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題名:旅行業業務人員市場導向、角色壓力與組織公民行為之關係-兼論內部行銷之調節效果
作者:張光宇
作者(外文):Chang, Kuang-Yu
校院名稱:國立高雄餐旅大學
系所名稱:觀光研究所
指導教授:黃榮鵬
學位類別:博士
出版日期:2020
主題關鍵詞:市場導向角色壓力組織公民行為內部行銷旅行業Market OrientationRole StressOrganizational Citizenship BehaviorInternal MarketingTravel agency
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旅行業為滿足競爭市場顧客需求及強化競爭優勢同時,經常為面對外在環境變化而採取多項應對策略,導致業務人員產生壓力並產生角色衝突與模糊,而角色壓力的產生則可能進一步影響業務人員的組織公民行為,進而影響組織績效。為解決業務人員產生壓力所帶來的負面影響實有其必要。市場導向分為顧客導向、競爭者導向及內部功能協調,在高度且清楚的組織市場策略之下,應能降低業務人員的角色壓力,因此,本研究欲探討旅行業業務人員市場導向、角色壓力與組織公民行為之關係,並了解內部行銷在角色壓力與組織公民行為間之調節效果。本研究以旅行業業務人員為對象,透過問卷調查方式於北、中、南地區旅行業進行抽樣調查,共計回收245份有效問卷,並採用偏最小平方法(Partial least squares, PLS)檢驗樣本資料及驗證研究假說,研究結果分別顯示旅行業業務人員顧客導向、競爭者導向及內部功能協調對角色模糊及角色衝突具負向顯著關係;在角色壓力方面,角色衝突與組織公民行為呈負向顯著關係;在內部行銷方面,內部行銷在角色模糊與組織公民行為間具調節效果。本研究根據研究結果提出結論與建議,並提供學術領域與旅行業人力資源實務策略參考。
In order to satisfy the needs of customers as well as strengthen competitive advantages in the competitive travel agency markets, enterprises often adopt multiple strategies in face of changes in the external environment, which leads to stress on salespeople and causing role conflict and ambiguity. And role stress may further affect salespeople’s organizational citizenship behavior and thereby affecting organizational performance. It is necessary to solve the negative impacts of salespeople’s stress. The market orientation is divided into customer orientation, competitor orientation and inter-functional coordination. With a highly and clear organizational marketing strategy, it should be able to reduce the role stress of salespeople. Therefore, this study aims at exploring the relationship between market-orientation, role stress and organizational citizenship behavior of travel agencies’ salespeople. Also, it is to understand the moderating effects of internal marketing on the role stress and organizational citizenship behavior. This research aims at salespeople in the travel agencies. The sampling surveys are conducted in travel agencies of North, Central and South regions, and a total of 245 valid questionnaires are collected. The partial least squares (PLS) is adopted to verify the data and research hypotheses. Results of the study found that customer-orientation, competitor-orientation, and inter-functional coordination of salespeople in travel agencies have a significantly negative relationship with role ambiguity and role conflict. In terms of role stress, role conflict has a significantly negative relationship with organizational citizenship behavior. As for internal marketing, it has a moderating effect between role ambiguity and organizational citizenship behavior. This research proposes conclusions and recommendations based on the research results, and provides academic fields and travel agencies’ human resources practice as strategic references.
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