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題名:旅館業內部行銷對員工知覺組織支持、組織信任、工作投入及顧客滿意度之影響研究
作者:謝佳君
作者(外文):Chia-Chun Hsieh
校院名稱:國立彰化師範大學
系所名稱:人力資源管理研究所
指導教授:王誕生
學位類別:博士
出版日期:2013
主題關鍵詞:內部行銷知覺組織支持員工的組織信任員工工作投入顧客滿意度跨層次中介模型internal marketingperceived organizational supportemployee organizational trustemployee work engagementcustomer satisfactioncross-level mediation model
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本研究旨在探討旅館內部行銷對於第一線從業人員之知覺組織支持、組織信任與工作投入的關係,進而探究員工工作投入對顧客滿意度的影響。員工是組織的資產,亦是企業競爭優勢的關鍵,故組織在贏得顧客的心之前,必須先擄獲員工的心。因此,將員工視為內部顧客,透過內部行銷來滿他們的需求,讓員工知覺到組織的支持及信任組織對他們的尊重與諾言,進而願意投入心力於工作中,來與顧客維持良好的互動關係,以達成企業經營的目標。
本研究以交通部觀光局2013年最新公佈之35家臺中地區旅館的第一線從業人員及其內部消費顧客進行調查,員工問卷共發放535份,有效問卷份數為426份,回收率為80%;顧客問卷共發放355份,有效問卷份數為302份,回收率達85%。有效的回收問卷採用階層線性模型(hierarchical linear modeling, HLM)的分析方法來進行假設檢驗。依據研究結果顯示,在組織與員工之跨層次分析部份,旅館的內部行銷會正向影響員工的工作投入;旅館的內部行銷會透過員工的組織信任來正向影響員工工作投入;旅館的內部行銷會透過知覺組織支持來正向影響員工的工作投入;旅館的內部行銷會透過知覺組織支持來正向影響員工的組織信任。在員工的個人層次部分,旅館從業人員的知覺組織支持會透過員工的組織信任來正向影響員工的工作投入。最後,在員工與顧客之跨層次分析部分,旅館員工的工作投入會正向影響顧客對旅館的滿意度。
本研究根據研究結論,分別針對旅館業及後續研究者提出相關的建議以供參考。
The purpose of this study was to examine the influences of internal marketing on perceived organizational support, employee organizational trust, employee work engagement, and further explored the effect of employee work engagement on customer satisfaction in hotel industry.
The valid data were collected from 426 frontline employees and 302 customers of 35 hotels in Taichung City. The valid responded rates were 80% and 85%, respectively. We utilized hierarchical linear modeling (HLM) to test the hypotheses.
For the results of organizational and employee cross-level, internal marketing was positively related to employee work engagement; employee organizational trust partially mediated internal marketing and employee work engagement; perceived organizational support acted as partial mediator between the relationship of internal marketing and employee work engagement, as well as between internal marketing and employee organizational trust. For the result of employee individual-level, employee organizational trust had a partial mediating effect on perceived organizational support and employee work engagement. Finally, for the result of employee and customer cross-level, employee work engagement had a positive effect on customer satisfaction. Discussion and implications were discussed for the management of hotels and future researches.
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