- 學位論文
內部行銷對服務創新之探討-以台鐵信用卡刷卡購票為例
Internal Marketing Towards Service Innovation — Credit Card Ticket Booking of Taiwan Railway Administration As An Example
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摘要
內部行銷對服務創新之探討-以台鐵信用卡刷卡購票為例 研究生：彭明光 指導教授：嚴秀茹博士 元智大學管理研究所 摘 要 近年來公營事業在政府計劃之下，已漸進方式轉型公司化或民營化，並使得公營事業在面臨開放市場競爭之下越來越重視顧客所感受到的服務品質，也使得公營事業更加重視員工的服務能力，及對事業的認同，最後達到員工及顧客的滿意。公營事業也逐漸體會認同內部行銷會影響員工的服務能力，因此本研究針對內部行銷直接目的員工的服務能力及服務認同，最終目的達到員工及顧客的滿意。 本研究以問卷調查方式，針對台鐵現有刷卡購票車站抽樣39個車站〈特等站3個、一等站23個、二等站7個、三等站6個〉擔任第一線售票員工，對台鐵推出新服務信用卡刷卡購票作業，作為問卷收集的對象，以SPSS統計軟體中的迴歸分析，來檢驗本研究提出的假設。 個案研究中發現內部行銷中的「溝通訓練」「激勵」與服務認同有顯著的關係，「溝通訓練」「外部溝通」與服務能力有顯著的關係，「溝通訓練」「激勵」與員工及顧客滿意度有顯著的關係，服務能力是內部行銷對於員工及顧客滿意度之間的中介變數，除「外部溝通」及「激勵」成立外，其餘不成立。服務認同是內部行銷對於員工滿意度之間的中介變數，除「外部溝通」及「激勵」成立外，其餘不成立。服務認同是內部行銷對於顧客滿意度之間的中介變數，除「外部溝通」成立外，其餘不成立。 研究結果顯示內部行銷中的「溝通訓練」「激勵」「外部溝通」對於員工服務認同、服務能力、員工滿意度及顧客滿意度，確實有預測能力。因此台鐵或公營事業在今後推出新服務或產品創新時，應該注意內部行銷因素對員工服務能力及服務認同之影響，並藉由員工服務能力及員工服務認同，達到員工及顧客滿意度。
並列摘要
Internal Marketing Towards Service Innovation — Credit Card Ticket Booking of Taiwan Railway Administration As An Example Student：Ming-guang Perng Advisor：Hsiu-Ju Yen,Ph.D. Graduate School of Management Yuan-Ze University Abstract Taiwan Railway Administration (TRA), like many other government-run businesses that one after another transit into profit seeking corporations, needs to survive and thrive in the increasingly competitive market by continuous service innovation. To accept credit card for ticket booking is one of the recent service innovations of TRA. This research mainly aims at looking inside into the current status of internal marketing within TRA and exploring the significant relationships among major activity factors. Methodologically, this research adopts questionnaire survey for basic data from the front desk ticket sellers at thirty-nine railway stations where credit card ticket booking is implementing. Thru the multiple regression analysis, SPSS package, this research concludes the following findings regarding internal marketing in TRA: Communication training and employee motivation respectively hold significant effects to employee service recognition. Besides, both communication training and external communication significantly affect employee service capability. In addition, customers’ satisfaction is also significantly related to employee communication training as well as employee motivation. Within internal marketing, service capability acts as the moderator of external communication and employee motivation towards employee job satisfaction as well as customer satisfaction. Meanwhile, external communication and employee motivations play the role of significant moderators of service recognition towards employee job satisfaction. On the other hand, however, service recognition also works as the moderator of external communication towards customer satisfaction. This research illustrates significance of communication training, employee motivation, and external communication in prediction of employee service recognition, service capability, employee job satisfaction as well as customer satisfaction. It then, herewith, suggests organizations such as TRA and other government-run business units focus their great efforts, whenever launching the service innovation or introducing the new products to customers, on above mentioned three important and significant elements within internal marketing, in order to achieve high level of employee job satisfaction and customer satisfaction simultaneously thru the strengthened employee service capability and their clear service recognition
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