內部行銷、工作態度與倫理行為關聯性研究－以台灣觀光旅館為例

A Study on the Relationship among Internal Marketing, Work Attitude and Ethical Behavior-The Case of International Tourist Hotels in Taiwan

許鎦響(Liu-Hsiang Hsu) ； 龔昶元(Chaang-Yung Kung) ； 許蕙心(Hui-Hsin Hsu)

《嶺東學報》 27期 (2010/06) Pp. 1-23

https://doi.org/10.29850/LTJ.201006.0001

摘要

隨著社會環境的變遷與若干企業醜聞之發生，引發各界對於企業倫理議題的討論，回顧過去學者對企業倫理的研究，多數研究集中於探討整體企業倫理，而對於員工倫理行爲之著墨較少，因此，本研究企圖以管理之觀點，將內部行銷與倫理行爲做一連結，藉此瞭解國內企業實施內部行銷之情形，亦提供實務界提升員工倫理行爲之參考依據。 本研究以國際觀光旅館之員工爲對象，採問卷調查的方式，進行量化的研究，回收有效問卷227份。以相關分析及線性結構等統計方法進行分析，藉以深入探討企業的內部行銷活動、工作滿足與組織承諾間的相關性。研究結果顯示，內部行銷對工作滿足、組織承諾有顯著正相關，工作滿足、組織承諾對倫理行爲有顯著正相關，內部行銷對倫理行爲有間接之影響關係。綜合上述結論，本研究建議公司可藉由積極推動內部行銷活動來提升員工之組織承諾與工作滿足，以影響員工倫理行爲之產生。

關鍵字

內部行銷 ； 工作滿足 ； 組織承諾 ； 倫理行為

並列摘要

With the social environment change and some scandals about business issues regarding business ethics are discussed popularly. Reviewing the literatures about business ethics, we find that lots of researches focus on business ethics on organization's level instead of those on employee's level. As a result, we try to connect internal marketing and ethical behavior from the view of management to figure out how internal marketing is practiced by international tourist hotel in Taiwan and provide some guidelines for practicers to improve the ethical behaviors of employees.
With questionnaire investigating, taking employees in the international tourist hotel as sampling group, we deal this project with quantitative research. Returning 227 effective questionnaires, we use reliable analysis, descriptive statistical analysis, relative analysis and Lisrel to handling returning data.
After statistics analyzing, the result of this study as follows:
1. Internal marketing is positively related to job satisfaction, organizational commitment.
2. Job satisfaction and organizational commitment are positively related to ethical behaviors.
3. Internal marketing is indirectly influence ethical behavior.
From these finding, this study provides some suggestions and recommends. Business should promote internal marketing to increase employee's job satisfaction and organizational commitment in further improve employee's ethical behaviors.

並列關鍵字

Internal marketing ； job satisfaction ； organizational commitment ； ethical behavior

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