內部行銷與領導風格對工作滿意度及顧客導向行為影響之研究―以桃園縣消防局為例

A Study on Influences of Internal Marketing and Leadership to Job Satisfaction and Customer-Oriented Behaviors--Taking Taoyuan County Fire Department as an Example

陳文宗(Wen-Tsung Chen)

指導教授 ： 沈永正博士

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

目前國內對於「內部行銷」的實證研究，多偏重於銀行、醫院、學校等服務業或志工非營利組織，對於政府部門的相關探討甚為稀少。因此本研究試圖運用「內部行銷」理論至桃園縣消防局，探討消防組織「內部行銷」管理作為，對於消防人員的「工作滿意度」及「顧客導向行為」之影響。此外，不同的「領導風格」及「工作類型」是否會影響員工的「工作滿意度」與「顧客導向行為」，亦是本研究欲加以探討的範疇。最後並根據研究結果對消防組織及政府部門提出建議。
本研究採用問卷調查法，並依據研究架構使用「內部行銷」、「領導風格」、「工作滿意度」及「顧客導向行為」等量表，針對桃園縣消防局所屬員工以分層隨機抽樣法進行取樣，抽取300位消防人員作為研究樣本。並以次數分配、平均數、標準差、Pearson相關、T檢定、單因子變異數、Scheffe多重比較及雙因子變異數等統計方法，對研究資料進行分析。
經歸納本研究分析之結果，獲得以下結論：
一、「內部行銷」管理精神適用於消防組織中，且對消防人員「工作滿意度」及「顧客導向行為」有顯著正相關。二、消防人員「工作滿意度」與「顧客導向行為」互有影響，且有顯著正相關。三、不同的主管「領導風格」，在「內部行銷」、「工作滿意度」及「顧客導向行為」表現上有顯著差異。四、不同的「個人特徵」，在「內部行銷」、「工作滿意度」及「顧客導向行為」表現上有顯著差異。五、不同的主管「領導風格」與「內部行銷」，在員工「工作滿意度」及「顧客導向行為」上沒有顯著交互作用。六、不同的「工作類型及個人特徵」與「內部行銷」，在員工「工作滿意度」及「顧客導向行為」上沒有顯著交互作用。

關鍵字

內部行銷 ； 領導風格 ； 工作滿意度 ； 顧客導向行為

並列摘要

Most of the empirical studies on “Internal Marketing” found domestically in Taiwan aim at service industry such as banks, hospitals, schools, etc., or at not-for-profit organizations and in contrast the studies on governmental agencies are rare. Therefore, the present study attempts to explore how a fire department’s “internal marketing” managerial measures influence the “Job Satisfaction” and “Customer-Oriented Behaviors” of the firefighting personnel by making the applications of “Internal Marketing” theory in Taoyuan County Fire Department. Besides, whether if different types of “leadership” and different “Job Category” influence the employees’ “Job Satisfaction” and “Customer-Oriented Behaviors” differently is also within the scope of the present study. At last the present study also presents suggestions to the fire departments and governmental agencies on the basis of the study results.
The present study makes use of questionnaire survey and conducts level specific random sampling to take 300 fire department stall members among all employees serving in Taoyuan Country Fire Dept and its functions as specimens. Next the study obtains data and information by using the scales such as “Internal Marketing”, “Leadership”, “Job Satisfaction” and “Customer-Oriented Behaviors” to the research framework and then analyzes them by using statistical methods such as Frequency Distribution, Mean Value, Standard Deviation, Pearson’s Correlation, t-test, One-way ANOVA, Two-way ANOVA, and Scheffe Multiple Comparison.
The study finds the conclusions as follows through induction of the analysis results: 1. Managerial spirits of “Internal Marketing” applies to firefighting organizations, and show a proportional correlation in Firefighters’ “Job Satisfaction” and “Customer-Oriented Behaviors” 2. Firefighters’ “Job Satisfaction” and “Customer-Oriented Behaviors” influence each other mutually and show a proportional correlation. 3. Fire chiefs’ different “Leaderships” in “Internal Marketing”, “Job Satisfaction” and “Customer-Oriented Behaviors” result in obvious difference in their performance. 4. Different “Personal Characteristics” result in obvious difference in their performance in “Internal Marketing”, “Job Satisfaction” and “Customer-Oriented Behaviors”. 5. Fire chiefs’ different “Leaderships” and “Internal Marketing” show no obvious interactions with firefighters’ “Job Satisfaction” and “Customer-Oriented Behaviors”. 6. Different “Job Categories and Personal Characteristics” show no obvious interaction with firefighters’ “Job Satisfaction” and “Customer-Oriented Behaviors”.

並列關鍵字

Internal Marketing ； Leadership ； Job Satisfaction ； Customer-Oriented Behaviors

參考文獻

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