內部行銷、工作滿足、組織變革承諾之相關研究：以C銀行為例

The Relationship Among Internal Marketing, Job Satisfaction and Commitment to Organizational Change - a Case Study of Bank C

謝雯涵(Hsieh Wen-Han)

指導教授 ： 蕭顯勝 ； 康雅菁

國立臺灣師範大學/科技與工程學院/科技應用與人力資源發展學系人力資源發展碩士在職專班/碩士(2022年)

https://doi.org/10.6345/NTNU202201620

摘要

本研究旨在探討員工的「內部行銷、工作滿足與組織變革承諾」之間的關係，研究對象以C銀行全職員工為主，透過電子問卷以便利取樣方式進行問卷資料蒐集，共回收391份有效問卷，回收率為98%，並透過差異性分析、相關分析、迴歸分析以探討變項間的關係。經由實證分析，本文之結果如下：(1) 內部行銷對組織變革承諾有正向影響；(2) 內部行銷對工作滿足有正向影響；(3) 工作滿足對組織變革承諾有正向影響；和(4) 工作滿足在內部行銷對組織變革承諾中具有部分中介效果。依據文獻探討梳理，並透過實證研究結果之驗證後，提出相關建議供銀行組織及後續研究者參考，希冀能夠提供銀行管理領導者瞭解人力資源措施對於員工滿足及組織變革承諾之關聯性，透過提升員工滿足及組織變革承諾之投入，進而創造銀行組織競爭力。

關鍵字

內部行銷 ； 工作滿足 ； 組織變革承諾

並列摘要

The purpose of this study is to examine relationship among the internal marketing, job satisfaction and commitment to organizational change in Bank C . The questionnaires were released in the form of internet questionnaire, 391 valid questionnaires were collected, the return rate is 98%. Independent Sample t test, ANOVA, correlation analysis, regression analysis are used to examine the relationship.
After statistic analyses, the major findings of this study are summarized as follows:(1) Internal marketing has a positive effect on the commitment to organizational change;(2) Internal marketing has a positive effect on the job satisfaction;(3) Job satisfaction has a positive effect on the commitment to organizational change;(4) This study showed that job satisfaction was a partly mediated between internal marketing and commitment to organizational change.
On the basis of literature review, and later, through the empirical research results of some suggestions for bank organizations and further research reference, hoping can provide bank leaders understand the human resource management measures to satisfy and commitment to organizational change of employees, through ascension staff and commitment to organizational change of input, then create bank competitiveness.

並列關鍵字

internal marketing ； job satisfaction ； commitment to organizational change

參考文獻

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173. https://doi.org/10.1037/0022-3514.51.6.1173

Price, J. L. (2001). Reflections on the determinants of voluntary turnover. International Journal of Manpower, 22(7), 600-624. https://doi.org/10.1108/EUM0000000006233

一、中文部份

安侯建業（2019）。2019臺灣銀行業報告，KPMG臺灣所。取自 https://assets.kpmg/content/dam/kpmg/tw/pdf/2019/05/kpmg_tw_banking_report_2019_web.pdf

艾昌瑞、李玉蓮（2002）。T公司成員的心智模式分析。商管科技季刊3（4），303-318。