Marketing, 6(2): 193-202.
Thomas, D.R.E. (1978). Strategy Is Different in Service Business. Harvard Business Review, 56(4), 158-165.
Turkoz, I., Akyol, A.(2008). Internal marketing and hotel performance. Anatolia, 19(1), 149-177.
Venkatraman, N. & Ramanunjam, V. (1986). Measurement of business performance in strategy research: A comparison of approaches, Academy of Management Review, 11(4) 801-814.
Vroman, H. W. & Luchsinger, V. P. (1994), Managing Organizational Quality, Burr ridge, IL: Irwin.
Vroom, V. H. (1964). Work and motivation. New York: Wiley.
Wanous, J. R. & Lawler, E. E. (1972). Measurement and meaning of job satisfaction. Journal of Applied Psychology, 56(2), 95-105.
Wernimont, P.F. (1972). A system’s view of job satisfaction. Journal of Applied Psychology, 56, 173-176.
Workman, J. P., Christian, H., & Ove, J.(2003). Intraorganizational Determinants of Key Account Management Effectiveness. Journal of the Academy of Marketing Science, 31 (1), 3-21.
描述 碩士
國立政治大學
企業管理研究所
94355018
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094355018
資料類型 thesis
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.author (Authors) 林禹岑zh_TW
dc.creator (作者) 林禹岑zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 15:13:37 (UTC+8)-
dc.date.available 2-Sep-2013 15:13:37 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 15:13:37 (UTC+8)-
dc.identifier (Other Identifiers) G0094355018en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59209-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 94355018zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 在高度服務競爭環境下，企業對顧客所展現之服務品質已日顯重要。企業為能維持其服務競爭優勢，不惜代價並盡其所能維繫對顧客提供優良之服務品質並且希望獲得顧客認同。致力於提供優質服務品質之企業，不但可以提高企業聲望，更得以因而贏得外部顧客之忠誠，而其乃源自於內部顧客滿意之結果。
本研究選定C銀行的員工為研究對象，採用量化問卷分析方式進行調查，旨在瞭解內部行銷對員工滿意度、組織認同與組織績效之影響。研究方法為問卷調查法，發放共發放問卷150 份，有效回收樣本總計131 份，有效回收率達87.3%。樣本回收後以SPSS進行驗證研究假設實證結果為：
1. 內部行銷會正向顯著影響組織認同、員工滿意度
2. 組織認同度、員工滿意度會影響組織績效
3. 內部行銷會透過組織認同度以及員工滿意度來影響組織的績效		zh_TW
dc.description.tableofcontents 致謝詞 I
摘要 II
Abstract III
圖目錄 VI
表目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程與範圍 4
第四節 論文架構 5
第二章 文獻回顧 7
第一節 服務行銷 7
第二節 內部行銷 8
第三節 組織認同 15
第四節 員工滿意 21
第五節 組織績效 25
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假說 28
第三節 研究構面與問卷設計 31
第四節 樣本與抽樣方式 36
第五節 資料分析方法 36
第四章 研究結果 39
第一節 樣本特性分析 39
第二節 效度與信度分析 47
第三節 變異數分析 52
第四節 假說驗證 60
第五章 結論與建議 64
第一節 研究結論 64
第二節 研究貢獻 65
第三節 研究限制與後續研究建議 67		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094355018en_US
dc.subject (關鍵詞) 內部行銷zh_TW
dc.subject (關鍵詞) 工作滿意zh_TW
dc.subject (關鍵詞) 組織認同zh_TW
dc.subject (關鍵詞) 組織績效zh_TW
dc.title (題名) 組織內部行銷、組織認同程度、員工滿意度及組織績效之探討zh_TW
dc.title (題名) The research of the Internal Marketing, Organization Identification, Job Satisfaction and Organizational Performance--Take Bank C as exampleen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 白煌輝，2002，中油公司民營化員工心智模式與變革認同、組織認同相關性之研究，國立中正大學企業管理研究所碩士論文。
吳三江，2001，醫療服務業內部行銷活動對就醫者導向行為影響之研究－以高雄市立醫院為例，國立中山大學人力資源管理研究所碩士論文
巫喜瑞，2001，服務業內部行銷導向、組織支持、工作滿足與顧客導向間關係之研究－銀行業之例，國立中山大學企業管理研究所博士論文。
巫喜瑞、周逸衡，2001，內部行銷導向在醫院護理人員管理上之應用，醫院，第三十四卷第一期，頁42-56。
李語華，2010，內部行銷對工作滿意度、組織認同與忠誠行為之影響－以 H 公司個案為例，逢甲大學經營管理碩士在職專班碩士論文。
李賜郎、朱素玥，2002，內部行銷之研究-以百貨業為例，國立台中技術學院學報，3 卷，287－299 頁。
李總縯，2002，組織氣候、組織認同、組織效能之關聯性研究－以非營利組織國際獅子會台灣地區分會為實證對象，中原大學企業管理研究所碩士論文。
李鐵城，2009，內部行銷、組織承諾與工作滿足關係之研究---以台灣電力公司為例，國立臺灣海洋大學航運管理學系碩士論文。
周逸衡、關復勇，1997，服務業內部行銷導向之探討，第三屆服務業管理研討會論文集，國立政治大學。
林冠宏，2003，轉換型領導、組織認同、組織溝通對領導效能影響之研究─以台南縣政府組織變革為例，國立中正大學企業管理研究所碩士論文。
林韶瑩，2002，員工績效與員工滿意度之關聯性研究-以某電子公司為例，中原大學工業工程研究所碩士論文。
姚惠芳，2004，員工績效和組織文化對組織績效之影響研究-以台北捷運公司為例，淡江大學管理科學研究所在職專班碩士論文。
徐瑋伶、鄭伯壎，2002，組織認同：理論與本質之初步探索與分析，中山管理評論，第十卷第一期，頁45-64。
張世平，2005，內部行銷作為、員工工作滿意與員工顧客導向行為之研究－以國泰世華銀行台中地區員工為研究對象，國立嘉義大學管理學院碩士論文。
張延蓉，2003，內部行銷、工作滿足、組織承諾與顧客導向服務關係之研究—以主題遊樂園為例，南華大學旅遊事業管理學研究所碩士論文。
張桂芳，1995，員工對推動企業識別系統之態度分析－以電信事業為例，國立中興大學企業管理研究所碩士論文。
張陽隆，2001，產業群聚之成因、廠商行為與組織績效之關聯性研究—以台灣高科技產業為例，成大企管所碩士論文。
梁雙蓮，1984，中央行政機關公務人員組織認同的研究，國立臺灣大學政治學研究所博士論文。
許士軍，1998，管理學，台北：東華書局。
郭振生，2003，內部行銷導向、組織承諾、工作滿意與學校效能關係之研究─以台南地區國民小學為例，南華大學管理研究所碩士論文。
郭紫薇，2004，基隆市國民小學工友工作滿意度調查研究，國立台北師範學院教育政策與管理研究所碩士論文。
郭雅玲，2007，高雄市國小教師內部行銷知覺與組織承諾關係之研究，國立屏東教育大學教育行政研究所碩士論文。
陳文宗，2004，內部行銷與領導風格對工作滿意度及顧客導向行為影響之研究―以桃園縣消防局為例，元智大學管理研究所碩士論文。
陳淑錦，2001，組織精簡情境中員工態度之探討－以A公司為例，國立中山大學人力資源管理研究所碩士論文。
黃小萍，2006，組織認同與組織效能之研究─以行政院海岸巡防署為例，世新大學行政管理學研究所碩士論文。
黃俊英，2002，行銷學的世界，天下文化，頁220-223
楊牧青，1999，工作特性、人格特質與工作滿意度關係之研究-以高雄港務局員工為例，國立成功大學交通管理學系碩士論文。
葛建培、卓正欽，2008，績效管理與發展－提昇組織人力資本之價值，雙葉書廊出版社。
蔡依倫，2000，宗教醫院志工組織認同與組織承諾之研究-與非宗教醫院志工作比較，國立中山大學公共事務管理研究所碩士論文。
蔡瑞和，2004，企業內部E 化服務對員工滿意度影響之研究-以楠梓加工區IC 封裝測試業為例，國立中山大學企業管理學系研究所碩士論文，。
韓建玲，1997，內部行銷對顧客導向行為影響之研究--以民營銀行業為例，國立中山大學人力資源研究所碩士論文
簡益純，2003，專業認知、組織認同、組織效能之關聯性研究:國軍N總部新聞發佈體系之個案研究，世新大學傳播研究所碩士論文。
譚啟文，2004，領導效能知覺與組織認同間關係之研究－以全家便利商店加盟者為例，國立高雄第一科技大學行銷與流通管理系碩士論文。

Adams, J. S. (1963). Wage inequities, productivity and work quality. Industrial Relations, 3(1), 9-16.
Ahmed, P. K., Rafiq, M., & Saad, N. M. (2003). Internal marketing and the mediating role of organization competencies. European Journal of Marketing, 37(9), 1221-1241.
Alderfer, C. P. (1972). Existence relatedness and growth: Human needs in organizational settings. New York: Free Press.
Arnett, D.B., Debra, A., Laverie., & Charlie M.L. (2002). Using Job Satisfaction and Pride as Internal-marketing Tools. Cornell hotel and restaurant administration quarterly, 43, 87-96.
Ashforth, B. E., and Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.
Atkinson, J. W. (1957). Motivational determinants of risk-taking behavior. Psychological Review, 64, 359-372.
Bansal, H. S., Morris B. M., & Basu, S. (2001). The impact of internal marketing activities on external marketing outcomes, Journal of Quality Management, 6, 61-76.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
Bellou, V., & Thanopoulos, J. (2006). Enhancing service quality in a hospital setting, Review of Business, 27(1), 26-32.
Berry, L. L. (1981). The Employee as Customer, Journal of Retail Marketing, 3, 25-28.
Berry, L. L. (1984). The Employee as Customer, in Christopher Lovelock (ed.),Services Marketing, Kent Publishing Co., Boston, MA: 271-278.
Berry, L. L. & Parasuraman, A. (1991). Marketing Services: Competing Through Quality, New York: The Free Press.
Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the bond of Identification: An investigation of its correlates among museum members. Journal of Marketing, 59(4), 46-57.
Blum, M. L. & Naylor, J. C. (1968). Industrial psychology: It’s theoretical and foundations. New York: Harper & Row .
Brayfield, A. H., & Rothe, H. F.(1951).An index of job satisfaction. Journal of Applied Psychology, 35 ,307-311.
Brown, M.E. (1969). Identification and some conditions of organizational involvement. Administrative Science Quarterly, 14(3), 346–355.
Brown, S. P., & Peterson, R. A., (1993). Antecedents and consequences of salesperson job satisfaction: Meta-analysis and assessment of causal effects JMR, Journal of Marketing Research, 30(1), 63-77.
Buchanan, B. (1974). Building organizational commitment: the socialization of managers in work organizations. Administrative Science Quarterly, 19(4), 533-546.
Cahill, D. J. (1995). The managerial implication of the learning organization: A new tool for internal marketing. Journal of Services Marketing, 9(4), 43-51.
Cahill, D. J.(1996). Internal Marketing：Your Company’s Next Stage of Growth. Binghamton. N.Y. and London: Haworth Press.
Cameron, K. S. (1985). Effectiveness as Paradox: Consensus and Conflict in Conceptions of Organizational Effectiveness. Management Science, 32(5), 539-553.
Campbell, J. P. (1977). On the nature of Organizationl effectiveness: New perspective on Organization. San Francisco: Jossey-Bass
Choi, F. D. S., & Mueller, G. G. (1992). International Accounting (2nd ed.) London: Prentice-Hall International.
Conduit, J. & Mavondo, F. T. (2001). How critical is internal customer orientation to market orientation. Journal of Business Research, 51(1), 11-24.
Cooper, J. & Cronin, J. (2000). Internal marketing: A competitive strategy for the long-term care industry. Journal of Business Research, 48(3), 177-181.
Cowherd, D. M. & Levine, D. I., (1992). Product quality and pay equity between lower-level employees and top management: an investigation of distributive justice theory. Administrative Science Quarterly, 37(2), 302-320.
Cranny, C., Smith, P. & Stone, E. (1993). Job Satisfaction, Lexington Books, NY.
Deshpande,R., Farley, J. & Webster, F.,(1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. Journal of Marketing, 57(1), 23-27.
Dess, G. G., & Robinson, R. B. Jr. (1984). Measuring Organizational Performance in The Absence of Objective Measure: The Case of Privately Held Firms and Conglomerate Business Units. Strategic Management Journal, 5, 265-273.
Dunham, R. B., Smith, F. J., & Blackburn, R. S. (1977).Validation of the index of organizational reactions with the JDI, the MSQ, and faces scales. Academy of Management Journal, 20(3), 420-432.
Dunn, J. D. & Stephens, E. C. (1972). Management of personnel: manpower management and organizational behavior, New York: McGraw-Hill.
Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational Images and Member Identification. Administrative Science Quarterly, 39(2), 239-263.
Elsbach, K. D., & Glynn, M. A.,(1996). Believing Your Own "PR": Embedding Identification in Strategic Reputation. In J. A. C. Baun and J. E. Dutton (Eds.), Advances in Strategic Management: pp.66-88. Greenwich, CT: JAI Press.
Evans, H., Ashworth, G., Gooch, G., & Davies. (1996). Who needs performance management? Management Accounting, 20-25.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variable and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fournet, G. P., Distefano, M. K., Jr., and Dryer, M. K.,(1966). Job Satisfaction: Issues and Problems. Personnel Psychology, 19 (2), pp.165-183.
George, W. R.(1977). The Retailing of services- A Challenging Future. Journal of Retailing, 91:85-98.
George, W.R. (1990). Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level. Journal of Business Research, 20, 63-70.
Golembiewski, & McConkie. (1975). The Centrality of Interpersonal Trust in Group Processes. New York, NY: Wiley.
Greene, W. E., Walls, G. D. & Schrest, L. J. (1994), The Key to External Marketing Success. Journal of Services Marketing, 8(4), 5-13.
Griffin, R.W. and Bateman, T.S. (1986). Job satisfaction and organizational commitment. International Review of Industrial and Organizational Psychology, 157-188.
Grönroos, C. (1982). Internal marketing- theory and practice. In American Marketing Association Services Marketing Conference Proceedings, 41-47.
Grönroos, C. (1990). i, Lexington Books, Lexington, MA.
Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Hair, J. F., Anderson, R.E. Tatham, R. L. & Black, W.C.(2006). Multivariate data analysis with reading, 6th. Englewood Cliffs, NJ, Prentice Hall.
Grönroos, C. (2000). Service Management and Marketing-A Customer Relationship Management Approach, (2nd Ed.), 340-344, Wiley, New York, NY.
Grönroos, C.(1981). Internal Marketing- An Integral Part of Marketing Theory. In Donnelly, J. H. and George, W. E.(eds.), Marketing of Services, American Marketing Association. Proceedings Series, 236-238.
Hackman, J. R. & Oldham, G. R. (1976). Motivation through the Design of Work: Test of a Theory, Organizational Behavior and Human Performance, 16, 250-279
Hall, D. T., & Schneider, B.(1972).Correlates of organizational identification as a function of career pattern an organizational type. Administrative Science Quarterly, 17(3), 340-350.
Hall, D.T., Schneider, B. & Nygren, H.T.,(1970). Personal factors in organizational identification. Administrative Science Quarterly, 15(2), 176-190.
Hall, R. H. (1991).Organizations: Structures, Processes, and Outcomes. New Jersey: Prentice Hall.
Hallowell, R., Schlesinger, L. A., & Zornitsky, J., (1996). Internal service quality, customer and job satisfaction: linkages and implications for management, Human Resource Planning, 19(2), 20-31.
Herzberg, F., Mausner, B., & Snyderman, B.B. (1959). The motivation to work. NY: John Wiley & Sons.
Heskett, J. L., Jones, T. O. Loveman, G. W. Sasser ,W. E. Jr. & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-175.
Hoppock, R., (1935), Job satisfaction. New York: Harper.
Hwang, I & Chi, D. (2005). Relationships among internal marketing, employee satisfaction and international hotel performance: An empirical study. International Journal of Management, 22, 285-293.
Hwang, I. S. & Chi, D. J., (2005). Relationships among internal marketing, employee job satisfaction and international hotel performance: An empirical study. International Journal of Management, 22(2), 285-293.
Johnson, E. M. & D. T. Seymour (1985), The Impact of Cross Selling on the Selling on the Service Encounter in Retail Banking, in John A. Czepiel, Michael R. Solomon, and Carol Surprenant(eds.), The Service Encounter: Managing Employee/Customer Interaction in Service Businesses, Lexington, MA: Lexington Books, 225-239.
Johnson, E. M., Scheuing, E. E., & Gaida, K. A.(1986).Profitable services marketing. Homewood, IL:Dow-Jones Irwin.
Joseph, W. B. (1996). Internal marketing builds service quality. Journal of Health Care Marketing, 16(1), 54-59.
Kanter, M. (1968). Commitment and Society Organization: A study of commitment mechanisms in auatopian communities, American sociological Review, 33,499.
Kassem, D. M. (1987). Human resource planning and organizational performance: An exploratory analysis. Strategic Management Journal, 8(1), 387-392.
Kast, F. E. (1985). Organization and Management. (4th ed.) New York: McGraw- Hill.
Kotler, P. (1972). A Generic Concept of Marketing, Journal of Marketing, 36(2), 46-54
Kotler, P. (1994). Marketing Management, Prentice Hall, Englewood Cliffs, NJ.
Kotler, P. and Armstrong, G. (1991). Principles of Marketing, (5th Ed.). Prentice-Hall, Englewood, NJ.
Lasswell, H. D. (1965). World Politics and Personal Insecurity, New York: Free Press.
Locke, E. A. (1969).What is job satisfaction? Organizational Behavior and. Human Performance, 4, 309-336。
Mael, F. & Ashforth, B.E.(1992). Alumni and their Alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123.
March and Simon (1987). Teaching, Instruction, and Technology, Originally entitled . Teaching with Technology, in A.C.Ornstein, ed., Teaching：Theory into Practice, Boston：Allyn and Bacon.
Maslow, A. H. (1943). A theory of Human Motivation. Psychological Review, 50, 370-396.
Mathieu, J.E. & Zajac, D.M. (1990). A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment. Psychological Bulletin, 108, 171-194.
Miller, V. D., Allen, M., Casey, M. K., & Johnson, J. R. (2000). Reconsidering the Organizational Identification Questionnaire. Management Communication Quarterly, 13(4), 626-658.
Morrision, E.W. (1996). Organizational citizenship behavior as a critical link between HRM practices and service quality. Human Resource Management, 35(4), 493-512.
Morrison A. (1996). Hospitality and Travel Marketing, (2nd Ed.), Delmar, Albany.
Mowday, R. T., Porter, L. M., & Steers, R. M. (1982). Employee organization linkages: the psychology of commitment, absenteeism, and turnover. New York: Academic Press.
O‘Reilly, C. A., & Chatman, J. (1986). Organization commitment and psychological attachment: The effects of compliance, identification and internalization on prosocial behavior. Journal of Applied Psychology, 71(33), 492-499.
Patchen, M. (1970). Participation, Achievement and Involvement in the Job. Englewood Clifs, NJ: Prentice Hall.
Piercy, N. & Morgan, N. (1991). Internal Marketing- The Missing Half of the Marketing Programme. Long Range Planning, 24 (2), 82-93.
Porter, L. W. & Lawler, E. E. (1968). Managerial Attitudes and Performance, Homewood III: R. D. Irwin.
Porter, L. W. (1961). A Study of Perceived Need Satisfaction in Bottom and Middle Management Jobs, Journal of Applied Psychology, 45, 1-10.
Porter, L. W., & Smith, F. J.(1976). The Etiology of Organizational Commitment. Unpublished Paper, University of California.
Pratt, M. B. (1998). To be or not to be: Central questions in organizational identification. In D. A. Whetten & P. C. Godfrey.
Riketta, M. (2005). Organizational identification: A meta-analysis. Journal of Vocational Behavior, 66, 358–384.
Robbins S. P. (1996). Organizational Behavior, Englewood Cliffs, New Jersey Prentice-Hall International Inc.
Robbins, S. P. & Coulter, M. (2002). Management. (7th ed.), New Jersey: Prentice- Hall.
Robbins, S. P. (1995). Organizational behavior. Englewood cliffs. New Jersey Prentice Hall International Ltd.
Rotondi, T. (1975a). Organizational identification and group involvement. Academy of Management Journal, 18, 892-897.
Rotondi, T. (1975b). Organisational identification: issues and implications. Organisational Behaviour and Human Performance, 13, 95–109.
Sasser, W. E. & Arbeit, S. P. (1976). Selling Jobs in the Service Sector, Business Horizons, 19(3), 61-65.
Schaffer, C. C. (1953). Job satisfaction as related to need satisfaction in work. Psychological Monographs, 67(1), 14-16.
Schermerhorn, J. R., Jr. J. G. Hunt & R. N. Osborn (1994), Managing Organizational Behavior, New York：Wiley.
Schlesinger, L. A. & Zornitsky, J. (1991). Job satisfaction, service capability, and customer satisfaction: An examination of linkages and management implications, Human Resource Planning, 14(2), pp141－149.
Schneider, B. (1987). The people make the place. Personnel Psychology, 40: 437-453
Schneider, D.S. & Vaught, B.C. (1994). A comparison of job satisfaction between public and private sector managers. Public Administration Quarterly, 17(1), 68-83.
Seal, F. E. & Knight, P. A.(1988). Industrial/Organization Psychology: Science and Practice. Pacific Grove of California, Brooks/Cole.
Shore, L. M. & Martin, H. J. (1989). Job satisfaction and organizational commitment in relation to work performance and turnover intentions. Human Relations, 42(7), 625-638.
Smidts, A., Pruyn, H., & VanRiel, B. M. (2001). Theimpact of employee communication and perceived external prestige on organizational identification. Academy of Management Journal, 44, 1051-1062.
Smidts, A., van Riel, C. B. M. & Pruyn, A. Th. H.(2001) The Impact of Employee Communication and Perceived External Prestige on Organizational Identification. Academy of Management Journal, 44(5), 1039-1050.
Smith, P. C., Kendall, L. M., & Hulin, C. L. (1969). The Measurement of Satisfaction in Work and Retirement, Chicago: Rand McNally.
Szilagyi, A. O. (1981). Management and Performance, California: Goodyear Publishing Company Inc.
Tajfel, H. (1978). Social categorization, Social identity and Social comparison.
Tansuhaj, P., Randall, D., & McCullough, J. (1991). Applying the Internal Marketing Concept Within Large Organizations: As Applied to a Credit Union. The Journal of Professional Services Marketing, 6(2): 193-202.
Thomas, D.R.E. (1978). Strategy Is Different in Service Business. Harvard Business Review, 56(4), 158-165.
Turkoz, I., Akyol, A.(2008). Internal marketing and hotel performance. Anatolia, 19(1), 149-177.
Venkatraman, N. & Ramanunjam, V. (1986). Measurement of business performance in strategy research: A comparison of approaches, Academy of Management Review, 11(4) 801-814.
Vroman, H. W. & Luchsinger, V. P. (1994), Managing Organizational Quality, Burr ridge, IL: Irwin.
Vroom, V. H. (1964). Work and motivation. New York: Wiley.
Wanous, J. R. & Lawler, E. E. (1972). Measurement and meaning of job satisfaction. Journal of Applied Psychology, 56(2), 95-105.
Wernimont, P.F. (1972). A system’s view of job satisfaction. Journal of Applied Psychology, 56, 173-176.
Workman, J. P., Christian, H., & Ove, J.(2003). Intraorganizational Determinants of Key Account Management Effectiveness. Journal of the Academy of Marketing Science, 31 (1), 3-21.		zh_TW