建立顧客導向的人力招募策略之研究─ 以國軍天弓志願兵為例

RESEARCH ON THE ESTABLISHING OF THE STRATEGY FOR CUSTOMER-ORIENTED RECRUITING OF HUMAN RESOURCE ─A STUDY OF VOLUNTEER ENLISTED SOLDIERS OF TK SYSTEM

郭乾泰(Chien-Tay Kuo)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

摘 要
在知識經濟的世代裡，「人」是組織最重要的資產，也是最獨特的資產。「人力招募」是各型組織網羅人才的重要措施，經由招募所辨認與吸引到之新員工的質與量，不但影響組織人力資源管理上的各項功能，更攸關未來的生存與發展。國軍使命在保國衛民，因應未來戰爭型態改變，在精兵政策的指導下，需要招募長役期之志願役人員接受訓練，俾培養專業化、職能化的高效部隊。
本研究目的在探討國軍志願士兵招募策略的正確性。採調查研究法，以問卷調查為主，深度訪談為輔。從行銷的角度將國防部首次招募士兵的方案，視為非營利組織中的一項服務性「產品」，並且將相同招募條件的「指職士官」與「志願士官」，當作同一「產品線」的不同「產品」；另外，把所欲招募的對象視為潛在的「顧客」，從「顧客」的角度來檢驗「產品」滿足顧客的程度，提供爾後人力招募決策參考。研究的對象包括「天弓實驗營」、「新兵隊新兵」及「志願士兵報考人」等三種不同屬性之潛在顧客。研究結果如下：
一、整體而言，顧客對「志願士兵」招募產品的滿足程度評價是「尚可滿足」的。
二、不同背景的顧客，對「志願士兵」產品的滿足程度確實有所不同，其中報考人的滿足程度顯著高於新兵隊及天弓營士兵。
三、顧客對產品線上三種招募產品的滿足程度比較，依序是「志願士兵」最高，「指職士官」次之，「志願士官」再次之。
四、真正有意願當職業軍人的顧客，對志願士兵招募這一「產品」的滿足評價，在「生存需求」、「關係需求」與「成長需求」三個構面中，僅「生存需求」達到顯著相關。
五、志願士兵的目標市場，宜區隔在高職學歷、全家每月收入五萬元以下，重視基本的「生存需求」。
六、「志願士兵」招募策略是正確且能符合顧客需求的，對內招募的效能在募兵初期階段將優於對外招募。
關鍵字：顧客導向;人力招募;天弓志願兵;產品;產品線；顧客。

關鍵字

顧客導向 ； 人力招募 ； 天弓志願兵 ； 產品 ； 產品線 ； 顧客

並列摘要

Abstract
In the epoch of knowledge-economy, human is the most important and unique asset of organization. The recruiting of human resource is the key measures of organization for gathering talents. The quality and quantity of new employees identified and enrolled through the process of recruiting will impact various functions of human resource management and the future existence and development of the organization. The mission of ROC Armed Forces is to defend the country and to protect her people. Under the guidance of “better troops and simplify administration” policy, the ROC Armed Forces needs to recruit long-term volunteers to receive military training in order to cultivate a highly professional and functional troop.
The purpose of this study is to probe into the exactitude of recruiting enlisted soldiers. This study adopted inquiring method using questionnaire as a primary, interview as a secondary to achieve our goal. For the first time the MND recruits volunteer enlisted soldiers to serve in the Armed Forces, we consider this course of action as a product of nonprofit organization from marketing perspectives. We regard “appointing-position NCO” and “volunteer NCO” as different products from same production line and consider qualified persons for recruiting as “potential customers”. This study evaluated customer satisfaction from customer’s perspectives to provide a reference for follow-on recruiting decision-making. The objects of this study include three types of potential customers with different attributes, they are Tien-kong experimental Battalion, and new recruits after basic training and the ones apply for an examination of recruiting volunteer enlisted soldiers. The results are as follows:
1.In general, customer satisfaction for “volunteer enlisted soldiers” is between “satisfactory” and “no opinion”.
2.Customers with different background have different customer satisfaction for “volunteer enlisted soldiers”
3.The sequence of customer satisfaction for three different products is “volunteer enlisted soldiers”, “appointing-position NCO” and “volunteer NCO”.
4.The of customer satisfaction of “volunteer enlisted soldiers” for persons willing to be professional serviceman, only “existence need” has significant correlation in three dimensions of “existence need”,“ relatedness need” and “growth need”.
5.The marketing object of “volunteer enlisted soldiers” better focus on persons who value “existence need” and are vocational high school graduates with a family income of 50,000 NT.
6.The strategy of recruiting “volunteer enlisted soldiers” is correct and meets the needs of customers. In the initial phase, the effectiveness to recruit “volunteer enlisted soldiers” within the military troops is better than to try to recruit civilians.
Key words:
customer satisfaction, human resource recruitment, volunteer enlisted soldiers of Tien-Kong missile system , products , product line ,customers.

並列關鍵字

customer satisfaction ； human resource recruitment ； volunteer enlisted soldiers of Tien-Kong missile system ； products ； product line ； customers

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