內部行銷與組織效能之關連性－以組織承諾與工作滿意爲中介變項

The Relationships between Internal Marketing and Organizational Effectiveness-The Mediating Effects of Organizational Commitment and Job Satisfaction

曾信超(Hsing-Chau Tseng) ； 黃先鋒(Hsien-Feng Huang)

《商管科技季刊》 10卷2期 (2009/06) Pp. 291-326

https://doi.org/10.30083/CMQ.200906.0005

摘要

本研究旨在探討內部行銷、組織承諾、工作滿意與組織效能之關係及其整體模式。並運用結構方程模式(SEM)來驗證各研究構面之間關係。本研究採問卷調查法，以新竹科學園區及台南科學園區內光電科技廠商之員工爲問卷研究調查對象，問卷260份，有效樣本共146份，回收率爲69.52%。研究發現內部行銷對組織效能影響最大，其次依序爲工作滿意、組織承諾；內部行銷對組織效能之直接影響關係不顯著，需透過工作滿意及組織承諾等中介變數，來影響組織效能；內部行銷對工作滿意及組織承諾之直接影響關係顯著；組織承諾對組織效能之直接影響關係不顯著，需透過工作滿意中介變數來影響組織效能；工作滿意對組織效能直接影響效果最大，同時也是內部行銷及組織承諾影響組織效能的重要中介變數。

關鍵字

內部行銷 ； 組織承諾 ； 工作滿意 ； 組織效能

並列摘要

The purpose of the research is to explore the relationships among internal marketing, organizational commitment, job satisfaction and organizational effectiveness. The data is analyzed by SEM model to measure the relation among the constructs. The study researched the members of optoelectronic technology industry employees in Hsin-Chu and Tainan Science-Based Parks by survey method, 146 copies of questionnaire were returned as valid, with an applicable rate of 69.52%. The major findings of this research are as follows: The internal marketing is directly influences on organizational effectiveness insignificantly, through job satisfaction and organizational commitment affect organizational effectiveness. The internal marketing directly influences on job satisfaction and organizational effectiveness insignificantly, through job satisfaction and organizational commitment affect organizational effectiveness. The internal marketing directly influences on job satisfaction and organizational commitment significantly. The organizational commitment indirectly influences on organizational effectiveness insignificantly, through job satisfaction affect organizational effectiveness. The job satisfaction directly influences on organizational effectiveness mostly among all, the effects of the internal marketing and organizational commitment on organizational effectiveness.

並列關鍵字

Internal Marketing ； Organizational Commitment ； Job Satisfaction ； Organizational Effectiveness

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