內部行銷與工作價值觀對員工的工作滿足與工作績效影嚮之研究-以某咖啡連鎖店為例

An Exploratory Study of the Influence of Internal Marketing and Work Value on Job Satisfaction and Job Performance -- A Case Study of Coffee Chain Store

顏亞盈(Ya-Ying Yan)

指導教授 ： 陳海鳴

淡江大學/管理學院/管理科學研究所碩士班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00449

摘要

服務業在我國經濟發展上具有不可替代的主流地位，而連鎖店的經營型態已成為服務經濟時代中必然形成的潮流，連鎖店所提供的服務範圍幾乎囊括我們生活中的食衣住行育樂。而近幾年餐飲業迅速發展，成為連鎖產業中最具有代表性之產業，其中又以咖啡連鎖市場競爭最為激烈，咖啡連鎖店幾乎遍及我們生活週遭。
與消費者最直接且最貼近接觸的就是門市員工，門市員工所提供的服務態度往往就是消費者是否購買產品的重要考量因素之ㄧ，如何讓門市員工提供顧客最優質的服務是一項相當重要的課題。
本研究以實行內部行銷相當成功的某咖啡連鎖業為個案公司，以該公司在大台北地區的門市員工為對象，研究目的在了解現階段個案公司實施內部行銷，與門市員工本身的工作價值觀之間是否具有關聯性，此兩變數對於門市員工的工作滿足與工作績效是否有所影響。經實證分析結果發現：
一、公司執行內部行銷的程度增加，會提高員工具有工作價值觀的程度。
二、公司對內部行銷執行的程度增加，會有助於提高員工的工作滿足程度，也會使員工的工作績效提升。
三、員工越具有工作價值觀，有助於提高其工作滿足程度，也會使其工作績效提升。
四、公司執行內部行銷會直接影響員工的工作績效，工作滿足並不具有中介效果。
五、員工的工作價值觀透過工作滿足影響其工作績效，工作滿足具有中介效果。

關鍵字

內部行銷 ； 工作價值觀 ； 工作滿足 ； 工作績效

並列摘要

The service industry is on the main stream of an irreplaceable status in the economic development of our country. The business type of chain store has already become the inevitable formation of trend in service economic times. The service range that chain store offers nearly includes food, clothing, housing, traffic and amusement in our life. In recent years, food and beverage industry which developed rapidly has become the most representative industry of chain industry. Among them, the coffee chain market is the fiercest competition. Coffee chain stores almost spread around throughout our life.
Retail sales staff is the most direct and closest to contact with consumers. Attitude used for offering by retail sales staff is often the one of importance factors whether consumers buy products. How to make retail sales staff to provide customers with the best quality service is an important issue.
This study regards the coffee chain store of the suitable success on the implementation of internal marketing as the case company. The retail sales staffs at this company in the large Taipei area are this study’s targets. This study purpose is to know whether the case company at this stage which implements internal marketing has a correlation between work values of the retail sales staffs themselves. And these two variables whether have an impact on job satisfaction and job performance of the retail sales staffs or not. It is found by the empirical analysis:
1.The company increases the degree of the implementation of internal marketing, it will increase the degree of work value that the retail sales staffs have.
2.The company increases the degree of the implementation of internal marketing, it will help to improve the level of job satisfaction, and it also will enhance job performance of their staffs.
3.Staffs have more work value, it will help to improve their job satisfaction, and also their job performance will be upgrade.
4.The company implementing internal marketing will directly affect job performance of their staffs. Job satisfaction doesn’t have an intermediary effect.
5.Work value of staffs will impact job performance through job satisfaction. Job satisfaction has an intermediary effect.

並列關鍵字

Internal Marketing ； Work Value ； Job Satisfaction ； Job Performance

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