室內設計公司內部行銷、工作滿足與離職傾向之關係

The Relationships between Internal Marketing, Job Satisfaction and Turnover Intention in Interior Design

衛漢哲(Han-Che Wei)

指導教授 ： 喬凌浩

國立臺北科技大學/設計學院/創新設計研究所/碩士(2008年)

https://doi.org/10.6841/NTUT.2008.00220

摘要

內部行銷的概念發展源自服務業，係指以行銷概念管理組織之內部活動，以達成良好的內部經營環境與培養具備高度滿意、顧客導向及服務意識的員工，進而達成組織之目標。台灣室內設計業屬於專門設計服務業，而相關針對不同服務業之實證研究指出內部行銷的實施將有效提升工作滿足，提供組織正面貢獻，同時降低離職傾向。本研究將以台灣大型室內設計公司為研究對象，探討台灣室內設計公司之內部行銷、工作滿足及離職傾向現況，以及其三者之間的關係。
本研究採用量化研究方法，而問卷調查結果統計發現：
1.內部行銷對工作滿足具有顯著正向影響力。
2.內部行銷對離職傾向具有顯著負向影響力。
3.工作滿意對離職傾向具有顯著負向影響力。
4.內部行銷認同度高，進而提升工作滿足，降低離職傾向。
5.不同人口統計變項部分顯著影響內部行銷、工作滿意及離職傾向
變項。

關鍵字

內部行銷 ； 工作滿意 ； 離職傾向 ； 大型室內設計公司

並列摘要

Internal Marketing, developed from the service industry, is to apply the concepts of marketing at all management levels in a company or organization. The main purpose of Internal Marketing is to reach the targets of creating a better working environment and employees that are highly motivated, customer-oriented, and highly self-satisfied.
In Taiwan, the Interior Design Industry is a specialized industry which offers designing services. Many evidence-based service industry researches show that Internal Marketing effectively improves Job Satisfaction, provides positive contributions, and reduces Turnover Intention of the employees. This study aims at the relationships between Internal Marketing, Job Satisfaction, and Turnover Intention in large-scale interior design companies in Taiwan through questionnaire surveying and quantitative statistic analyzing methods.

The results are:
1.Internal Marketing provides positive effects on Job
Satisfaction.
2.Internal Marketing provides negative effects in Turnover
Intention.
3.Job Satisfaction provides negative effects on Turnover
Intention.
4.Internal Marketing improves Job Satisfaction and reduces
Turnover Intention.
5.Social demographic variables have various effects on
Internal Marketing, Job Satisfaction, and Turnover
Intention.

並列關鍵字

Internal Marketing ； Job Satisfaction ； Turnover Intention ； Large-scaled Interior Design Company

參考文獻

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