- 學位論文
企業內部行銷對外部行銷產出的影響－以新竹客運業為例
The impact of internal marketing on external marketing: A study of HsinChu Transportation Co., Ltd.
摘要
在現今以銷售服務的時代，顧客之力量在產品市場佔有主流力量，準此，企業開始正視顧客關係管理之重要性，目的在於開發潛在客戶之同時，仍能保有已開發顧客之忠誠度。換句話說，若能持續提升顧客對企業之顧客價值，便能將企業之利基根深蒂固，惟可惜的是，在客運業產業之中，顧客存在太多決策選擇，除了相同產業之競爭者之外，尚有其他可替代客運業者之替代大眾運輸工具（如火車、計程車）等競爭，尤其是顧客對於客運業者所提供之服務存有強烈之主觀意識，一但不滿意某客運業者之服務，隨即馬上更換其他業者消費，亦即顧客對於特定客運業者之服務實難存有水準以上之忠誠度可言；且近年來，節能減碳的意識抬頭，許多民眾紛紛騎自行車往返兩地，一來可響應節能減碳之議題，二來亦可有益身心健康，使得銷售服務為主要導向的客運業者面臨更嚴峻之挑戰。有鑑於此，本研究擬選定新竹客運為研究對象，並針對與顧客接觸之第一線服務人員來加以探討客運業者若重視企業的內部行銷活動，將第一線員工視為內部顧客，銷售迎合內部員工需求之服務，其企業內部員工皆能了解公司之願景，並以顧客導向為重心，提高服務銷售的服務品質，對顧客之滿意度是否有顯著性正向影響。 本研究乃透過問卷之方式，以新竹客運服務涵蓋之地區之企業內部員工及外部顧客為主要研究對象，並使用統計軟體LISREL為主要研究方法來分析內部行銷活動、員工信任、服務品質及顧客滿意度之間的關係。 由研究結論可知： （一）、 內部行銷活動對服務品質具有顯著正向影響。 （二）、 內部行銷活動對員工信任具有顯著正向影響。 （三）、 員工信任對服務品質沒有顯著正向影響。 （四）、 服務品質對顧客滿意度具有顯著正向影響。
並列摘要
During the current era of selling service, ccustomers have mainstream and powerful strength in the product market. Consequently, Enterprises begin to emphasize the importance of customer relationship management. The aim is not only developing potential customers continually, but also retaining the customer loyalty that has been developed at the same time. In other words, if enterprises raise the customer values by providing services constantly, enterprises will make the niche deep-rooted. Unfortunately, customers have too many decision choices in the passenger transport industry. There are some public transportation (like train or taxi) which replacing for the passenger transport industry, besides competing by the same industry. If customers are unsatisfying with one of the passenger transport providers’ services, they will change to another provider. It means that customers usually have strong subjective perspective on services from providers. Recently years, the perspective of “Carbon Reduction” makes people ride bike between two places, because this will not only respond to the issue that reducing carbon emissions also be beneficial to physical and mental health. These reasons make passenger transport providers that oriented to selling services face more rigorous challenges. Therefore, this study forces on basic service staff who contracting to customers to discuss that it would produce some positive influences if passenger transport industry managers value internal marketing activities on enterprise. This study used the questionnares to survey business internal staff and customers who included in HsinChu Transportation company service regions, and used LISREL to analysis the relationship among internal activities, employee trust, service quality, and customer satisfaction. The survey conclusions are: (1) internal activities has a significant positive effect on service quality; (2) internal activities has a significant positive effect on employee trust; (3) employee trust doean’t has a significant positive effect on service quality; (4) service quality has a significant positive effect on customer satisfaction.