以內部行銷及轉型領導之理念建構金融業有效率之人力資源管理

Building Effective Human Resources Management in Financial Industry through Internal Marketing and Transformational Leadership

林俊彥(Chin-Yen Lin) ； 林宜玄(Yi-Shyuan Lin) ； 郭宗賢(Tsung-Hsien Kuo) ； 施敏雄(Richard M. S. Shih)

《興國學報》 7期 (2007/01) Pp. 191-203

https://doi.org/10.29950/JHKUM.200701.0012

摘要

本文從內部行銷、轉型領導的理念中，探討我國金融業在國際化、自由化的衝擊下需要導入內部行銷及轉型領導之原因，進一步期望領導者以顧客為導向的服務意識，促進領導者與組織之間良好的關係，滿足組織中成員的需求，提供一個令員工心生嚮往之願景、幫助員工執行任務、強調團隊精神、允許員工有適度裁量權，以組織目標結合組織成員之成就感，充分的授權、充分的信任，衡量績效做為獎賞依據，徹底了解顧客與員工以及競爭優秀人才，吸引、開發、激勵、留住優秀的員工，讓優秀人才在組織之中，以建構有效率之人力資源管理，使組織學習不斷更新與循環，提升國內金融業的服務品質，以獲致外部顧客及內部員工滿意度之提升、溝通管道之暢通、團隊合作概念的強化以及領導者以身作則為表率。

關鍵字

內部行銷 ； 轉型領導 ； 人力資源管理

並列摘要

The article explores the reasons that Taiwan's financial industry needs to implement internal marketing and transformational leadership in order to overcome the challenge brought by market globalization as well as increasing international trade freedom. In addition, this paper proposes that leaders and top management in financial industry must acknowledge the followings: 1) provide customer-based services, 2) promote healthy relationship between themselves and the organization, 3) meet the needs of the members of the organization, 4) provide a shared business vision, 5) facilitate performance of employees, 6) emphasize team spirits, 7) provide employees with opportunities of decision-making, 8) connect organizational goals with employees' achieving motive 9) empower and trust employees, 10) provide performance-based rewards, 11) know customers and employees, and 12) attract, explore, inspire and maintain elites. All of the above is a foundation of effective human resources management which enables Taiwan's financial industry to learn and to grow. A learning industry, as a result, will be able to obtain the satisfaction of internal as well as external customers. The communication channels within financial organizations will be of no barriers and the teamwork concept will be put in effect.

並列關鍵字

Internal Marketing ； Transformational Leadership ； Human Resources Management

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