透過內部行銷產生員工顧客導向行為之研究－以證券營業員為例

Leading to Employees' Cutomer Oriented-Behaviors through Internal Marketing-An Empirical study of Securities Salesmen

周逸衡(Jacob Y. H. Jacot) ； 黃毓瑩(Yu-Ying Huang) ； 陳華寧(Hua-Ning Chen) ； 楊俊明(Jun-Ming Yang)

《行銷科學學報》 2卷1期 (2006/04) Pp. 47-77

摘要

本研究參考過去文獻之定義、學術與實務專家意見，嘗試發展適用於衡量內部行銷作為的量表，並以綜合券商經紀部門之第一線證券營業人員為研究對象，進一步釐清員工所知覺到公司內部行銷作為以及施行行為績效評估制度的程度對其工作態度及行為所產生的影響，以及員工對內部行銷作為的滿意是否帶來較高的工作滿足與顧客導向服務意識與服務行為。研究結果發現，員工所知覺到公司內部行銷作為、行為績效評估制度以及對公司內部行銷作為滿意的程度對其工作滿足具正向影響，但員工之工作滿足並不保證會導致其顧客至上的服務表現。其次，員工所知覺到公司內部行銷作為與行為績效評估制度的程度，會對其顧客至上服務行有正向影響；但員工對公司內部行銷作為之滿意程度與其顧客至上服務行為則為負向關係。最後，本研究亦發現行為績效評估制度的施行對員工知覺內部行銷作為、內部行銷之滿意程度，與顧客至上變項間之關係存在干擾作用。

關鍵字

工作滿足 ； 行為績效評估 ； 內部行銷 ； 顧客導向行為

並列摘要

This study developes a scale to measure the construct, internal marketing behaviors. Moreover, an empirical study for securities salesmen is conducted to verify the effects of internal marketing and behavior-based evaluation policies on job satisfaction and customer orientation. This study also tries to test if the more the satisfaction about internal marketing policies is, the more both the job satisfaction customer-orientated behaviors are. The results show that the perceived degree of internal marketing and behavior-based evaluation policies have positive impacts on security salesmen's job satisfaction, but this job satisfaction doesn't necessarily lead to customer-oriented behaviors. The perceived internal marketing and behavior-based evaluation policies have positive impacts on customer-oriented behaviors; however, the satisfaction degree of internal marketing policies is negatively related to customer-oriented behaviors. Finally, the perceived degree of behavior-based evaluation policies moderates the effect of the perceived internal marketing policies and customer orientation.

並列關鍵字

Job satisfaction ； Internal marketing ； Behavior-based evaluation ； Customer-oriented behaviors

參考文獻

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