員工工作表現是影響企業成敗之關鍵因素,如何提昇員工工作向心力,使其更熱忱地投入工作,實為一重要課題。本研究以台灣觀光旅館之內部行銷為研究主題,從員工心理依附之角度,探討以願景、發展、獎酬的內部行銷作為,如何提昇旅館員工在組織中的心理依附感,以及所展現的服務導向組織公民行為。以台灣觀光旅館業450位正職員工為樣本,運用線性結構關係模式LISREL 8.52檢驗,發現內部行銷認知對員工在組織中所產生之心理依附感和表現出服務導向組織公民行為皆具有顯著的正向影響;此外,透過員工心理依附中介變數之影響,會使內部行銷對員工服務導向組織公民行為之關係產生正向的影響。本研究結果顯示,組織實施內部行銷可增進員工對組織內化、認同與順從,透過員工對組織產生之心理依附感,進而可提昇員工於服務傳遞、服務參與時公民行為之具體表現,研究結果對於旅館人力資源管理與擬定人力發展策略時,皆能提供有用之參考資訊。
The study focuses on the internal marketing of tourist hotels in Taiwan. Internal marketing in this study was conceptualized as the managerial practices that cultivated the spirit of employees' psychological attachment. The purpose of this study was to elucidate the mediating role of psychological attachment in the relation of internal marketing to service-oriented organizational citizenship behaviors. By using LISREL 8.52 as statistical tool, the results of a filed invitation of 450 employees in tourist hotels revealed that the internal marketing had positive impacts on psychological attachment and service-oriented organizational citizenship behaviors, and the internal marketing would affect service-oriented organizational citizenship behaviors via psychological attachment.