內部行銷、組織承諾與組織公民行為關係之研究 －以台灣自來水公司第二區管理處為例

Research on the Relationships among Internal Marketing, Organizational Commitment and Organizational Citizen Behavior—A Case Study of Taiwan Water Corporation Second Branch

沈茂清(Mao-Ching Shen)

指導教授 ： 林賜德

中原大學/商學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6840/cycu200901293

摘要

摘要
近年來隨著經濟的發展、自來水事業用戶數的逐年成長、教育的普及、人民生活水準不斷的提高，以及水源污染日益嚴重及水價偏低等問題，使得自來水公司經營愈來愈困難。因此，各政府機構師法企業經營，推動行政革新，將服務品質經營理念灌注於公共事務管理中，希望藉由服務品質的提昇來創造其競爭優勢。基於內部交換的觀點，員工若能獲得企業良好的支持與照顧，同樣地，員工將以良好的忠誠與作為回報於企業。
有鑑於此，本研究希望能探討台灣自來水公司之內部行銷、組織承諾與組織公民行為之間是否存在關聯性，以及不同員工的個人屬性變項是否產生不同的內部行銷感知、組織承諾與組織公民行為，以作為台灣自來水公司制定人力資源政策之參考依據。結果發現：不同的個人屬性，包括性別、年齡、婚姻狀況、教育程度、服務年資，職級等變數，在內部行銷、組織承諾、組織公民行為間有差異存在。員工對企業內部行銷的認同程度愈高，其組織承諾的程度愈高。員工對組織承諾的程度愈高，其組織公民行為的程度愈高。員工對企業內部行銷的認同程度愈高，其組織公民行為的程度愈高。
根據研究結論，就管理涵義上提出以下建議，提供個案企業、相關產業以及學術界後續探討研究之參考：1.企業應強化內部行銷，以提高員工之組織承諾。2.企業宜協助培養員工的組織承諾，以提升其組織公民行為。3.企業應加強內部行銷，以培養員工之組織公民行為。4.瞭解員工屬性，知人善任，以提高組織承諾及公民行為。

關鍵字

組織公民行為 ； 台灣自來水公司 ； 內部行銷 ； 組織承諾

並列摘要

Abstract
In recent years, due to economic growth, increasing numbers of consumers, better education and higher living standard, a worsen water pollution problem and lower consumer price have caused difficult operating condition for Taiwan Water Corporation. Currently, all government departments are focusing on new revolutionary administration to impel service quality. The goal is to create a competitive advantage by increasing service quality. Based on internal management, when the company provides their employees good support and care, the employees will be loyal and dedicate to their work for the company.
Therefore, we hope this research can discuss the relationships between internal marketing, organizational commitment and organizational citizenship behavior in the Taiwan Water Corporation. Also, the employees’ individual attribute and behavior are whether to have the dissimilar internal marketing, organizational commitment and organizational citizenship behavior. By formulates of reference the human resources policy as Taiwan Water Corporation. The results are following: Different individual characteristic, including sex, age, marital status, education level, years of service, level of duty, etc… have the difference influences in the internal marketing, organizational commitment and organizational citizenship behavior. When employees have higher degree approval of the company internal marketing, the degree of organization commitment is higher. When employees have higher degree to the organization commitment, its organizational citizenship behavior degree is higher. When employees have higher degree approval of the company internal marketing, its organizational citizenship behavior degree is higher.
According to the conclusion of this research and the point view of management. We have the following proposal to provide future reference for the academic circle researches in enterprises, related industry and educational cases study. 1. The company should strengthen the internal marketing to enhance employee’s organizational commitment. 2. The company should encourage employee’s organizational commitment to increase organizational citizenship behavior. 3. The company should strengthen internal marketing to increase organizational citizenship behavior. 4. Understand employee’s behavior and use the right person for the right position to enhance organizational commitment and organizational citizenship behavior.

並列關鍵字

Internal Marketing ； Organizational Commitment

參考文獻

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