內部行銷及其對餐旅服務人員的影響：從組織中自我肯定與顧客導向的觀點

Internal Marketing and Its Effects on Hospitality Service Employees: From the Perspectives of Organization-Based Self-Esteem and Customer Orientation

黃品全(Pin-Chyuan Hwang)

《觀光研究學報》 11卷2期 (2005/06) Pp. 89-112

https://doi.org/10.6267/JTLS.2005.11(2)1

摘要

本研究援引組織中自我肯定及顧客導向的學理，著眼於個人認知價值之啟迪，探討願景、發展、獎酬的組織服務導向內部行銷作為如何提升餐飲人員在組織中的自我肯定與服務導向價值觀，以及繼之而來的組織承諾和工作滿足。在以臺北國際觀光旅館餐飲人員為對象的336份樣本中，使用結構模式分析工具AMOS 4.0的檢驗後發現，內部行銷對成員的組織中自我肯定、顧客導向具正向的影響，並分別透過組織中自我肯定與顧客導向，對組織承諾及工作滿足產生不同的作用。本結果顯示，此種以內部行銷提升自我概念與服務價值觀的研究思維，不僅能提昇成員的工作滿足及組織承諾，更在於啟迪、內化成員對服務工作的意義與價值。其管理意涵顯示，內部行銷旨在使服務人員成為既有能力且有意願的高涉入員工，而其顧客導向、自我肯定、工作滿足及組織承諾乃內部行銷具體之呈現。

關鍵字

內部行銷 ； 組織中自我肯定 ； 顧客導向 ； 工作滿足 ； 組織承諾

並列摘要

Built on the theories of organization-based self-esteem (OBSE) and customer orientation (CO), internal marketing in this study was conceptualized as the managerial practices that cultivated the value of hospitality employees' self-concept around work. The purpose of this study was to elucidate the mediating role of OBSE and CO in the relation of international marketing to job satisfaction and organizational commitment. By using AMOS as statistical tool, the results of a field invitation of 336 restaurant service employees in international tourist hotels revealed that the internal marketing had positive impacts on employees' OBSE and CO, each of which would then shed different effects on job satisfaction and organizational commitment. The results of this study brought up several managerial implications. Internal marketing implemented by management not only aimed to elevate service workers' job satisfaction and organizational commitment, but also to cultivate their willingness and ability at work. The work values accompanied were CO and OBSE.

並列關鍵字

internal marketing ； organization-based self-esteem ； customer orientation ； job satisfaction ； organizational commitment

參考文獻

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