內部行銷、關係品質及薪酬福利對員工離職傾向之影響－以保險業為例

The Effects of Internal Marketing, Relationship Quality and Salary Welfare on Employee's Resignation Tendency in Insurance Industry

陳欽雨(Chin-Yeu Chen) ； 呂博裕(Bor-Yuh Leu) ； 邱明欽(Ming-Chin Chiu)

《經營管理論叢》 2013特刊 (2013/12) Pp. 17-35

https://doi.org/10.6872/OMR.201312/SP.0002

摘要

本研究採用實證調查方式，探討保險業採行內部行銷、強化關係品質及改善薪酬福利措施，對降低保險業員工離職傾向之影響；同時分析薪酬福利對內部行銷及關係品質與離職傾向間影響關係之調節效果。研究結果發現：企業組織中內部行銷機制對離職傾向具有負向顯著的影響，其中又以訓練與賦能對離職傾向最具影響效果；而關係品質對離職傾向亦具有負向顯著關係，其中又以信任與承諾對離職傾向之負向影響最鉅。薪酬福利滿意程度亦對離職傾向具有負向顯著影響，同時也會顯著調節內部行銷及關係品質對員工離職傾向的影響關係。

關鍵字

內部行銷 ； 員工關係品質 ； 薪酬福利 ； 離職傾向

並列摘要

The current study conducted an empirical study to explore the effects of internal marketing, relationship quality and salary welfare on resignation tendency. Besides, the moderating effects of salary welfare were investigated. The results indicated that both corporate internal marketing mechanisms and employee's relationship quality could significantly affect employee's resignation tendency, while training and empower had the most significant effect on resignation tendency. Besides, the degree of satisfaction on salary welfare had significant negative influence on employee's resignation tendency, while the effect of trust and commitment was most significant. Moreover, the degree of satisfaction on salary welfare could moderate the effects of internal marketing and relationship quality on employee's resignation tendency significantly.

並列關鍵字

Internal Marketing ； Relationship Quality ； Salary Welfare ； Resignation Tendency