國營行庫激勵制度、金融創新、內部行銷及組織績效之關係研究----以L銀行為例

Relationships among Incentives,Financial Innovation,Internal Marketing and Organizational Performance of State-owned Banks:Taking L Bank as an Example

田靜華(Jung-Hua Tien)

指導教授 ： 余士迪

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2021年)

摘要

摘要

當下金融環境因著科技的日新月異，伴隨A I數位時代的來臨，金融業正
處於百家爭鳴競相爭逐，以取得市場先機的重要歷程。

L銀行是台灣國內第二大之國家經營行庫，於台灣已有80個年頭，並有國家唯一不動產專業銀行的特點， 長年以來行員與國人往來，存有深厚長遠的情感及關係，在世代變遷，科技遽變的年代，至今日如何創新服務，與時俱進實為L 銀行不容小覷的重要課題。

本研究探討L銀行員工之社經背景、激勵制度、金融創新及內部行銷四個構面對組織績效之間的影響。針對L銀行員工採用便利抽樣方式，收集樣本資料，統計有效問卷調查179份，將問卷資料以SPSS統計軟體及EXCLE軟體資料處理，經過實證研究方式，以相關上述變數的文獻探討為研究理論之依據，並根據研究目的設計研究問卷，收集資料整理後，經過資料分析與統計處理。研究結果發現：
一、社經背景對金融創新有正向影響。
二、員工激勵制度對金融創新有正面影響。
三、金融創新對組織績效有正面影響。
四、內部行銷與組織績效有干擾影響。

關鍵字：社經背景、員工激勵制度、金融創新、內部行銷、組織績效。

關鍵字

社經背景 ； 員工激勵制度 ； 金融創新 ； 內部行銷 ； 組織績效

並列摘要

ABSTRACT
The current financial environment is changing rapidly due to technical advances. With the advent of the AI digital era, financial industry sectors are increasingly involved in competition in order to gain market opportunities.

Bank L is the second largest national operating bank in Taiwan. It has been in Taiwan for 80 years and is the country's specialized real estate bank.For years, bank clerks have dedicated themselves in cultivating relationships with customers.In response to today's rapid technological advances and changing generations, the innovation of financial services has become an important issue that cannot be underestimated by L Bank.

This study separately discusses topics of the socioeconomic status background of bank clerks, internal marketing, financial technological innovation, employee incentive system, and organizational performance.Through a convenient sampling method of Bank L employees, sample data was collected, and 179 valid questionnaire surveys were received. The questionnaire data was analyzed using SPSS statistical software and EXCEL software. After empirical research, a combined literature discussion was created based on the above-mentioned variable research theories and a questionnaire was designed in view of the research purpose. The results of the study found：

1. The socioeconomic status background of bank clerks has a positive correlation with financial innovation.
2.Employee incentive system has a positive correlation with financialinnovation.
3. Financial innovation has a positive correlation with organizational performance.
4. Internal marketing and organizational performance have positive interference. effects.

Key words： socioeconomic status background, employee incentive system, financial innovation, internal marketing, organizational performance.

並列關鍵字

socioeconomic status background ； employee incentive system ； financial innovation ； internal marketing ； organizational performance

參考文獻

參考文獻

中文部份

1.呂佳和（2008）激勵語言對組織公民行為與工作績效之影響-以內在激勵為中介變數，大同大學事業研究所學程碩士論文。

2.李祥林， 林晉寬， 莊寶鵬 （ 1998 ）[引言] 中小型專業服務組織之內部行銷作為- 屏東科技大學學報。

3.宋孟霖 （1997），「本國積體電路製造業關鍵成功因素與績效評估制度之研究：實地研究」，國立台灣大學會計學研究所碩士論文。