內部行銷、工作滿足、組織承諾及離職傾向之關聯性研究 －以臺灣國際觀光旅館員工為例

The Relationships among Internal Marketing, Job Satisfaction, Organizational Commitment and Turnover Intention －For International Tourist Hotel Employees in Taiwan

吳亞璇(Ya-Syuan Wu)

指導教授 ： 劉秀慧

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2012年)

https://doi.org/10.6825/NKUHT.2012.00051

摘要

近年來政府積極推動觀光事業投資，將觀光旅館視為重要投資事業。依觀光局統計資料顯示，截至2012年4月全臺灣營運中之觀光旅館為107間，預計2017年間陸續開幕37間觀光旅館。隨著旅館數量的擴增，意味著需要更多人力的投入。Karatepe與Sokmen （2006）指出要在競爭激烈的旅館產業中提供優質的服務並創造忠誠的顧客關係，員工是致勝的關鍵。過去研究發現，運用內部行銷之概念是能有效地提升員工的工作滿足與組織承諾，進而降低離職率。
本研究採量化方式，以分層抽樣法抽取臺灣國際觀光旅館員工為樣本，共發出480份問卷，回收有效問卷360份，以結構方程模式探討國際觀光旅館員工在內部行銷、工作滿足、組織承諾與離職傾向間之整體關係。研究發現：（1）內部行銷對工作滿足有顯著正向影響效果（2）內部行銷對組織承諾有顯著正向影響效果（3）工作滿足對組織承諾無顯著影響效果（4）組織承諾對離職傾向有顯著負向影響效果（5）內部行銷對離職傾向無顯著影響效果（6）工作滿足對離職傾向無顯著影響效果（7）內部行銷會藉由組織承諾的中介效果，負向影響離職傾向。
綜合上述研究發現，欲降低員工離職傾向，業者需先透過內部行銷的實施，強化員工對旅館的組織承諾，一旦組織承諾提升，便能減少員工離職的可能。因此，建議業者可利用組織中各種溝通管道傾聽員工聲音，並適度授予員工權力，尊重與支持員工的能力，落實員工至上的經營哲學。望能藉此減少旅館中人員的流動，提供管理階層於經營實務上之參考。

關鍵字

內部行銷 ； 工作滿足 ； 組織承諾 ； 離職傾向 ； 國際觀光旅館

並列摘要

In recent years, the authority had pushed tourism investment in a positive way, and seemed tourist hotels as an important investment. According to the tourism statistics from Tourism Bureau (2012), there are 107 tourist hotels in Taiwan by 2012 April, estimating that 37 tourism hotels will open one after the other between 2017. Along with the number of hotel increases, the needs of human resources also increase. Karatepe and Sokmen (2006) indicated that in order to provide quality services and create loyalty customer relationships in the highly competitive hospitality industry, employees play the important key to success. Earlier studies showed that, the concept of internal marketing can improve employees’ satisfaction, organizational commitment, also reduce turnover rate.
The purpose of this study was to investigate the relationship among internal marketing, job satisfaction, organizational commitment and turnover intention of employees. The study was based on the 360 valid questionnaires collected from the employees in international tourist hotels in Taiwan, and analyzed by structural equation modeling (SEM) to test hypotheses in order to observe the relationship among these four variables. The findings indicated that (1) internal marketing had a significant and positive impact on job satisfaction. (2) internal marketing had a significant and positive impact on organizational commitment. (3) job satisfaction had no impact on organizational commitment. (4) organizational commitment had a significant and negitive impact on turnover intention. (5) internal marketing had no impact on turnover intention. (6) job satisfaction had no impact on turnover intention. (7) internal marketing can negatively and significantly drive turnover intention through the mediation of organizational commitment.
In order to reduce the turnover rate in a hotel, the hotel operators need to improve internal marketing policy and strengthen the organizational commitment of employees. Therefore the result suggests hotel operators make good use of channels in hotel to communicate with employee, and authorize employees in an appropriate way, respect and support their competency. Finally wish this suggestions can offer operators and managers as a reference.

並列關鍵字

Internal Marketing ； Job Satisfaction ； Organizational Commitment ； Turnover Intention ； International Tourist Hotel

參考文獻

李文瑞、陳世傑、張瑞晃與廖豐斌（2011）。企業內部行銷機制對組織成員之組織承諾的影響－工作滿足中介效果之鑑定。北商學報，19，1-20。

吳勤勉（2003）。旅館管理－理論與實務。台北：揚智文化。

林俊瑩（2010）。工作滿意度、組織承諾與離職意圖：中小學教師與其他職業之比較。教育實踐與研究，23（1），1-30。

林隆儀與鍾明燿（2009）。內部行銷作為、成就動機、組織承諾與離職傾向的關係—以國軍志願役軍士官為例。文大商管學報，14（1），75-110。

孫路弘與潘亮如（2009）。國際觀光旅館餐廳主管工作滿足與離職傾向之研究。人類發展與家庭學報，11，30-48。