本研究以台灣地區國際觀光旅館各部門員工為研究對象,探討員工知覺到的內部行銷(教育訓練、管理支持、溝通關係及激勵成長)與留任意願之關係,並探討工作滿意度是否會對內部行銷(教育訓練、管理支持、溝通關係及激勵成長)與留任意願產生中介效果。本研究採便利抽樣方式進行問卷調查,受測對象為各部門工作滿三個月以上之正式員工,問卷總計發放550份,回收有效問卷為440份,有效回收率為80%。研究結果顯示:內部行銷(管理支持、溝通關係與激勵成長)與工作滿意度有顯著的正相關;工作滿意度與留任意願有顯著的正相關;教育訓練及管理支持與留任意願有顯著的正相關;工作滿意度會對內部行銷(溝通關係及激勵成長)與留任意願產生中介效果。
This research aims to explore the relationship between international tourist hotel employees' perceived internal marketing (training, management support, communication and motivation) and intention to stay. It also examines the Mediator effect of job satisfaction on the relationship between internal marketing (training, management support, communication and motivation) and intention to stay in Taiwan. Questionnaire survey method was used to collect data through convenience sampling. The samples of this research were full-time employees who had worked at least 3 months in the international tourist hotels. 550 questionnaires were sent, and 440 were returned valid data. yielding a 80% response rate, The results indicated that: internal marketing (management support, communication and motivation) have positive impact on job satisfaction; job satisfaction has positive impact on intention to stay; training and management support have positive impact on intention to stay; Job satisfaction has mediation effect on the relationships between internal marketing (communication and motivation) and intention to stay.