隨著「服務經濟」時代的來臨,服務業者面臨到有如雨後春筍般的競爭挑戰,逐漸重視人力資本概念的提升,因此保險服務業應更重視過去所忽略的人力資本,其所累積的人力資源與智慧才是真正主宰企業經營成功與創造差異的關鍵。 本研究欲發現其影響內部市場導向與顧客導向之間關係適當的中介變數,試圖從內部市場導向的角度並以員工觀點來解釋內部行銷,員工是否可感受到公司視員工為顧客的理念提高對組織的忠誠,進而產生較高的顧客導向,而組織內部市場導向主要會透過內部服務品質的中介效果影響其組織的顧客導向,並探討組織承諾與內部服務品質及顧客導向間之關係。 本研究問卷使用壽險業來做為合適的發放對象,共蒐集了322份問卷,以線性結構模型做為研究分析,本研究結果支持假設。結果顯示,內部市場導向會透過內部服務品質及組織的承諾來對顧客導向產生正向影響。
As the time of service-based economy has come, service industries have faced competitive challenges that like the mushrooms after rain. Gradually, they take the enhancement of human resource concept seriously. Thus, insurance service industries should take the human resource more seriously which they ignored before. In fact, accumulating the human resource and knowledge is the key point to handle the successful business and to make differences. This study wants to find appropriate mediators influencing the relationship between internal market orientation and customer orientation. We try to explain internal marketing from marketing orientation and employee viewpoint. For one thing, whether employees increase the organizational loyalty because they feel the concept of their company is taking them as customers. Then, they result in higher customer orientation. For another, the internal market orientation of organization influences their customer orientation mainly through the mediating effects of internal service quality. Also, we discuss the relationship within organizational commitment, internal service quality and customer orientation. This study distribute questionnaires to the Life Insurance Company which fit in our research topic. This paper used 322 received questionnaires to analyze it with LISREL. The majority results support our hypotheses. The result show that internal market orientation and customer orientation have positive relationship through internal service quality and organizational commitment.