探討台灣觀光旅館內部行銷、心理依附與服務導向組織公民行為關係之研究

The Relationship among Internal Marketing, Psychological Attachment, and Service-Oriented Organizational Citizenship Behaviors – The Case of Tourist Hotels in Taiwan

李欣怡(Hsin-Yi Lee)

指導教授 ： 曾紀壽

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2005年)

摘要

本研究以台灣觀光旅館之內部行銷（internal marketing）為研究主題，以員工心理依附（psychological attachment）之啟迪為著眼，探討如何以願景、發展、獎酬的內部行銷作為來提昇旅館員工在組織中的心理依附感，以及員工所展現的服務導向組織公民行為（service-oriented organizational citizenship
behaviors）。本研究透過問卷調查的方式，以台灣觀光旅館正職員工為對象之450 份樣本中，使用線性結構關係模式檢驗後發現如下：
1. 內部行銷對員工在組織中所產生之心理依附感與表現出服務導向組織公民行為皆具有正向的影響。
2. 員工在組織中所產生之心理依附感與其展現出之服務導向組織公民行為具有正向的關係。
3. 內部行銷透過員工心理依附感中介變數之影響，會對員工服務導向組織公民行為產生正向的作用。
4. 分析不同人口變項對內部行銷、心理依附、服務導向組織公民行為的結果發現，員工年齡、婚姻狀況、薪資、旅館業資歷和職級皆具有顯著差異。
綜合上述之發現，欲提昇服務導向組織公民行為，業者應強化對員工之內部行銷措施，建議業者可導入平衡計分卡與差異化薪資結構等措施來提昇旅館內部行銷作為，另一方面，可從員工授權、重視員工與獎勵回饋計畫的角度著手，強化員工的心理依附感，並制定獎勵員工的「每月最佳員工獎」以激發員工產生自發性的服務導向組織公民行為；此外，亦可針對不同員工屬性作差異化行銷，以增加員工對組織之心理依附感，促使其達到服務導向組織公民行
為，本研究結果可提供餐旅業者在擬定人力資源管理之參考。

關鍵字

內部行銷 ； 心理依附 ； 服務導向組織公民行為

並列摘要

this study was conceptualized as the managerial practices that cultivated the spirit of employees`
psychological attachment. The purpose of this study was to elucidate the mediating
role of psychological attachment in the relation of internal marketing to service-oriented organizational
citizenship behaviors. By using LISREL as statistical tool, the results of a filed
invitation of 450 employees in tourist hotels by writing the questionnaires revealed that the
internal marketing had positive impacts on psychological attachment and service-oriented
organizational citizenship behaviors, psychological attachment also had positive impacts on
service-oriented organizational citizenship behaviors, and the internal marketing would
affect service-oriented organizational citizenship behaviors via psychological attachment.
Furthermore, the method of analysis of variance was employed to study the perception difference
among the employees` different background would significantly affect their attitude
in internal marketing, psychological attachment, and service-oriented organizational citizenship
behaviors.
Finally, the result suggests the tourist hotel operators could be applied the Balance Score
Card (BSC) and take the differentiate salary structure to improve internal marketing, and
also strong the psychological attachment from employee empowerment, paying attention to
the employees, and the rewarding plan. Building employees` service-oriented organizational
citizenship behaviors by rewarding for “the best staff's award of every month”. Besides,
making difference marketing to different employee attribute, that will positively effect psychological
attachment and service-oriented organizational citizenship behaviors, and finally
the research results are offered to the hospitality industry companies as a reference for
human resource management and market strategy decision-making.

並列關鍵字

internal marketing ； psychological attachment ； service-oriented organizational citizenship behaviors

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