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題名：內部行銷、關係慣性與顧客滿意度之實證研究
作者：林嘉琪
作者(外文)：LIN, JIA-CHI
校院名稱：中華大學
系所名稱：科技管理博士學位學程
指導教授：蔡明春
學位類別：博士
出版日期：2017
主題關鍵詞：內部行銷；關係慣性；顧客滿意度；服務品質；Internal Marketing；Inertia；Customer Satisfaction；Service Quality
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本研究強調服務產業應運用服務管理核心理論-服務三角型之外部行銷、互動行銷以及內部行銷，以不同的面向探究如何提升企業競爭力並創造優勢，強調顧客、管理者以及第一線服務提供者之關聯性。首先，以消費者滿意度及再購意願等構面探究外部行銷服務品質，關係慣性為滿意度的前導因子卻較少被提及，因此本研究以探究關係慣性對再購意願及滿意度的影響程度探討互動行銷，並進一步探討影響關係慣性之因子。再者，服務產業仰賴大量的勞動力，在有限的資源之下除了快速改善外部服務品質，達成顧客期望，滿足顧客之外，企業應同時重視內部顧客(即為員工)，視員工為最大的資產，提供讓員工優質之內部服務品質，應同時著重內部與外部服務品質的行銷策略，然而由於員工工作型態的不同，工作滿意度、組織承諾及工作績效會有所差異，因此本研究以年度之正職及兼職員工做比較，探究員工工作滿意度模式，並進一步引用IPGA及DEMATEL研究內部服務品質重視度及滿意度之缺口，建立內部服務品質缺失關鍵辨識模式。
研究結果顯示，外部行銷方面，消費者對於量販店的滿意度是高的，滿意度與關係慣性是影響再購意願之因素，然而關係慣性未對滿意度與再購意願之間存在干擾效果；在關係慣性方面，關係慣性對轉換障礙、競爭者吸引力與再購意願之間存在顯著的干擾效果，且關係慣性的前導因子為便利性、合理價格以及消費頻率；內部行銷研究結果，誇年度正職與兼職員工之工作滿意度、組織承諾以及工作績效都有顯著的差異，且內部行銷服務品質急需改善的因子包括「升遷機會」、「提供溝通管理」、「尊重員工」及「好的福利政策」，而以「升遷機會」為最關鍵核心因子，結果詳載於論文中。在實務上，服務產業應利用服務品質管理之核心理論-服務三角型理論，結合內部及外部兩方面向探究企業之服務品質，提供服務品質改善方案，達到企業的永續經營的目標。
This study emphasizes that the service industry should use the core theory of service management-external marketing, interactive marketing and internal marketing of service triangles theory. The purpose of this study is to explore a way to enhance the enterprise competitiveness, creating strengths, emphasizing the relationship between customers, managers and first-line service. Firstly, the qualities of external marketing service is explored with consumer satisfaction and repurchase willingness. Whereas the driving factor– satisfaction in relational inertia - was seldom mentioned. Therefore, this study deeply looked into the interactive marketing by exploring the certain degree of relational inertia on the repurchase intention as well as the satisfaction degree, and further discussion on the factors that affect the inertia of the relationship. Secondly, as the service industry relies on a large number of labor force under the limited resources, apart from improving rapidly in external service quality and achieving customer expectations, companies should also pay attention to internal customers, the employees who should be seen as the greatest assets, by providing a high quality internal service. Furthermore, enterprises should also focus on the marketing strategy for both internal and external service quality. Job satisfaction, organizational commitment and job performance would be different due to different types of jobs. Thereby, this study compared two types of working patterns, the full-time and part-time staff across the years in order to explore the job satisfaction mode, to find out the gap of the internal service quality cognition and satisfaction and to establish the internal service quality identification mode, cited IPGA and DEMATEL and other methods to find out core factors related to internal service quality, and then to improve the key factors.
The results showed that the satisfaction of consumers in the external marketing is high, customer satisfaction and relationship inertia are also the conditions to affect the repurchase factors, but the relationship inertia does not exist on the satisfaction of the moderate effect, and this result is limited to low involvement consumer behavior. The findings in the interactive marketing research revealed that the relationship between inertia on the switching barriers, competitors attraction and repurchase intention do have a significant moderate effect, and the driving factors of inertia are convenience, reasonable price and consumption frequency. On the other hand, the results of internal marketing showed a significant difference in job satisfaction, organizational commitment and job performance between full-time and part-time staff in the hotel industry across the years. To deeply explore the key factors of internal marketing services, the results indicated that the factors which need to be improved in internal marketing, including “promotion opportunities”, “communication management”, “respect for employees” and “good welfare policies” are considered as the core factors. In practical, the service industry use the core theory of service quality management - service triangular theory, combined with both internal and external services to explore the service quality in order to achieve the goal of being a sustainable business.
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