外部顧客整體產品與服務之消費滿意度是建立於內部顧客滿意之先行達成,惟有當內部顧客對其工作感到滿意時,其將會傳送高品質的服務給其他內部顧客或外部顧客,進而帶來外部顧客整體產品與服務之消費滿意與滿足。而在促成企業利潤成長與內部顧客工作滿意提升的內部行銷作法中,強化提升內部服務品質是最效益與源頭的行動。對於投資大陸之台商公司而言,其在於內部行銷作法上,勢必先行研究台灣大陸兩岸員工在內部服務品質對員工工作滿意度上之影響關係和差異,才能正確掌握推行內部行銷之合適作法,進而達成增進內部顧客工作滿意度、公司營運效益與利潤成長之目的。本研究針對個案台商公司,經問卷調查研究後之結果顯示,台商兩岸公司在同一套內部行銷制度下,並無產生以內部服務品質為評量基礎之員工工作滿意度顯著差異。在台商兩岸公司整體員工工作滿意度上,則有著顯著差異。而就台商兩岸公司內部服務品質各構面上,則無任一項構面達顯著差異。最後,就大陸分公司而言,有形性是公司促進員工工作滿意度之重點內部服務品質構面。
By service value chain perspective, the achievement of internal customer (employee) satisfaction is the base for presuming excellent external customer satisfaction. Only when employee feels satisfaction, he or she will deliver high quality service to customer. Therefore, high customer satisfaction can be achieved. The improvement of internal service quality is an effective and beginning action for internal marketing in business running. Better internal marketing can make internal customer satisfy and increase profit. For company that both invested in China and Taiwan, the management of internal marketing must refer to the information of job satisfaction difference derived by internal service quality perspective between China and Taiwan Branch Company. After case company survey analysis, the results reveal that it has no significant difference of employee job satisfaction between China and Taiwan Branch Company based on the internal service quality measurement. But it has significant difference of overall employee job satisfaction between China and Taiwan Branch Company. There have no significant difference of each internal service quality dimension between China and Taiwan Branch Company. For China Branch Company, tangible dimension is the importance dimension for improving internal service quality.