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題名:內部行銷、組織公民行為、知識交換與結合、關係品質、關係連結對市場導向之影響
作者:董雯惠
作者(外文):Wen-HuiTung
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
指導教授:蔡明田
學位類別:博士
出版日期:2012
主題關鍵詞:內部行銷組織公民行為知識交換與結合關係品質關係連結市場導向Internal MarketingOrganizational Citizenship BehaviorKnowledge Exchange and CombinationRelationship QualityRelational BondMarket Orientation
原始連結:連回原系統網址new window
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摘要
在今日的資訊社會下,知識工作者充斥,跳槽機會頻繁,運用類似行銷的手法留住優良的員工,實為刻不容緩之事,因此本研究以內部行銷起始,探討此一複雜卻重要的問題。此外,為了讓資訊轉換為知識在組織與員工間交換之結合,也是內部行銷值得加以探討的問題,而內部行銷的核心概念中,有「員工為顧客之精神」,所以,若能採用此一論點將使用在外部顧客上的關係行銷概念引入為內部顧客所用,想必會有其效用,因此本研究納入了關係品質與關係連結加以探討。除此之外,並納入可能影響員工市場導向行為之組織公民行為。最後,好的員工,終將要經歷外部顧客之考驗,因此,本研究以市場導向作為最後的關係要素,選擇國內金融業擁有理財性商品企業之員工進行問卷測試與假說驗證,並採用階層式線性模式進行分析,將內部行銷機制、組織公民行為視為組織層級之變數,而員工知識轉換與結合、員工關係品質、員工關係連結為個人層級之變數,探討這些變數對市場導向行為之直接與交互影響。結果發現所有變數對市場導向行為皆有顯著的直接影響,而交互影響只顯著地發生於組織公民行為摻和員工知識轉換與結合或員工關係品質之情況下。
Abstract
In the era of information today, knowledge workers are abundant and job hoppings occur frequently. It is urgent for a company to retain its best employees by ways similar to marketing campaign. Therefore this study starts with internal marketing to explore this complicated but important subject. In addition, it is also an important issue in internal marketing that how to transfer information into knowledge between employee and employer. One of the core concepts in internal marketing is employees are customers, therefore the idea of marketing for external customers to be used internally on employees should has its value. This research includes relationship quality and relational bond in the study. In addition, it also includes organizational citizen behaviors that may affect employers marketing oriented behaviors. Finally, a good employee will be ultimately tested by the external customers. Therefore this study use marketing orientation as the final factor. Employees in domestic financial sector that provides financial management commodities were chosen as targets for questionnaires to test our theory and hypothesis. Hierarchical linear model was used for analysis. Internal marketing mechanism and organizational citizen behaviors are treated as variables at the level of organization. Employee knowledge conversion and combination, relationship quality and relationship connection are at the level of individual. The direct or interactive effects of these variables on marketing oriented behaviors were studied. The results showed that all variables have significant and direct effect on marketing oriented behaviors. Interactive effect only happens significantly when organizational citizen behavior is mixed with employee knowledge conversion and combination or with employee relationship quality.
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