推廣教育之市場導向與組織績效關聯性研究：內部行銷與組織承諾之中介角色

A Study of Continuing Education on Market Orientation and Organizational Performance: The Mediator of Internal Marketing and Organizational Commitment

廖述賢(Shu-Hsien Liao) ； 張文榮(Wen-Jung Chang) ； 胡大謙(Da-Chian Hu)

《人力資源管理學報》 10卷4期 (2010/12) Pp. 55-82

https://doi.org/10.6147/JHRM.2010.1004.03

摘要

一個服務績效的良窳乃取決於組織是否能有效地將市場導向的觀念推廣至組織內部員工，並藉由積極的內部行銷作爲提升員工對組織的凝聚力。在終身學習觀念普及的今日，傳統大學是否能像一般企業般地經營推廣教育市場，將是本研究所關注的議題。本研究以國內經營推廣教育業務的70所大專技職院校爲研究母體並回收有效問卷261份，透過線性結構化方程式將內部行銷與組織承諾在市場導向與組織績效的中介效果進行驗證。實證結果發現：在市場導向與組織績效的關聯性中，只有組織承諾成功扮演完全中介的角色。另外，本研究也發現內部行銷對組織承諾有正向影響。

關鍵字

市場導向 ； 內部行銷 ； 組織承諾 ； 組織績效 ； 大學

並列摘要

A better performance for service firms mainly depends on its effective implementation of the market orientation among its employees and its enhancement of their commitments to organization through continuous internal marketing programs. Such practice has interested traditional universities in managing their new business in continuing education when life-long learning is winning wide acceptance today, and thus has become the focus of this paper. Based on data collected from 261 valid respondents from 70 universities, we explore the mediated effects of internal marketing and organizational commitment on the relationship between market orientation and organizational performance by structural equation modeling (SEM), whose results show that organizational commitment alone serves as a complete mediator between market orientation and organizational performance. Moreover, internal marketing has a positive effect on organizational commitment.

並列關鍵字

market orientation ； internal marekting ； organizational commitment ； organizational performance ； university